Consumer discount store patronage preferences for apparel are investigated using the concept of perceived risk. Apparel items are assigned a type and level of risk: low social, low economic; high social, low economic; and high social, high economic. Females (N=222) responding to a mail survey rate their willingness to purchase each item in a discount store on a scale ofprefer to buy, may buy, ornever buy. Results suggest that consumer preference for purchasing in discount stores declines more sharply when economic risk increases than when social risk increases.