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Consumer View

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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.

In the Fall 2018 Consumer View, NRF takes a closer look at the popularity of discount shopping and how it is impacting the mindset of today’s consumer. Nine out of 10 (89 percent) 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.

Click through the slideshow below to learn more about what motivates these value-minded customers and how they expect to shop and engage with brands.

To see last quarter’s insights, check out the Spring 2018 Consumer View

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