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While daily deals become increasingly popular with consumers, there is conflicting information about whether such offers are worth it for businesses. For some, the payoff does not justify the payout even though others enjoy profits and new customers from the venture.
In a June 2011 MerchantCircle survey of small businesses, the leading reason for liking daily deals was customer acquisition (58%) while at the same time ineffective customer acquisition was also listed as the top reason for not offering a daily deal again (42.4%).
Giving discounts to consumers who would have patronized the establishment anyway is also a concern. According to a ForeSee Results survey, this is not unfounded. Thirty-eight percent of daily deal buyers—the largest share—said they were already loyal to the business offering a deal. However, nearly a third were new customers and the same percentage had been swayed by a discount after having either visited only sporadically or had stopped patronizing the establishment altogether.
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