{"success":true,"data":{"pressRelease":{"id":"166700","rtpr_id":"nPn7FbJSMa-20261012","ticker":"BURL","exchange":"NYSE","all_tickers":["BURL"],"title":"Thrill of the Deal: For 87%, Getting a Great Deal Is More Satisfying Than Owning a Luxury Item","author":"PR Newswire","published_at":"2026-10-12T17:46:35.279Z","article_body":"Thrill of the Deal: For 87%, Getting a Great Deal Is More Satisfying Than Owning a Luxury Item\nPR Newswire\n\nBURLINGTON, N.J., Oct. 12, 2026\n\nNew survey results from Burlington Stores illustrate how Americans are\nredefining value and embracing the hunt for great deals ahead of the 2026\nholiday season\n\nKey Points\n\n * A new survey from Burlington highlights how consumer shopping and purchasing\nsentiment remain positive despite facing nationwide economic pressure.\n * Nearly 60% of shoppers expressed concern about going over budget, but dupe'\nproducts and in-person shopping are the simple yet effective ways consumers\nsay they plan to stretch budgets across holiday spending.\n * For over half of respondents (58%), the idea of shopping on a smaller holiday\nbudget this year excites them because of the hunt for the best deals.\n * For those searching for the perfect gift at the perfect price, Burlington\noffers merchandise up to 60% off other retailers' prices on trending styles,\nname brand merchandise and seasonal décor for the entire family and home.\nBURLINGTON, N.J., Oct. 12, 2026 /PRNewswire/ -- Burlington Stores, one of the\nfastest-growing national off-price retailers, released today its latest\nconsumer insights, revealing attitudes toward spending, style and savings. The\nsurvey, conducted by Wakefield Research on behalf of Burlington, offers a\nsnapshot of how Americans say they plan to approach the 2026 holiday season as\nthey balance gifting with spending budgets.\n\nShoppers Remain Generous at the Holidays\n\nDespite economic uncertainty, holiday shopping for others remains a priority\nfor many Americans. Most respondents (80%) expect to spend the same amount or\nmore this year on holiday shopping compared to last; however more than half of\nthem (58%) are concerned about going over budget. That concern is even higher\namong parents (69%), particularly Gen Z parents (77%).\n\n\"Shoppers are savvy, and they're strategically searching for ways to save this\nholiday season,\" said Chris Miller, executive vice president, chief marketing\nofficer at Burlington. \"Supported by our reimagined store design and\nconsistent rotation of fresh merchandise, Burlington delivers the trending\nbrand names on consumers' shopping lists at the prices they're hunting for.\"\n\nDeal Hunting is Motivating and Exciting\nWith holiday purchases top of mind despite budget concerns, scoring an amazing\nbargain isn't just smart shopping; for some, it's a challenge they face head\non. For over half of Americans (58%), the idea of shopping on a smaller\nholiday budget this year excites them because of the hunt for the best deals\nand 87% say getting a great deal is more satisfying than owning a luxury item.\n\nHoliday shopping also begins early for U.S. shoppers. Thirty-seven percent\nsaid they plan to start holiday shopping before Black Friday and Cyber Monday,\nand the majority (86%) plan to begin holiday shopping beginning before\nDecember 1. It appears U.S. consumers are using a \"slow-and-steady\" strategy\nfor purchasing, taking their time to decide on the perfect gift at the perfect\nprice. With fresh merchandise arriving weekly, Burlington offers endless\nopportunities to discover something new and surprising.\n\nFor many Americans, in-store shopping offers unique opportunities not\navailable online. The ability to interact with and try on items before\npurchasing is the leading factor (70%) for many when in-person shopping,\nfollowed by:\n\n * Discovering unexpected finds (55%)\n * The simple pleasure of getting out of the house (54%)\n * Scoring a great deal (50%)\n * Taking purchases home immediately without waiting for delivery (50%)\nBurlington combines the unique in-person shopping experience with the thrill\nof discovering a surprisingly great deal at a great price. Available across\nthe continental U.S. and Puerto Rico, all new Burlington locations feature a\nmodernized store format with wider aisles and bold, bilingual signage, making\nit easier than ever for shoppers to find the brands and must-have trends they\nknow and love. With merchandise at up to 60% off other retailers' prices on\ntrending styles and new merchandise arriving daily for the entire family and\nhome, every day is a new opportunity to discover the perfect gift.