Shoppers say 'ho-hum' not 'ho-ho-ho' to sales

By CHRISTINA REXRODE and SARAH SKIDMORE | December 7, 2011 | 3:05 AM EST

Sale, schmale.

Used to be, customers would come running when stores cut prices. But these days, more Americans are becoming blasé about bargains.

To be sure, people have been shopping more than ever this holiday season, largely because of a flood of sales. But Americans have become so used to deep discounts that they expect each sale to be bigger and better than the last. That means retailers will likely have to keep slashing prices, which could hurt their bottom line.