A Deal is Not a Deal
As a marketer, you’d think I would love taking advantage of promotions and deals in stores, right? I mean, I’ve bought several daily deals online, but in general, I’m very skeptical of deals. My husband and I are quite frugal, so I’ve taken to looking at the per-unit cost on items, particularly at the grocery store. The fashion bloggers have taught me to consider a piece of clothing on a cost-per-wear basis, which has changed my whole outlook on purchasing clothes!
Sometimes, though, a deal is not a deal. I’m not talking about a blatant higher-cost-per-unit, or an absurd payback period. I’m talking about the fact that you would never buy it full price because you don’t need it. So, if you don’t need it, why would you buy it on sale? I’ve seen people buy clothes because they’re on sale, even though the item doesn’t fit right, or the color is wrong. “But it was on SSAAAALLLLEEEEE!!!!!!” Or, purchasing creamer or cereal in a larger size because the unit cost is lower than a smaller size, but you don’t really like the creamer or the flavor of cereal. Thus, the creamer will spoil and the cereal will go stale before you manage to force yourself to use them up, meaning you’ve wasted $2 instead of $1.25.
A deal is not a deal if you planned to spend $0, and you ended up spending $10 instead of $20. Your budget didn’t exist in the first place, so no amount of discounting or mark-downs can compete with zero. I think the best way to combat this, is to ask yourself if you would ever buy that item or a similar item full price. I look terrible in yellow clothes, so I would never purchase a yellow item at full price. Thus, no amount of sale can persuade me to purchase a yellow item. I love peppermint coffee creamer, and I regularly buy the big bottles at full price. So, if they go on sale, I have no problem stocking up on them, because I know I’ll drink them eventually. I’m even willing to switch brands or make substitutes to take advantage of a sale, but only if I already needed the item in the first place.
Next time you see a sale, control the impulses! Remember that if your budget is $0, that’s the cheapest sale you’ll find, and don’t succumb to anything more than your budget allows! (in this case, it allows NOTHING, because you don’t even WANT that product, let alone need it!)