\n\nAbout Burlington Stores, Inc.\n\nBurlington Stores, Inc., headquartered in New Jersey, is a nationally\nrecognized off-price retailer with Fiscal 2025 net sales of $11.5 billion. The\nCompany is a Fortune 500 company and its common stock is traded on the New\nYork Stock Exchange under the ticker symbol \"BURL.\" The Company operated 1,287\nstores as of the end of the second quarter of Fiscal 2026 in 47 states,\nWashington D.C., and Puerto Rico, principally under the name Burlington\nStores. The Company's stores offer an extensive selection of in-season,\nhigh-quality branded merchandise at up to 60% off other retailers' prices,\nincluding fashion-focused women's apparel, menswear, youth apparel, baby,\nbeauty, footwear, accessories, home, toys, gifts and coats.\n\nWakefield Research Methodology\n\nThe Burlington Survey was conducted by Wakefield Research\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4795790-1&h=1073709502&u=http%3A%2F%2Fwww.wakefieldresearch.com%2F&a=Wakefield+Research)\n among 2,000 nationally representative U.S. adults ages 18+, between July\n24th and August 5th, 2026, using an email invitation and an online survey. The\nstudy included an oversample to increase the total number of Gen Z parents to\n100. The data has been weighted to ensure representation of the U.S. adult\npopulation.\n\nResults of any sample are subject to sampling variation. The magnitude of the\nvariation is measurable and is affected by the number of interviews and the\nlevel of the percentages expressing the results. For this study, the margin of\nerror is plus or minus 2.2 percentage points at the 95% confidence level for\nthe main sample. It is higher for other subgroups, like the Gen Z parents\nsubgroup at plus or minus 9.8 percentage points at the same confidence\nlevel.\n\nFor all media inquiries and to receive additional information, please contact:\nBurlington@clynch.com (mailto:Burlington@clynch.com)\n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/thrill-of-the-deal-for-87-getting-a-great-deal-is-more-satisfying-than-owning-a-luxury-item-302905968.html\n(https://www.prnewswire.com/news-releases/thrill-of-the-deal-for-87-getting-a-great-deal-is-more-satisfying-than-owning-a-luxury-item-302905968.html)\n\nSOURCE Burlington Stores, Inc.\n\n\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS2011460/Burlington-Storefront.jpg?id=OA3013600\nhttps://mmx.prnewswire.com/media/MS2002802/Burlington-LOGO.jpg?id=OA3013596\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved.","article_body_html":"","raw_payload":{"data":{"id":"nPn7FbJSMa-20261012","title":"Thrill of the Deal: For 87%, Getting a Great Deal Is More Satisfying Than Owning a Luxury Item","author":"PR Newswire","ticker":"BURL","created":"2026-10-12T17:46:35.279Z","tickers":["BURL"],"exchange":"NYSE","article_body":"Thrill of the Deal: For 87%, Getting a Great Deal Is More Satisfying Than Owning a Luxury Item\nPR Newswire\n\nBURLINGTON, N.J., Oct. 12, 2026\n\nNew survey results from Burlington Stores illustrate how Americans are\nredefining value and embracing the hunt for great deals ahead of the 2026\nholiday season\n\nKey Points\n\n * A new survey from Burlington highlights how consumer shopping and purchasing\nsentiment remain positive despite facing nationwide economic pressure.\n * Nearly 60% of shoppers expressed concern about going over budget, but dupe'\nproducts and in-person shopping are the simple yet effective ways consumers\nsay they plan to stretch budgets across holiday spending.\n * For over half of respondents (58%), the idea of shopping on a smaller holiday\nbudget this year excites them because of the hunt for the best deals.\n * For those searching for the perfect gift at the perfect price, Burlington\noffers merchandise up to 60% off other retailers' prices on trending styles,\nname brand merchandise and seasonal décor for the entire family and home.\nBURLINGTON, N.J., Oct. 12, 2026 /PRNewswire/ -- Burlington Stores, one of the\nfastest-growing national off-price retailers, released today its latest\nconsumer insights, revealing attitudes toward spending, style and savings. The\nsurvey, conducted by Wakefield Research on behalf of Burlington, offers a\nsnapshot of how Americans say they plan to approach the 2026 holiday season as\nthey balance gifting with spending budgets.\n\nShoppers Remain Generous at the Holidays\n\nDespite economic uncertainty, holiday shopping for others remains a priority\nfor many Americans. Most respondents (80%) expect to spend the same amount or\nmore this year on holiday shopping compared to last; however more than half of\nthem (58%) are concerned about going over budget. That concern is even higher\namong parents (69%), particularly Gen Z parents (77%).