First Insight’s 2022 holiday report highlights the risk of over-discounting and costly returns. While 70% of consumers are motivated by discounts of 30% or less, 79% say they’ll pay full price if they really like the item. However, charging for returns deters 75% of shoppers, especially among higher-income groups. Most expect a 30-60 day return window. The report also shows changing behaviors: more consumers are buying store brands, shopping secondhand, and using coupons to cut costs. Retailers must balance attractive promotions with flexible, shopper-friendly return policies.

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