USA Today reports that Americans paid a lower average sales tax rate (4.27%) in 2011 than at any time in recent history. Down from 4.63% five years ago and 5.18% in 1973, the average rate has been affected by the consumer shift toward purchase of nontaxable services and savvy shoppers’ tendency to use the internet to buy sales-tax-free goods.
The report cites high state tax rates (motivating consumers to buy elsewhere), deflation (which has lowered sales tax due to falling prices), and increased exemptions as other reasons why the average tax rate has fallen.