News

Baby Boomers love the retail discount

March 28, 2017

When it comes to shopping the Baby Boomer generation isn't interested in paying full price when it comes to cars, smartphones, electronics, appliances or furniture.

In fact, 76 percent won't pay the full price, according to a First Insight report that polled 750 U.S. consumers. Millennials and Gen X shoppers aren't as focused on a discount, noted the report.

"The results of this survey indicate that the rampant discounting that has become the norm in department stores and mass merchants has had a clear impact on consumers and the way they now consider purchases in every aspect of their lives," Greg Petro, CEO and founder of First Insight, said in a press release. "This is an incredibly useful finding, and retailers need to be aware of these shifting expectations within their target audiences in order to compete, while still maximizing profits and sales. It's a delicate balance."