The research was designed to probe attitudes towards the ever-extending array of retail sales, reduced price offers, discount shops, budget brands and loyalty schemes. Somewhat surprisingly, the top line findings show that a third (35%) of adults think that sales happen too often to be genuine, a fifth shop at a discount grocery store at least once a week, and budget brands are bought by the majority at some point. In terms of loyalty, a third of adults would actually favour lower prices in place of those supposedly all-important points and incentive schemes. The highlight of the shopping year has long been the January sales. In this sense, the findings are indeed surprising. The research does delve deeper into the new cynicism around sales and their value. The distinctive new attitudes appear to be that:

• Over two fifths (43%) of men and (45%) Scots believe that sales happen too often to be genuine.
• Even the least sales-wary group of consumers (young women) are fairly mistrusting. Over a quarter (29%) think they occur too frequently.
• A further 25% of adults believe that sales are an excuse to sell off inferior goods, while a similar number believe that most sales goods are specially brought in.
• Less than a fifth of adults believe that most sales offer genuine reductions.
• Just 13% of adults keep money back at Christmas to spend in January sales.
• As few as 10% of adults try to bring forward a major purchase to coincide with the sales.