Shoppers on the hunt for quality deals: study

A new study says most shoppers plan to take the time to find the best deals this holiday season.

The accounting firm EY surveyed 13,000 people from around the world and found 69 per cent of them are planning to participate in festive sales this year.

“Shoppers are becoming more strategic, focusing on value, using various shopping channels, and being selective with promotions,” the study reads. “These trends continue a shift in consumer behavior that will extend beyond this holiday season. Shoppers are more discerning, tech-savvy, and intentional in how they approach deals.”

Retail analyst Bruce Winder says the overall cost for consumer goods is up roughly 15 per cent from 2019, which could explain why so many people are dedicated to deal hunting.

“They won’t buy anything at regular price,” Winder said. “They’re going to wait until they see something on sale.

“And they’re smart, they’re shrewd. They’re going to say, ‘Hold on, is that really a good sale?’”

Oona Craig, owner of Agricola Street Books in Halifax, said discounted items are big sellers in her store.

“Our number one selling item in the store is our super discounted $5 fiction or non-fiction books,” Craig said.

Winder noted Gen Z shoppers in particular are focused on finding gifts with a personal value.

“They’re trying to find meaningful gifts, gifts that don’t really have to be the most expensive gift, but it really is something thoughtful,” he said.