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Discount fatigue

Richard Umbers, CEO of Myer says that there is an emergence of widespread discount fatigue among consumers. I agree with Umbers that there is discount fatigue but I would contend that this is nothing new. It has been around for many years but it is getting worse and it has become endemic. Many years ago a talented executive close to the retail industry told me that he never bought merchandise at full price. It had to be discounted by at least 30 per cent before he would consider purchasing anyth