Is a sale still a sale when it happens all the time? I’ve never done a random sample to prove this, but I have a sneaking suspicion that on any day of the year, retailers (particularly apparel / clothing / accessories retailers) are promoting discounted prices for whatever reason. Everywhere I go, there seems to be a up to 30% off (or 40% or 50%) sign hung outside storefronts or prominently displayed on websites. That’s not even counting websites and stores devoted specifically to discounted pricing.
Going down the chronological list, you have the sales named after holidays, and then other ambiguously named promotions tucked in between. See for example: After Christmas, New Year, Spring, President’s Day, Easter, Memorial Day, Get-Ready-For-Summer, July 4th, Twice-A-Year, Annual Blowout, Labor Day, Fall, Halloween, Thanksgiving, Black Friday, Winter, and Christmas. Then there are the special pricing on top of sales – for example, 20% to 40% off everything already discounted, the clearance sale, the last-chance sale.
As a consumer, I can’t complain about great sales. I wonder though, have retailers conditioned customers to expect all sales, all the time? The proliferation of discounted prices has imbued in us a sense that there’s always another sale (or sale on sales) just around the corner, so who buys full-priced items anymore?
A 2000 article says that too many store sales can backfire, because consumers just aren’t sure if a sale is really a sale, and if full-priced items are worth paying for anymore if they will end up on the discounted rack in a month or two. One of my girlfriends only buy clothes, shoes, or bags if they are on sale, and not just on any kind of sale – she is the shopping maestro who somehow gets a 20% off an item that has already been marked down 3 times so that in the end, she only paid $20 for a $120 dress.
Sales are an easy way to get consumers in the door, but that comes at a price to retailers. When sales have become so ubiquitous that they are no longer a special opportunity, but an everyday occurrence, what’s the incentive for customers to pay full price?
Have you grown immune to sales? What would you pay full-price for?
image source: revolveclothing.com
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I always hear that sales aren’t actually sales. Stores will mark stuff up just so they can put it “on sale” later. As consumers, we like to feel as though we’re getting a good deal. So the stores make sure we feel that way.
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I can't even tell you the last time I was in anything other than a grocery store. I do all of my shopping online, mostly on Amazon. Even some of my clothes come from there
If I am shopping for clothes, I have signed up for emails from the site (Old Navy, Junonia, etc) and I wait until it's a great deal.
Absolutely everything is marked sky-high. I worked for an online furniture store once and everything was marked up at least 100%, if not more.
I'm not as savvy a discount shopper as others but I do my best to make sure that the quality of what I purchase is worth the cost. I buy most things on sale, but sometimes, it's by coincidence, not because I'm aware of the sales.
Whenever I see a print or TV ad for Macy's, I grab my husband and tell him, "Quick! Macy's having a sale! That *never* happens! We have to get down there NOW!" (I think it was funnier the first hundred times.)
Point being, that store is having a sale pretty much every weekend. If it's not on what you need, waiting one week will pretty much guarantee that it will be. So, yeah, I try never to shop there on weekdays because I know a 10% (or more) discount will be available Friday/Saturday/Sunday.
I've always hated paying full price, but you're right: We're inundated with sales now. It gets to me and makes me cynical about what's "really" on sale. I consider most sale prices to be more or less full-price these days because, other than one or two spotlight items, you rarely see a major discount during these so-called sales.
BF and I joke about this store Benix (a kitchen supplies store) that ALWAYS has huge signs saying at least 80% off everything, sometimes Clearance, etc. And literally everything in the store is on sale. However it's the same price everyday of the year so it's not a true sale even though they have good deals.
I will pay full price for some things like games, game systems, often clothes. I live in a small town too far from a mall so when I make it to a mall and I see something I really like I usually buy it. But I'm still more likely to purchase it if it's on sale.
You will be shocked to learn that we are back to our old consumerism lifestyle here in Australia. Will have a post about it soon and definitely tag your post. Cheers.
You have some great points there. I think some retailers actually mark up their shelf prices so that they can offer a 50% discount and still get the MSRP on it, or if there is a genuine discount it is a very minor one. I personally had that experience at a large electronics store recently. Consumer behavior is such a tricky thing because if the demand is high enough for a product/service than someone would be willing to pay full price. If it's more of a luxury/auxiliary purchase than for me, right now, there would have to be some serious discounting kind of like your friend paying $20 for a $120 dress
Great post and way to try to make people better consumers like I do over at Financially Digital!!
Haha oh man talk about the Foley's "Red Apple Sale". And come on, it's ALWAYS Ford Truck Month!!
Banana Republic is one store lately I've noticed seems to be constantly having sales – and Ann Taylor. I get emails like every day for stores like that. They change up the discounts and rules, but then every time you make a purchase you also get cards for 15-25% off your next visit. And yet somehow I almost always end up paying full price for clothing and accessories…I don't shop often, so when I want/need/see something I just go and get it. I'm not one of those people who enjoys endless bargain hunting.
I pretty much only buy stuff when it's on sale, but I don't really seek out the sales – I just stop by whenever I'm in the area. There is almost always something fun on the clearance rack, and I've gotten some really nice stuff that way! I do look for quality though – my favorite stores are Banana Republic, Ann Taylor Loft, Brooks Brothers, and The Limited. I make sure to hit up outlets when I'm in that area – you can get GREAT deals there!