Most consumers are waiting for discounts before they start their holiday shopping

Consumers believe they can get a better price

From Morgan Stanley in a Nov. 7 note to clients:

Consumers are waiting for a deal; 70% of shoppers said they are waiting for stores to offer discounts before they begin their holiday shopping (Exhibit 7). Shoppers are looking to see substantial discounts before they begin spending; 30% of shoppers are waiting for 10% - 20% discounts while 27% are lookin…