Almost half of American women won’t walk into a store unless there’s a sale

Read on Quartz

A growing pile of evidence supports a grim conclusion for clothing retailers: Customers are no longer willing to pay full price when they go shopping. A new piece of research shows that 45% percent of American women need to see a markdown of 41% or more to even enter a store, according to a First Insight report (highlighted by Footwear News).

First Insight is an analytics firm that provides insights to a range of brands and retailers—including Caleres, Dick’s Sporting Goods, Desigual, Home Shopping Network (HSN), and Pier 1—by gathering data through game-like surveys on products before they hit the market. The firm surveyed 1,303 American consumers online to analyze how shoppers respond to retailer discounting strategies, and published the results in a January report titled “Markdown Mania.”