Where Are US Value Shoppers* Shopping? (% of respondents, by generation, July 2018)
Data is from the October 2018 National Retail Federation (NRF) "Fall 2018 Consumer View: Beyond the Bargain Bin: The Rise of the Value-Conscious Shopper" conducted by Toluna Analytics. 3,018 US internet users were surveyed online from June 28-July 19, 2018. The survey has a margin of error of plus or minus 1.78 percentage points.