The Associated Press reports:
Joelle Daddino is making it difficult for stores to make money. Like many Americans who’ve grown accustomed to deep discounts, Daddino has become so obsessed with sales that she refuses to shop any place that isn’t having one.
“If I don’t have a coupon or it’s not on sale, I just won’t buy it,” says the Yaphank, N.Y., resident.
During the recession, retailers had more sales to lure cash-strapped Americans into stores. Now, that strategy has backfired. It has bred a group of deal junkies that won’t shop unless they see “70 percent” signs or yellow clearance stickers. They’re a thorn in the side of most retailers because the discounts it takes to get them into stores eats away at profits.
So big chains like J.C. Penney and Lowe’s are trying to wean sale-addicted customers off sales in favor of everyday low pricing. It’s the biggest shift in pricing in decades, but retailers have a long way to go to convince shoppers that predictable pricing is better than the temporary promotions that they’ve grown to love.
What do you think — does an item have to be a great deal for you to pick it up?