I guess the situation is different depending on where you live, but I have had a generator since 1983 and will have one available as long as I live on the Texas Gulf Coast. I have used it many times and other people say why do you have a generator when the weather is nice. After the storm when mine is running my fridge, some fans, and lights and TV everyone says they wish they had one. It is a cheap insurance policy with immediate returns when power goes out. Yes you have to start it, you have to run it with a load. You have to maintain it and keep fresh gas in it. But I have had the same one since 1983 and it still works fine. My cost in 1983 for my Honda generator $400. My return over the years in use, priceless.
Shop off season find a good one and buy it. Don't wait for the storm, don't wait till you need it. Buy it start it use it, and get familiar with it. That way when you need it, it will be ready and you will know how to operate it.
As far as returns go that's up to the buyer and the store and I have no opinion. If you have to pay thousands of dollars a year for home owners insurance, car insurance, health insurance then what is the $600 to $700 you will spend on a generator in terms of insurance.
The other thing that many do in this area is pay to have an electrician install a plug on their breaker box. By plugging the generator into it you can back feed your house circuts. You need to understand it will not provide all the power to run your house, but if you calculate usage for critical appliances (fridge, TV and a couple of plugs and lights) then it can provide the power you need through your exsisting system. You simply turn off all of the other breakers.
If you want the whole house generator then your talking $5,000 to $6,000 plus and you need to consider the fuel source. (mostly natural gas in my area). Otherwise a small portable one will work just fine. I recommend a Honda generator because they are quieter and seem more dependable. Also invest in a chain and lock to secure it at night. Others who are without can get jealous. Finally always be safe and never operate it in an enclosed space like a garage or basement. Every storm we have at least a few people die because of carbon monoxide. Be safe and be smart.