It's not for nothing that sellers start decorating stores back in November. It turns out that there is a whole series of New Year's tricks that can reach even the heart of old Scrooge.
Thanks to Zuckerberg, Durov and Dorsey, it has become much easier to reach our hearts and wallets. Especially when our friends recommend the same thing. Someone checked in to FourSquare in the store and got a discount, someone became the hundredth subscriber of the Facebook page* and received a free gift.
How can you resist buying if your friend posted a photo of such a cute bear on her wall?
Tips, links, likes, tweets — all this avalanche falls on us on New Year's Eve, and there is practically no salvation.
An interesting experiment was conducted in which the number of sales in two stores was compared. One had a minimum of decorations, festive paraphernalia and there were no smells associated with Christmas. In the second, the coniferous smell of "Magic Christmas" was specially sprayed and Christmas songs were played. Naturally, people liked the store more, in which the spirit of the holiday was literally present.
It is not for nothing that New Year's music of different tones and directions sounds everywhere before the holidays. Lisa Cavanaugh, a marketing professor at the University of Southern California, believes that if I take up more space in people's minds, people will buy more.
In one of the studies conducted in 1993, classical music was played in a liquor store. Under her influence, people didn't exactly start buying more wine, they just chose more expensive bottles. Music at a fast pace spurs us to move, softer encourages us to contemplate the goods.
As soon as we enter the shopping center, and literally from the threshold they begin to offer us a free sample of toilet water or lipstick, give us the opportunity to test a face cream and evaluate a new chocolate. I used to think that all these tricks were a waste of time and money. But in fact, everything turned out to be quite different.
According to the research of the advertising trick with free chocolate, conducted back in 1991, it turned out that after customers tried free samples, they bought more sweets, and it was not necessarily a "trial" chocolate. Moreover, in 2004, another marketing research was published in the journal Marketing Science, which showed that the effect of free samples can last for quite a long time — they can increase sales even 12 months after distribution.
The average customer may think that something is wrong with this product when they see a discount. For example, the quality was not so good, and the store decided to get rid of the goods with the help of pre-holiday discounts.
Much better than discounts, the option "buy one — get the second one as a gift" works.
I just recently experienced the charms of such offers for myself. My friend and I went to a cosmetics store and chose several products. At the checkout, the seller informed us that when buying this jar of scrub, we can take the second one for free, and if we buy three products from this series, we will get them all at a price twice lower, and if we buy this, we will get the second jar for half price ... I think there is no need to tell how many times we were returning to this store.
The "get the second product as a gift" method works flawlessly — and it's terrible!
Time—limited discounts have a magical effect on us - we are ready to rake everything off the shelves, because it will be so cheap only now! Not tomorrow, not the day after tomorrow — just now.
A great example would be "Black Friday". On this day, you can get the lowest prices for the goods that you so want to buy.
Let this list be a small reminder to you that you should not forget to turn on your brains during the festive flurry of special offers that will be showered on you from all sides until March 8. When you know about the tricks of sellers, you have less chances to make an impulsive purchase.
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