\n\n\"Shoppers are savvy, and they're strategically searching for ways to save this\nholiday season,\" said Chris Miller, executive vice president, chief marketing\nofficer at Burlington. \"Supported by our reimagined store design and\nconsistent rotation of fresh merchandise, Burlington delivers the trending\nbrand names on consumers' shopping lists at the prices they're hunting for.\"\n\nDeal Hunting is Motivating and Exciting\nWith holiday purchases top of mind despite budget concerns, scoring an amazing\nbargain isn't just smart shopping; for some, it's a challenge they face head\non. For over half of Americans (58%), the idea of shopping on a smaller\nholiday budget this year excites them because of the hunt for the best deals\nand 87% say getting a great deal is more satisfying than owning a luxury item.\n\nHoliday shopping also begins early for U.S. shoppers. Thirty-seven percent\nsaid they plan to start holiday shopping before Black Friday and Cyber Monday,\nand the majority (86%) plan to begin holiday shopping beginning before\nDecember 1. It appears U.S. consumers are using a \"slow-and-steady\" strategy\nfor purchasing, taking their time to decide on the perfect gift at the perfect\nprice. With fresh merchandise arriving weekly, Burlington offers endless\nopportunities to discover something new and surprising.\n\nFor many Americans, in-store shopping offers unique opportunities not\navailable online. The ability to interact with and try on items before\npurchasing is the leading factor (70%) for many when in-person shopping,\nfollowed by:\n\n * Discovering unexpected finds (55%)\n * The simple pleasure of getting out of the house (54%)\n * Scoring a great deal (50%)\n * Taking purchases home immediately without waiting for delivery (50%)\nBurlington combines the unique in-person shopping experience with the thrill\nof discovering a surprisingly great deal at a great price. Available across\nthe continental U.S. and Puerto Rico, all new Burlington locations feature a\nmodernized store format with wider aisles and bold, bilingual signage, making\nit easier than ever for shoppers to find the brands and must-have trends they\nknow and love. With merchandise at up to 60% off other retailers' prices on\ntrending styles and new merchandise arriving daily for the entire family and\nhome, every day is a new opportunity to discover the perfect gift.\n\nAbout Burlington Stores, Inc.\n\nBurlington Stores, Inc., headquartered in New Jersey, is a nationally\nrecognized off-price retailer with Fiscal 2025 net sales of $11.5 billion. The\nCompany is a Fortune 500 company and its common stock is traded on the New\nYork Stock Exchange under the ticker symbol \"BURL.\" The Company operated 1,287\nstores as of the end of the second quarter of Fiscal 2026 in 47 states,\nWashington D.C., and Puerto Rico, principally under the name Burlington\nStores. The Company's stores offer an extensive selection of in-season,\nhigh-quality branded merchandise at up to 60% off other retailers' prices,\nincluding fashion-focused women's apparel, menswear, youth apparel, baby,\nbeauty, footwear, accessories, home, toys, gifts and coats.\n\nWakefield Research Methodology\n\nThe Burlington Survey was conducted by Wakefield Research\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4795790-1&h=1073709502&u=http%3A%2F%2Fwww.wakefieldresearch.com%2F&a=Wakefield+Research)\n among 2,000 nationally representative U.S. adults ages 18+, between July\n24th and August 5th, 2026, using an email invitation and an online survey. The\nstudy included an oversample to increase the total number of Gen Z parents to\n100. The data has been weighted to ensure representation of the U.S. adult\npopulation.\n\nResults of any sample are subject to sampling variation. The magnitude of the\nvariation is measurable and is affected by the number of interviews and the\nlevel of the percentages expressing the results. For this study, the margin of\nerror is plus or minus 2.2 percentage points at the 95% confidence level for\nthe main sample. It is higher for other subgroups, like the Gen Z parents\nsubgroup at plus or minus 9.8 percentage points at the same confidence\nlevel.\n\nFor all media inquiries and to receive additional information, please contact:\nBurlington@clynch.com (mailto:Burlington@clynch.com)\n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/thrill-of-the-deal-for-87-getting-a-great-deal-is-more-satisfying-than-owning-a-luxury-item-302905968.html\n(https://www.prnewswire.com/news-releases/thrill-of-the-deal-for-87-getting-a-great-deal-is-more-satisfying-than-owning-a-luxury-item-302905968.html)\n\nSOURCE Burlington Stores, Inc.