The How America Shops® MegaTrends report, Moving On 2012, found that:
80% of Millennials believe it’s important to get the lowest price on most things I buy.
60% are likely to choose a lower priced brand over their usual, if they can save money.
57% of this demographic make a point to search online for discounts before shopping.
63% are now sticking to only those brands and stores they know they can afford.