In November and December, we have Singles' Day (11.11), Black Friday, Cyber Monday, Double 12 (12.12), Pre-Christmas Sale, Year End Sale (Y.E.S.), Warehouse Clearance Sales, End Season Sale and probably a few more of fancy sales title that lure into the stores/websites/apps.
Doesn't it seem more attractive when the stores throw in various luxurious freebies such as the latest iPhone, trendy wireless earphones, even the probably-going-to-be-useful electrical appliances on top of the great savings you can get from the 'up to 90% off'?
Christmas is approaching, isn't this a nice opportunity to whip up some deals for your loved ones, fulfill the social-obligated gift exchange and of course, some little rewards for yourself after a year-long dedicated hard work? Not to mention, you have probably foresee a windfall coming this December - The Bonus - which is a recognition for your effort and commitment throughout the year, and therefore, it's fine to get some nice fancy stuff for yourself, right? It wouldn't hurt, I mean, it's not part of your monthly salary, it's a bonus! And bonus means extra. It's extra money you get for working hard and therefore being appreciated by your company. And haven't you been eyeing on the latest gadgets released just a couple of months ago? You were hesitant because of the hefty price tag, but look, now you have some extra money! And it's holiday season, and you've worked so hard, and there's sale so there must be great savings!!!!
Just that, the sale is a sale, but the deal may not be that of a great deal after all. Some companies actually plan the string of holiday sales around six months in advance, and the so-called deals aren't exactly strategised to help you save money, instead, they are designed to tempt you to spend money. And of course they are executed during the holiday seasons, when everyone is immerse in the festive joy, and when your bonus is paid, so you will be more lenient and willing to spend. They'd give you every reason you need to part your money in the facade of great savings. But bear in mind, it's business, and the primary purpose of business is to generate profits, thus no matter how much savings they offer, even if it's 90% off, they are still making a good enough profit after deducting the operational and advertising costs. It's a game that they will always win, but they are smart enough to mislead you to think that you are the one in control and the one who's winning the game so that you will keep wanting to play the game again.
There's actually nothing bad about getting the stuff you need/ want during a sale, and nothing wrong to get a sale item for your loved ones or for any social obligations. After all, given that the companies are still making a good profit after giving such a great discount, don't you ever wonder how much the products has been marked up on the regular days? And if we are going to get something we need/want anyway, wouldn't it be nice to get it at a good price instead of getting scammed by the recommended retail price (RRP)?
Indeed, the problem is not getting the stuff you need/want at a more affordable price. The problem lies with getting the stuff you were made to think you need/want at a price you were manipulated to believe that there's more value for money, that you are having a huge savings from buying more stuff that you 'just in case' will need in future (because buying in bulk will always be cheaper, right?), that you are being a witty, frugal, money smart person stretching your dollar and taking full advantage of the system.
But do you know that some companies actually jack up their prices a month or two right before the sales season so that they can create the false illusion of great savings to tempt you into the shopping spree?
Let me share a personal experience. Some years ago, there was something that I wanted and it was around $70+ after a regular discount in August, but I decided to take some time to think through it. In mid September, the price was raised to $90+ after a lesser discount, and I thought, what a shame to miss a good discount in August, maybe I should wait for the Black Friday Sale in two months time, it's one of the greatest sale so hopefully they can offer it at same price in August. However, during the BFS, the price was only reduced to $80+ , even though they marketed it as the greatest discount they can offer against the RRP, and I decided it's just not worth that kind of money, so I walked away and forgot about it, until another few months later when I happen to visit the store again in April, and noticed that the price has once again reduced to $70+. By then, there's no urge to get it anymore. It has always been a 'want', just that it evolved from a 'I-need-to-have-that' want to a 'that-will-be-good-to-have' want, and so I decided to walked out of the store again, saving 100% of the money.
As you see, companies could manipulate the prices to trick you into the illusion that you've got a good deal during the holiday seasons, when in fact, you could have gotten a better deal if you are willing to compare prices, not just among stores, but also across a couple of months. But if you can wait around for a few months without it, you can definitely live without it, and then it'd be up to you to decide if that's worth the money and its potential growth, if that's something that can really add value to your life, or would it end up in the junkyard 10 years down the road?
After all, you may save 40% for buying something at 40% off, but you'd save 100% if you don't buy anything at all.
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