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Expected discounts may hurt retailers

Jeff Tyler Dec 11, 2009
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Expected discounts may hurt retailers

Jeff Tyler Dec 11, 2009
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TEXT OF STORY

Bill Radke: This morning, the government will report on retail sales for November. It’s been an interesting holiday retail season. Stores have trained us to expect big discounts. But Marketplace’s Jeff Tyler reports that’s a dangerous strategy.


Jeff Tyler: More than in year’s past, the volume of retail promotions is overwhelming Barry Boone. He owns CurrentCodes.com, a Web site that tracks coupons and discounts at thousands of stores.

Barry Boone: My staff is complaining, you know, because this stuff is just coming out so quickly.

But consumers can’t get enough.

Boone: People are spending a lot more time comparing stores and looking to see who has the better coupons and who has the bigger sales.

So far this season, the best deal Boone has seen is half-price. But many shoppers are holding out for discounts of 60 and 70 percent, says Britt Beemer. He’s founder of America’s Research Group, a marketing firm which recently surveyed a thousand consumers.

Britt Beemer: If retailers don’t give them those discounts, they will likely not see those customers in their stores.

At least not until the next big wave of promotions — the day after Christmas.

I’m Jeff Tyler for Marketplace.

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