American shoppers are ghosting Black Friday deals like an ex who won’t stop texting. A bombshell report from AlixPartners reveals “discount burnout” has hit epidemic levels, with over 9,000 exhausted consumers admitting they’re done chasing sales – they’d rather splurge on quality that doesn’t scream “bargain bin regret.”
Picture this: It’s 2025, and the fashion world is throwing a non-stop discount party. But instead of RSVPs, retailers are getting crickets. AlixPartners’ survey across 140 stores and nine sectors shows price obsession has plummeted 13% year-over-year – except in luxury and beauty, where apparently, “inexpensive” is still code for “sacrilege.”
Shoppers, it turns out, have wised up to the game. After President Trump’s April tariff tango jacked up costs on everything from socks to stilettos, brands responded with a fireworks display of promotions. “Buy one, get one free!” they cried. “Half off everything!”
But now, like that friend who overdoes the enthusiasm at brunch, the vibe is just… tired. Sonia Lapinsky, the report’s sharp-eyed author and AlixPartners’ fashion guru, calls it “fatigue” – shoppers crave consistency, value, and threads that last longer than a TikTok trend.
Deal-hunting, once the holy grail of off-price paradise, has nosedived from numero uno to a dismal 19th on the priority list. That’s right – 30% fewer folks now rank “snagging the steal” as very important. It’s as if consumers collectively woke up, rubbed their eyes, and thought, “Wait, is this sweater 50% off because it’s fabulous… or because it’s flammable?” Retailers, brace yourselves: The discount lever is creaking like an old shopping cart wheel.
Over 60% of holiday fashion hauls are still destined for brick-and-mortar, yet foot traffic is up while baskets are down 5% and linger time has dipped 3%. Lapinsky nails it: “Higher traffic, lower conversions – something’s missing.”
Could it be the lack of mood lighting? Free coffee? Or perhaps that one salesperson who treats browsing like an interrogation? Shoppers want an experience that whispers “retail therapy,” not “endless aisle purgatory.”
This burnout lands just as holiday vibes sour with shaky job markets, grumpy sentiment, and inflation playing villain. Tariffs are forcing price hikes, and retailers can’t just slash deeper without slashing quality – a move that could turn loyal fans into eye-rolling defectors.
Lapinsky warns it’s a “red flag parade”: Discounts won’t drag the crowds like they used to. Compound that with rising costs, and poof – your Black Friday blowout becomes a sad garage sale.
Luxury’s fall from grace steals the show, though. Chanel’s iconic bag? It ballooned from $5,800 in 2019 to $11,300 by 2025 – a hike so steep, it sent high-rollers scurrying to “premium” brands that don’t require a second mortgage.
Consumers traded up… then down, seeking “rational” pricing without the guilt. The report’s mic-drop: “Hold prices steady by skimping on quality? Kiss credibility goodbye.” It’s the retail equivalent of serving kale smoothies at a bake sale – bold, but bound to flop.
As Cyber Monday looms, one thing’s clear: Shoppers aren’t buying the hype. They’re voting with their wallets for brands that deliver delight, not desperation. Retailers, take note – or risk joining the pile of unsold seasonal sweaters gathering dust. In this economy, the real steal might be authenticity over 20% off.
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