Discounts

Discounts, sales, clearances, blue light specials. Whatever you want to call them, they only serve to confuse the customer. Confuse them into thinking they are getting a good deal, whether they really are or not. How many times have you found yourself looking at a clearance rack of clothing that says 30% off and in your mind tried to determine if the final price is a good price? I can think of one store right now that seems like they have their “sale of the year” every other month or so.

The true value of an item is getting lost in a flurry of marketing. Which is a better deal, the blender for $100 at Target where I get 5% cash back on my credit card, or the same blender at Macy’s for $125, but I can use my 25% off coupon, or should I buy it on Amazon.com for $90 with free shipping but a painful return process? Can you imagine a time when you could walk into any store and the prices are directly reflective of the actual costs to the retailer? I’m guessing that this is the way it worked in the olden days when you went to your local country store. As competition crept onto the scene, retailers were forced to find creative ways to draw customers to their stores.