Discount Fatigue Reshapes Holiday Fashion Spending

A wave of promotions has left U.S. shoppers with "discount burnout," AlixPartners reports, complicating Black Friday and Cyber Monday plans. Surveying 9,000 consumers across 140 retailers, the firm found the weight shoppers place on price fell 13% year over year, and 30% fewer said sales are "very important"; even off-price deal hunting slid from first to 19th. After tariff-related promotions, fatigue has set in. Consumers now favor consistent pricing, value, quality and better stores, as in-store time fell 3% and basket size 5%. Discounts alone, the report warns, may no longer move the needle.

Reviewed by JQJO team

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