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Oh do we love sales...40% Off, Buy One Get One Free, Free, Free! In a city of consumption nothing excites us more than the thought of a deal. Before you run out to get your free key chain with a $100 purchase at Macy’s, here are a few things to consider.
Stores are in the business of making money. A sale doesn’t happen because they understand the financial burdens of city living — they want to liquidate the crap. During a recent trip to Bloomingdales I had a conversation with a personal shopper. I expressed my desire for a particular suit and told him how I heard they were running a 40% off sale — I was excited to steal this fine piece of tailored clothing. But of course none of the items that brought me into the store were on sale. Classic items that are in demand are almost never reduced. The point of a sale is to move inventory that isn’t selling.
Stores play with emotion. Whoa! A Zegna suit for 40% off — What a deal! But on any other day would you even consider buying a green velvet suit? Of course not. Yet the thought of saving tons of money for such a status brand causes you to buy impulsively. This will ultimately leave you with a closet full of clothes you never really wanted.
You work hard for your money — before you buy into mass marketing, have some self-control. You are better off saving up and buying the item you originally wanted than acting spontaneously for the sake of “a deal.” The only deal is you leaving a store, with the item you wanted, feeling satisfied and looking great.
I never did buy a suit that day; luckily my buddy John was there to be my voice of reason. I, like many other consumers, would have bought just to buy, a temptation most brand whores give into. Instead, I left empty handed...but a few weeks later I went back with one singular purpose — to buy the suit I originally sought out for.
It might not have been 40% off, but it certainly wasn’t green velvet.
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