Major retailers are offering summer deals to entice inflation-weary shoppers

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Americans who spend Memorial Day scouting sales online and in stores may find more reasons to celebrate the return of warmer weather

NEW YORK — Americans who spend Memorial Day scouting sales online and in stores may find more reasons to celebrate the return of warmer weather. Major retailers are stepping up discounts heading into the summer months, hoping to entice inflation-weary shoppers into opening their wallets.

Target, Walmart and other chains have rolled out price cuts — some permanent, others temporary — with the stated aim of giving their customers some relief. The reductions, which mostly involve groceries, are getting introduced as inflation showed its first sign of easing this year but not enough for consumers who are struggling to pay for basic necessities as well as rent and car insurance.

The latest quarterly earnings reported by Walmart, Macy's and Ralph Lauren underscored that consumers have not stopped spending. But multiple CE0s, including the heads of McDonald's, Starbucks and home improvement retailer Home Depot, have observed that people are becoming more price-conscious and choosy. They're delaying purchases, focusing on store brands compared to typically more expensive national brands, and looking for deals.

“Retailers recognize that unless they pull out some stops on pricing, they are going to have difficulty holding on to the customers they got," Neil Saunders, managing director of consulting and data analysis firm GlobalData, said. “The consumer really has had enough of inflation, and they’re starting to take action in terms of where they shop, how they shop, the amount they buy.”

While discounts are an everyday tool in retail, Saunders said these aggressive price cuts that cover thousands of