\n\n\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS2011460/Burlington-Storefront.jpg?id=OA3013600\nhttps://mmx.prnewswire.com/media/MS2002802/Burlington-LOGO.jpg?id=OA3013596\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved."},"type":"article","timestamp":"2026-10-12T17:46:35.327526592Z","server_sent_at_ms":1791827195327},"received_at":"2026-10-12T17:46:35.380Z","source_url":"https://www.prnewswire.com/news-releases/thrill-of-the-deal-for-87-getting-a-great-deal-is-more-satisfying-than-owning-a-luxury-item-302905968.html"},"analysis":{"id":"155040","press_release_id":"166700","analysis_json":{"industry":{"label":"Specialty Retail","sector":"Consumer Discretionary"},"redFlags":[],"eventType":"other","narrative":"Burlington Stores released a consumer survey ahead of the 2026 holiday season showing resilient spending attitudes, with 80% of respondents expecting to spend the same or more than last year despite budget concerns.\n\nThe survey of 2,000 U.S. adults, conducted by Wakefield Research, found 87% say getting a great deal is more satisfying than owning a luxury item, and 58% are excited by the hunt for deals on a smaller holiday budget.\n\nThe release is a brand-marketing piece positioning Burlington's off-price model as a beneficiary of value-seeking behavior; it contains no new financial results or guidance beyond restating Fiscal 2025 net sales of $11.5 billion and 1,287 stores.","sentiment":"neutral","agentHooks":{"shouldPost":false,"suggestedAngle":"Soft consumer-sentiment marketing data suggesting off-price tailwind into holidays — low signal, contextual only."},"keyFigures":{"customDimensions":{"store_count":1287,"fy2025_net_sales":"$11.5 billion","survey_respondents":2000}},"quotedText":"Shoppers are savvy, and they're strategically searching for ways to save this holiday season","namedEntities":{"people":[{"name":"Chris Miller","role":"Executive Vice President, Chief Marketing Officer at Burlington"}],"products":[],"companies":[{"name":"Burlington Stores, Inc.","ticker":"BURL","relationship":"filer"},{"name":"Wakefield Research","relationship":"survey provider"}],"dollarAmounts":[{"amount":"$11.5 billion","context":"Fiscal 2025 net sales"}]},"materialImpact":{"score":1,"reasoning":"Marketing-oriented consumer survey from Burlington with no financial results, guidance, or material business events. Routine PR content ahead of the holiday season."},"tickerRelevance":{"others":[],"primary":"BURL"},"globalImportance":12,"audienceRelevance":25,"eventTypeSecondary":[],"importanceComponents":{"tickerTier":"large-cap retailer","eventGravity":"marketing survey, no financial disclosure","seasonalContext":"pre-holiday","householdBrandBoost":true}},"event_type":"other","event_type_secondary":null,"sentiment":"neutral","material_impact_score":1,"narrative":"Burlington Stores released a consumer survey ahead of the 2026 holiday season showing resilient spending attitudes, with 80% of respondents expecting to spend the same or more than last year despite budget concerns.\n\nThe survey of 2,000 U.S. adults, conducted by Wakefield Research, found 87% say getting a great deal is more satisfying than owning a luxury item, and 58% are excited by the hunt for deals on a smaller holiday budget.\n\nThe release is a brand-marketing piece positioning Burlington's off-price model as a beneficiary of value-seeking behavior; it contains no new financial results or guidance beyond restating Fiscal 2025 net sales of $11.5 billion and 1,287 stores.","key_figures":{"customDimensions":{"store_count":1287,"fy2025_net_sales":"$11.5 billion","survey_respondents":2000}},"named_entities":{"people":[{"name":"Chris Miller","role":"Executive Vice President, Chief Marketing Officer at Burlington"}],"products":[],"companies":[{"name":"Burlington Stores, Inc.","ticker":"BURL","relationship":"filer"},{"name":"Wakefield Research","relationship":"survey provider"}],"dollarAmounts":[{"amount":"$11.5 billion","context":"Fiscal 2025 net sales"}]},"model_name":"glm-5.3-flashx","prompt_hash":"sha256:5c812bd9e28b810d","schema_hash":"sha256:05005c02d9cffac9","created_at":"2026-10-12T17:46:39.421Z","global_importance":12,"audience_relevance":25,"importance_components":{"tickerTier":"large-cap retailer","eventGravity":"marketing survey, no financial disclosure","seasonalContext":"pre-holiday","householdBrandBoost":true}},"durationMs":4028,"modelName":"glm-5.3-flashx"}}