When Is a Sale Not a Sale?
Okay, will someone please explain to me the ads the promote a one-day sale, when the sale is really two days--or more? Take Macy's ad for its "ONE DAY SALE" today. "Savings and Values Storewide 25%-80% Off on Thousands of Items Throughout the Store."
But wait, the sale actually started yesterday. Of course, yesterday's sale was a "preview day" so maybe it didn't really count as part of the "one-day sale"--even though the store opens early on both days and the sale prices are good for both days.
I know, I shouldn't complain when stores are willing to run discounts for more than the advertised day. I appreciate, even relish, the constant sales, even those three-day sales that morph into four days and then run over into the next week's sales marathon. But these promotions make it easy to see why shoppers are always demanding discounts, even when there are no official "sales." Stores are constantly trying to build excitement and make it seem like a rare, fleeting event, even when it's not. But it must work since they continue doing it. You know--one weekend, it's the "biggest sale of the season." The next weekend, it's the "biggest sale of the year." Then it's the "special anniversary sale," followed by the "harvest" or "spring" or "summer" sale.
Macy's spokeswoman Elina Kazan explained the chain's promotion policy, saying the one-day sale is a company tradition that offers great values. "It is our signature sale that dates back to the early 1900's," Kazan said. "The Preview Day is an extension of the One-Day Sale and is an added service to our customers who may not be able to shop our stores on the sale day but can shop on the day before. The majority of our shoppers are working women, and we need to be flexible to accommodate their busy work and personal schedules."
So in other words, it's a two-day sale. As one of my colleagues says, "What do they take us for, idiots? In fact, we are. Lemmings, all of us. Give us a sale, watch us shop."
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