Sale Survey: Americans Love Great Deals

Americans love a good bargain. So it’s no surprise that many flock to stores to take advantage of sales and discount, but is there such a thing as too many sales? And how much do Americans actually buy on sale?



In Ask Your Target Market’s latest survey, 57% of respondents said they always try to get things on sale. 23% said they shop sales when it’s reasonably convenient. 17% said they shop sales sometimes, but don’t ever go out of the way for them. And 3% said they don’t ever shop sales. 43% said there are some stores that do have sales so often that it makes them not want to shop there without one.


Coupons are another way for Americans to save money. 43% of respondents said they use coupons often, 50% said they use them sometimes, and 7% said they never use them. Women and respondents age 45 and up were more likely to use them often. Younger respondents were less likely to use them, but over half still use them sometimes.

The Essentials

Sales are a great way for companies to market to customers, but will they actually cause customers to buy things they wouldn’t have normally bought? 38% of respondents said they only buy items on sale when it’s something they would have definitely bought anyway. Another 38% said they buy things they probably would have bought anyway, but they might make the purchase earlier than necessary because of a sale. 7% said they’ll buy things on sale that they like, but probably wouldn’t have bought at full price. And 17% said they’ll basically buy anything if the deal is good enough.

Sales are a great way to save money, but many Americans stick to what they really need to buy. The widget below shows the results of the survey in full. Be sure to click “open full report” for full details.

Photo Credit: Sale

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on December 27 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.