And those findings align with August 2017 data from Simmons Research, which found that higher-income shoppers—also known as affluents—are more likely to look for deals, whether that's online or in-store, than overall consumers.
For example, 53.1% of respondents in the $250,000-plus bracket, and almost as many (51.2%) earning over $100,000 a year said that if they found something they wanted in a store, they would go online to seek a better deal. In contrast, 42.5% of total consumers felt the same way.