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US Consumers Enjoy Being Complimented for Thriftiness, New Study Shows

Being called cheap used to be a bit of an insult, but according to this new survey that was conducted by a low price retailer by the name of Ollie’s, American sentiments are now shifting with all things having been considered and taken into account. According to the findings of this survey, well over half of American consumers, or 54% to be precise, like being called cheap since they consider it a compliment and a testament to their savvy nature.

This creates an exciting opportunity for marketers because of the fact that this is the sort of thing that could potentially end up letting them use such terminology in their email subject lines. With 37% of American consumers saying that getting a discount is as much fun as going on vacation, marketers have a unique chance to zero in on concrete customer needs based on hard facts and data.



Around a quarter of respondents said that they wanted a minimum discount of 50%, but in spite of the fact that this is the case the remaining 75% agreed that any amount would suffice. Additionally, approximately 70% of consumers in the US believe that any item they are about to buy can be purchased for a lower price, and 67% of them will spend more money if they are getting a good enough deal.

With all of that having been said and now out of the way, it is important to note that lower priced items tend to be better suited for such discounts. Buyers that are looking for expensive products usually don’t care about the price, whereas price conscious shoppers who are looking for cheaper items can be easily hooked in with a discount. 74% of shoppers said that low price items are better for discounts, but 67% felt the same about high priced items so the disparity is not very prominent.

It’s no longer a faux pas to call someone cheap if this survey is accurate, so marketers should be more up front in their emails. Consumers are fast becoming more transactional when interacting with marketing emails.

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