Cost-of-living worries spur festive bargain hunting, consumers sceptical over sales

Ongoing cost-of-living concerns are driving shoppers globally to seek out more bargains as they try to make their disposable income stretch further, according to research.

Despite the increasing popularity of sales before, during and after the holiday season, there is a growing scepticism amongst consumers towards the real value of the discount or promotion on offer, according to the latest EY Holiday Shopping Survey.

Highlighting the continued squeeze on disposable incomes, 57 per cent are planning to participate in sales because of their financial situation. Interestingly however almost two-thirds (64 per cent) are sceptical of festive sales, questioning the real value of the discount/promotion. Furthermore, more than half (58 per cent) say that the actual items they want to buy are not part of the promotion.

The survey of 13,000 global consumers on their views and attitudes towards the Christmas and holiday shopping season revealed that almost half (45 per cent) of consumers…

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