Willingness to purchase a gift without a discount U.S. by generation 2017

This statistic depicts the results of a survey in which American consumers were asked if they were still willing to purchase the product at the top of their holiday shopping list without a discount, broken down by generation. According to the survey, 31 percent of respondents in Generation X were unwilling to pay full price for the top product on their holiday shopping list.

How willing U.S. consumers were to purchase the product at the top of their holiday shopping list without a discounted price 2017, by generation

UnwillingSomewhat unwillingSomewhat willingNeutralWilling to buy regardless of price
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Release date

February 2018


United States

Survey time period

January 1-16, 2018

Number of respondents

1,743 respondents

Age group

18 years and older

Supplementary notes

The source provides no information about the method of survey.

The following demographic information was provided by the source:
Millennial 1, 18-27 years
Millennial 2, 28-36 years
Generation X, 37-52 years
Baby Boomer, 53-71 years
Silent generation, 72+ years

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