New research shows that 91% of consumers buy clothes at a discounted price
A new survey has revealed that 91% of consumers are now regularly shopping for discounted clothing in preference to buying full price items.
The survey, commissioned by private sales etailer BrandAlley, also found that 70% of consumers expect discounts to be available on the high street before the traditional January Sales period.
The results showed that only one in eight consumers now shop on the high street more regularly than purchasing online with convenience and saving money the biggest motivators for this shift in spending. 84% of shoppers said they preferred to go online to buy discounted goods rather than searching out bargains in store.
BrandAlley chief executive Rob Feldmann said: “As the retail space remains tough we feel it is more important than ever to look at why, how and where our customers are shopping. The shift in shopping habits for clothing has been the most significant and shoppers now prefer to
buy discounted clothing online rather than sift through sales racks struggling to find the right style or size.”
He added: “Online shopping also allows people to research what they want to buy first and this reinforces the new savvy shopper that we have seen emerge since the economic slowdown, who wants to make more considered purchases, and is always looking for the best deal.”
The survey also revealed that 90% of over 55s said they regularly shop online across all categories, despite the online sector traditionally being seen as a hub for the younger consumer.
Across all age groups the survey found that although total spending across retail has decreased, for 90% of consumers, only one in 25 has reduced their spending online since the downturn. 70% of the shoppers surveyed said that they expected their online spending to increase.
