A ‘50% OFF!’ sign hangs in the window of your favourite clothing store. You excited and thrilled for the new purchases you are about to make. You grab:
- That sweater you longed for
- That jacket you needed
- And unnecessary shirts that’ll make great additions to your wardrobe…
You mentally add up the prices, “Okay the sweater is $50, the jacket is $100 and three shirts that are $10 each. Altogether it’s… $180. Divided by 2, it should be uhm… $90 all together. What a good deal!”
You proceed to the cash register and hand everything over. As the cashier is ringing your selections through, you proudly take out your wallet and prepare your payment.
The cashier breaks the silence and announces your total. “That’ll be $180.80.”
Now there are many ways customers react to this situation, but I can sum it up in two ways. Anger or humiliation.
The Angry Customer
Will do either one or all of the following:
- Correct cashier
- Raise their voice
- Act like they know everything
- Cause a scene
- Storm out of the store
The Humiliated Customer
- Act as if they’ve done something wrong
- Look worried
- Slip away from the store
However way you would react, it could all be avoided by doing one crucial, outrageous, important, out of this world, crazy thing. It’s so huge, I don’t think you can handle it. I will reveal it anyway because it will save what’s left of humanity.
Are you ready?
Read. All you have to do is read.
I know the huge ‘50% OFF’ signs are so pretty and intriguing, but there is more than what meets the eye. You must read everything!
- Read above
- Read below
Keep a magnifying glass handy so you could read the fine print. If you still don’t understand, ask a sales associate. Remember what I said in my last post, ‘How To Make Shopping Faster & Easier‘, we are your friends! Not your enemy!
Now to better understand the above situation. The ‘50% OFF’ sign contained much more vital information.
- Above the ‘50% OFF’, read medium sized font saying ‘Up to’
- Below read much smaller print saying ‘Prices are marked’
What Does This Mean?!
This means, everything in the story is marked as it is. No additional discount. The ‘up to’ is a deceiving way of saying some things can add up to 50% off with previous mark-downs of the product.
The world of consumerism is filled with marketing and advertising. Be smart shoppers and don’t get sucked in by the big bold letter announcing the store is on sale. Remember they’re big and bold for a reason! Read the fine print. Ask for help from the sales associate. You need them when fighting the sneaky sale signs.