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The article looks at U.S. consumers' shopping habits, with information from a 2013 poll. Topics include the trend of webrooming, where consumers purchase an item in a physical store after conducting research about it online, the growing number of brick-and-mortar retailers with online price matching programs, and the likelihood of members of the millennial generation to participate in webrooming. Viewing an item in store then purchasing it online, called showrooming, is mentioned.

An interview is presented with Mark Ellwood, the author of the book "Bargain Fever: How to Shop in a Discounted World," in which he discusses department store sales, strategies for shopping at discounted prices, and the ethical aspects of showrooming and price-matching. The Black Friday retail industry event is mentioned.