A frequent myth is that lower-income shoppers rely on deals and only buy products on sale. The facts show, however, that lower-income shoppers are no more likely to purchase sale items than other shoppers. Survey results tell us that lower income shoppers select stores on the basis of many key factors that are just as important as price. While retail marketing often focuses on large package sizes and volume purchases, i.e. 10 for $10.00, much of this messaging is not appealing to the lower ...

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