“Sale fatigue” is real, and it’s having a dampening effect on retail sales, according to First Insight’s study Markdown Mania. Constant retail sales — from Black Friday and Cyber Monday to lesser-known holidays like Singles Day and Cinco de Mayo — have desensitized consumers so much, they’re extremely reluctant to pay full price.
Nearly half (45 percent) of women in the survey say they won’t even enter a store unless they see a markdown of 41 percent or greater. Nearly four in 10 consumers are willing to travel to another store to see if they can find the same item for less.
