A recent AlixPartners survey shows that U.S. shoppers are facing "discount burnout" ahead of Black Friday: the emphasis on low prices has fallen about 13% year-over-year, and 30% fewer consumers now consider finding the best deal as "very important." Instead, shoppers are prioritizing value, quality, stable pricing, and in-store experience, indicating that retailers who rely only on discounts may see diminished impact this holiday season.
PRESS RELEASE
7 November 2025
AlixPartners’ Consumer Sentiment Index Was Highlighted In A Segment About Shoppers Focusing More On Value Than Price On MSNBC’s Morning Joe Show
AlixPartners
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AlixPartners is a results-driven global consulting firm that specializes in helping businesses successfully address their most complex and critical challenges.
A recent AlixPartners survey shows that U.S. shoppers are facing “discount burnout” ahead of Black Friday: the emphasis on low prices has fallen about 13% year-over-year, and 30% fewer consumers now consider finding the best deal as “very important.”