Ready for your blood pressure to rise…Here is comes….. SALE!
Pavlov proved on certain commands, the dogs would come running!
Did you participate in Black Friday? Cyber Monday? Welcome to Pavlov’s world. You have been conditioned for years by retailers to barely finish digesting your Thanksgiving Meal and then rush out to stores in hope of finding that outstanding bargain. Gotcha!
Did you find what you were looking for or did you end up settling for whatever they had on sale. Or worse yet, did you buy what you wanted at full price, simply to not feel cheated out of the Black Friday Experience.
After Black Friday, the retailers all count the products they have left, and that tells them how many more sales they need to have before Christmas. Then starts the Two Day Super Sale or the Santa Doesn’t Want a Hernia Sale and finally the Last Chance Before Christmas Sale. The world will come to an end if you miss that one! Nobody wants to miss their Last Chance!
The best time to buy is in January, when they have to get rid of all the leftover stock or pay taxes on it. Do NOT go buy right after Christmas. They know all those gift cards and Christmas Money are coming and you won’t get any break now. The day after Christmas is almost as good for retailers as Black Friday.
Pricing is another key to the Psychology of Marketing. Why is everything always $19.95. Because people automatically associate with the first half of a number, not the last half. $19,95 says 19, not $20. Even though with tax, the item will be over $20. The other trick is 20% off sale. You save your sales tax, the retailer writes off the discount and everybody feels like they gained something. What you have to find out is, what was the regular price. If a retailer normally sold an item for say 19.95 against a suggested retail price of $24.95. Now, with the SALE, they are giving you 20% off the Suggested Retail Price, you aren’t saving a thing. So make sure you know what an item sold for before Christmas.
Here’s my favorite. You have a Credit Card that pays you CASH BACK. They’re screwing you for 14 – 24 percent on ALL of your purchases but by golly you will get 1% cash back. Pay CASH! You’ll get 14 – 24 percent back. People need to remember an old concept in savings. The Christmas Fund. Save all year and spend it at Christmas. Avoid Credit Card Debt.
Last but not least, here come the Charities. December is their banner month too. Watch out for those Bell Ringers, they can be vicious.
I personally resent being assaulted every time I go to a big box store. But they aren’t alone, every major charity will solicit you and they do sell each other their lists of donors. So if you give to one, you will be solicited by others. I filed a complaint with the Federal Trade Commission on that one. It took me weeks to get off of all the lists. If you want to donate, give cash to a local charity. If you chose to give to a National Charity, make sure you tell them NOT to give or sell your information to anyone for any purpose.
You are being manipulated, more than you will ever know. That’s the Psychology of Marketing.