Big Sign, Little Saved

May 15, 2017

shopping trigger

That orange sign is a lot bigger than the white one.

I was in the store the other day when I stumbled upon this display.  The orange sign immediately caught my eye, especially the price listed on it—$1.00!  At first, I stopped in my tracks.  After all I can’t recall the last time I was in a store (that wasn’t a dollar store) and saw something advertised for $1.00.  My old shopaholic tendencies immediately resurfaced and I began to reach towards the display, eager to grab at least 1 or 2 of the Lip Smackers that were on sale.

Then I looked at the orange sign again, and my hand paused in mid-air.

That orange sign is only advertising the discount for the Lip Smackers, $1.00 OFF.  The sign is not the total purchase price for the item on display.  It took me about 5 seconds of searching before I realized that the full retail price was on a white sign, a lot smaller in size than the orange one, and located in the upper right hand corner of the display.

price is not what it seems

The final purchase price is $3.99, not $1.00.

The regular retail price of the Lip Smackers is $4.99.  With only $1.00 off, the final purchase price is $3.99, not $1.00.  Once I realized that these little guys were well over $1.00, I backed away from the case.  Suddenly the Lip Smackers didn’t look as appealing after all.

A big sign, for little saved, it’s a common marketing strategy that retailers use to get us consumers to buy.

Would you have purchased a Lip Smacker, thinking it was only $1.00?

Interested in reading more shopping tips?  Click the words “marketing” or “shopping tips” from the word cloud on the right hand side of this page (labeled TAGS) to retrieve my previous posts.

 

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