Millennials Less Concerned About Discounts Than Older Shoppers, Report Says

and Generation Xers “are less likely to consider purchasing at full price,” while millennials are less concerned about discounts, said the report. Seventy-six percent of baby boomers won't pay full price when shopping for home electronics, home appliances, furniture, smartphones and vehicles, said the report and 90 percent of all consumers surveyed acknowledged that discounts in department stores and mass merchants significantly influenced, or somewhat influenced, their expectations for discounts in home electronics. Similar expectations were shared by consumers shopping for home appliances (88 percent), furniture (86 percent), smartphones (83 percent) and vehicles (80 vehicles). More than 70 percent of baby boomers said they would definitely not or probably not buy an item in the specified categories at full price, with 79 percent saying a discount would “likely be necessary” when buying home electronics. Some 41 percent of millennials said they would definitely not or probably not buy home electronics at full price, and just 35 percent would be less likely to buy a smartphone at full price, said the report. Two-thirds of millennials surveyed were planning to buy a smartphone and 65 percent were planning to buy home electronics in the next 12 months, it said. The survey of 750 respondents was conducted in March among baby boomers, Gen Xers and millennials, it said.