Consumer View Fall 2018

Consumers’ choices in terms of where, how and why they buy are redefining retail and creating a new playbook for the industry. NRF’s Consumer View is a quarterly look at what shapes retail.

Deal lovers

89 percent of shoppers today say they buy from discount retailers like off-price, dollar, outlet and discount grocery stores. These customers come from every generation, income group and region of the country. They are not only used to buying items on sale, but they are also confident in their ability to always find a deal.

In this slideshow edition of the Consumer View, NRF explores the popularity of discount shopping and how it is impacting the mindset of today’s consumer.


Dig deeper in to bargain shopping during the winter holidays, and learn more about sales and promotions.