Discount Fatigue Reshapes Holiday Shopping: What Shoppers and Retailers Should Expect
#discount_fatigue #holiday_shopping #ecommerce #retail #consumer_behavior
Consumers Face Discount Fatigue Ahead of Holiday Shopping
As Black Friday and Cyber Monday approach, new research reveals a growing sense of “discount burnout” among shoppers. Retailers, accustomed to driving sales with deep promotions—especially during economic uncertainty—now face a more skeptical audience. A survey by AlixPartners highlights that consumers are increasingly wary of endless sales, questioning the true value behind the deals and showing less excitement for the seasonal shopping frenzy that once defined November.
Changing Shopping Habits and Retail Realities
Today’s shoppers are savvier, using apps and AI tools to instantly compare prices across hundreds of stores, making loyalty harder to earn and discounts less impactful[1][4]. While online spending continues to break records—with U.S. consumers dropping $10.8 billion online last Black Friday—many now start bargain hunting weeks before the big day, diluting the event’s novelty[2][5]. Meanwhile, small businesses struggle to keep up, often unable to afford the aggressive promotions larger chains deploy, further highlighting the uneven playing field in holiday retail[6].
Looking Ahead: A Shift in Strategy
With 60% of Gen Z regretting past impulse buys and more shoppers prioritizing free shipping and transparency over sheer discounts, retailers must rethink their approach[4]. The future of Black Friday may depend less on slashing prices and more on delivering genuine value, seamless experiences, and trust—proving that in the age of discount fatigue, quality and convenience could be the new currency of holiday shopping.
About the Organizations Mentioned
AlixPartners
## Overview of AlixPartners AlixPartners is a renowned global consulting firm founded by Jay Alix in 1981 in Detroit, Michigan. Initially known for its expertise in restructuring, the firm has evolved into a multidisciplinary advisory service, helping clients capitalize on significant opportunities and address complex challenges. ### History and Evolution AlixPartners began its journey as Jay Alix & Associates PC, quickly gaining recognition for innovative restructuring strategies. Notable milestones include advising on major Chapter 11 reorganizations such as General Motors, Kmart, and Enron. The firm expanded its services to include corporate strategy, cybersecurity, data governance, and more. In 2006, Hellman & Friedman invested in AlixPartners, followed by CVC Capital Partners' acquisition in 2012. ### Key Achievements - **Restructuring Expertise**: AlixPartners has been instrumental in several high-profile restructuring cases, solidifying its reputation as a leader in the field. - **Diversification**: The firm has successfully transitioned into a full-service advisory firm, offering a wide range of services across various industries. - **Global Presence**: With over 25 offices worldwide and a staff of over 3,500, AlixPartners operates in key regions including the Americas, Europe, Asia, and the Middle East. ### Current Status Today, AlixPartners is valued as a comprehensive business advisory firm, providing critical services such as turnaround & restructuring, corporate strategy & transformation, and cybersecurity. The firm's commitment to speed and decisive action has earned it recognition for its ability to deliver results quickly and effectively. ### Notable Aspects - **Core Values**: AlixPartners emphasizes core values like commitment, professionalism, teamwork, and personal respect, guiding its decision-making and operations. - **Innovation**: The firm is known for its propensity to action and its ability to navigate complex challenges in a rapidly changing business environment. - **Awards and Recognition
