In the 1980s, Baby Boomers in general were conspicuous consumers. We spent lavishly to demonstrate the amount of money we made (or wish we made). Consumers didn’t purchase sale merchandise. Sale merchandise symbolically meant you couldn’t afford to pay full price.
The 2008 recession taught consumers and Baby Boomers in particular that saving money is a powerful and important concept. Purchase merchandise on sale can be wiser than paying full price. Throughout this wake up call, many mass market, discount and department store retailers are using a push strategy in the form of weekly sales. Statements that lead advertisement banners include “Red tag sales”, “red dot sales”, “dollar day sales” or “20% off sales”. Sales are becoming so frequent that I am often asked if consumers are even aware of the word “sale.” The answer is absolutely! READ MORE
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