Holiday Price Discounts Reveal Shopping Psychology

16 12 2008

With so many retailers ostensibly competing on price during the holiday season of 2008, it’s hard to avoid seeing the 20%, 40%, even 70% off discount signs and commercials designed to bring your holiday spending to some store’s cash register.  But some retailers are being awfully creative in their price promotions to capture a pair of psychological effects: the buyer’s pride in finding a great bargain and the desire to give a high quality gift.

Advertising bargain discounts, not prices, should drive holiday sales

Advertising bargain discounts, not prices, should drive holiday sales

Most people aren’t hoping to give worse presents to their loved ones this year – they want to give the same high quality, aspirational items they’d give in a good economy.  Shoppers accustomed to shopping at mid-range and high-end retailers may not know the location of the nearest Marshall’s, Filene’s Basement, HomeGoods, Sierra Trading Post, or other quality discount retailer.  Here are some examples of premier retailers using holiday discounts to attract holiday spending.

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