British consumers have traditionally been significantly less price conscious than their equivalents in either Continental Europe or America. In years past discounters generally only thrived in the UK in times of recession. Now, however, it is all different, with clothing discounters’ sales growth being lifestyle driven rather than recession driven as was the case in the past. So says the latest report from retail consultancy Verdict. Its consumer research shows that 15 per cent of ABC1s are shopping for clothes more at clothing discounters now than a year ago, and that 23 per cent of them are more likely to consider clothing shopping from supermarkets.