In what is perhaps the most relatable news of the day, a study has revealed that almost half of women won’t go into a shop unless there’s a sale on.
And we’re not just talking about any old sale: there needs to be a reduction of at least 41% off the original price to lure us in.
The survey, compiled by analytics company First Insight, found that 45% of women won’t enter a shop without a sale, while 39% are even willing to travel to a different shop in the hope of tracking down a cheaper price.
Read more: The best shops to buy every basic
Two thirds of the women surveyed also implied they don’t even enter shops at all, choosing instead to shop online, where 60% of the respondents said they would expect to see bigger price cuts than in traditional shops.
“Consider all of the real and made-up occasions retailers plan sales around,” the survey’s authors wrote in the report.
“With these constant sales in mind, why would consumers ever want to pay full price when another sale is right around the corner?”
Well, quite.
Images: Rex Features
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