Consumers Turn to Retail Rewards

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When the economy gets tough, the tough get rewards programs. According to Colloquy Research, which surveyed over 2,100 U.S. consumers in April 2009, almost one-third (32.3 percent) reported that retail rewards programs have become “more important” in their budgeting strategies.

Young adults between the ages of 18 and 25 (46.4 percent) and women between the ages of 26 and 59 (44.4 percent) attributed more importance to rewards programs during the recession.

Similarly, 39.8 percent of emerging Hispanics (those over 21 years old of Hispanic origin earning $40,000 or less annually), 33 percent of affluents (male and females earning $125,000 or more annually) and 23 percent of seniors age 60 or older said the economy made rewards programs more important.

Four in 10 (42.7

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