Discounting: the possibilities

Discount store chains are playing a more important role in people’s lives. But when the economy revives, will consumers switch back to more expensive shopping?Mladen Petrov Ipsos’ 2009 retail survey reveals that as many as 57 pct of Poles have now decided to do their shopping in discount stores. Admittedly, the survey also shows that only one in three Poles is spending less money than before the credit crunch; however, this is still the best result out of the EU nations surveyed. For example, three quarters of consumers in Ireland have started saving. In Poland shopping has become better thought-through, which is reflected by the modest growth in retail sales in 2009. In 2008 this was growing at a two-digit pace every month, and by as much as even 20 pct on the corresponding months of 2007. Last year, although some monthly was growth registered, it was only by a few percent and often