Recently, J.C. Penney announced plans to do away with sales and instead offer discounted prices every day. The retail giant’s new strategy is a risky one because many shoppers are in the habit of only buying clothing when they see red sale tags.

In fact, a new Coupon survey found that 41 percent of adults who do any clothing shopping report they will only buy clothing on sale.

Additionally, the poll of 2,254 people found that 21 percent will do “anything they can” to save money while clothing shopping.

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