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  • Small prices can result in big business
  • Small prices can result in big business
    Zenjazzygeek, Creative Commons (2014) ©
REPORT

What’s the lure of the fixed price store?

From the UK to Japan, people are proudly heading to cheap and cheerful fixed price retailers to buy everything from household essentials to party gifts and cosmetics. Why is this shopping experience so attractive? And can these stores stand the test of time in a competitive retail environment?

Location Global

Scope
Hordes of shoppers excitedly filling their baskets, aisles bursting with goods, and everything as far as the eye can see can be bought for one small sum. This is the norm at fixed price stores around the world, including the UK’s Poundland, which released its first ever Christmas advert in 2016 – a no-frills clip where shoppers are surprised to discover the range of festive treats on offer – firmly establishing itself among the country’s retail giants.

Previously shunned as gimmicky high street outsiders, these shops have enjoyed a surge in popularity; between 2010 and 2015, there was a ...

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