Consumers feel ‘discount fatigue’ ahead of Black Friday

The constant flow of promotions across the fashion industry has consumers suffering from “sale fatigue” ahead of Black Friday and Cyber ​​Monday, according to a new report from consulting firm AlixPartners released on Wednesday.

The company surveyed more than 9,000 US consumers about their preferences and priorities across 140 retailers and nine fashion verticals. The report found that shoppers see price increases as “inevitable”, and that cost is becoming less important to them when they decide to buy new clothes or accessories.

On average, the importance respondents placed on price fell by 13% compared to last year and declined in all sectors except luxury and beauty, the survey found. Meanwhile, 30% fewer consumers rated sales and finding the best deal as “very important” compared to last year, even in the off-price segment, where bargain hunting fell from the top factor respondents considered to No. 19.

In the wake of President Donald Trump’s tariff increases on dozens of countries in April, retailers have relied on discounts and promotions to ease consumers’ fears of higher prices due to trade policy, said Sonia Lapinski, head of AlexPartners’ global fashion practice and author of the report. She added that there is now “fatigue” about promotions, and shoppers are looking for more than just a discount.

She said consistent pricing between stores and online, value for money and quality are among the most important things shoppers prioritize when spending. They’re also looking for a better store experience. While more than 60% of shoppers surveyed plan to make more than half of their fashion purchases in stores this holiday, the report found that the amount of time shoppers spend in stores has decreased by 3% and basket size has decreased by 5% over the past two years. Percent change in average. Weekly visits to each store, stay time and basket size1. A collection of 50 US retailers, first 20 weeks of 2023-2025

“We have higher foot traffic and lower baskets. One thing they’re missing is they’re not converting,” Lapinski said. “So what’s wrong with that in-store experience that doesn’t help them convert?”

These results come as the retail industry prepares for a holiday shopping season that may be weaker than previous years amid low consumer sentiment, an uncertain job market and persistent inflation. The difficult economic backdrop coloring the holiday season is putting renewed emphasis on execution, quality and brand strength, especially as many retailers raise prices to offset the cost of tariffs.

Lapinski said the survey results represent a “warning” to retailers that discounts will not be enough to increase demand this holiday season.

“They’ve always had this discount lever to drive traffic and get people into the store, but when you compound that with tariffs and their need to raise prices … that lever for them becomes even more dangerous,” Lapinski said. “Things won’t necessarily go the way they were, because of this fatigue.”

The luxury goods sector, where prices have risen in importance to shoppers as a factor when they spend, offers a cautionary tale for the retail industry, the report said. Over the past few years, brands have “significantly raised prices,” the company said, citing Chanel’s decision to increase the price of one of its bags from $5,800 to $11,300 between 2019 and 2025 as an example.

The report said that the sudden rise prompted consumers to withdraw from the sector and turn to premium brands “whose prices they felt were more rational.”

“The same dynamic applies to other sectors,” the report said. “Retailers who try to hold the pricing line by reducing quality risk losing their credibility.”