Many Americans are continuing to practice their recessionary buying habits, with a significant number of shoppers noting that price is still the biggest factor when they choose which retailer to go to.

This, according to the new Times and Trends report from SymphonyIRI, which found 75 percent of shoppers still say price weighs heavily in brand decisions. However, this could change if the economy continues to improve – some respondents said they would be more willing to open their wallets should conditions keep progressing.

"There is a sizable consumer segment that is feeling more optimistic about the road ahead, while a similar sized group is expecting a continued deterioration of economic and personal financial health," Susan Viamari, editor of Times and Trends at SymphonIRI, explains. "Among optimistic and pessimistic shoppers alike, all indications point to continued frugality and conservatism in 2012."

Retail brands need to be cautious when trying to appeal to deal-hunting shoppers – many big-name merchants struggled to meet shareholder expectations after massive discounting during the holiday shopping season.

This entry was posted by Retail Pro on Monday, March 19th, 2012 at 10:37 am .