These Calvin Klein heels were a clearance rack find that are beyond fabulous. Photo Jean Thornton
During a recent phone call to my cousin, I was detailing my latest handbag purchase from Coach. It was my fourth bag in three months; all were purchased on sale, and all for prices so low I could not justify passing them by. This is my secret shopping confessional, as an expensive new handbag has become a recession dirty deed. My cousin not only understands my shopping guilt, she feels it too as she confesses her own recent Coach purchase. Should I feel bad for buying this new piece of delightful arm candy—and the new wallet inside—while others are facing job loss?
Later, I cruise through the grocery store with this new treasure at my side; I love it so much I won’t let it touch the grocery cart. As I determine the best value jar of peanut butter, I catch myself weighing pennies verses name brands. It occurs to me that I am willing to price cut my own diet and nutrition in exchange for labels and luxury when it comes to my fashion diet. I cannot recall the last time I bought a steak, but I can tell you when that Dolce and Gabbana online sale starts!
I am one of the many across the United States cutting back on groceries, cruising on almost-empty gas tanks, and sitting in the dark to try and pad my wallet (again it is a really cute Coach wallet). I have always been a budget girl. I like knowing exactly where my bottom line is and how to hold it. I set saving goals each month and make sure to reach them. My credit score is great and shocks most bankers who look from it to my shoes and try to figure out how my salary, those shoes, and that credit rating can coexist together. Their face reads plaids mixed with animal print as they struggle to rationalize the combination.
It is with great pride that I can point to what I have achieved financially as an example that anyone can do it. I also have to give credit to my parents and their fiscally minded approach to parenting us. But it does make me wonder: as girl raised without an unending cash flow from mom and dad, how did I end up with such designer tastes?
I am very sure that not everyone in the world immediately presses themselves against the Banana Republic store window and sings “Hello Dolly” to the new wrap dress displayed with a stunning gold heel. I am basing this on the fact that I do not see anyone else except my partner in shopping crime suction-cupped with me, like matching Garfield cats in the back of a Buick. Only after we start getting strange looks from other passers-by do we pry ourselves off and begin a debate over whether we can justify the purchase. It usually ends with the same logic—wait for the clearance rack.
Once an item hits the clearance rack, all arguments for not buying it fly out the window. You see, if you put “% off” next to anything, it suddenly becomes equally better by that same amount. For example, the beautiful black patent leather Steve Madden heels I just bought at 70% off magically became 70% more fabulous than their original level of fabulousness. That is why it is easier to walk away from 20% off that Ralph Lauren dress because the level of fabulous has not increased to the point of it being unbearable not to buy it! A general rule of thumb is that anything over 60% off is unstoppable and credit cards need to be applied.
So my proposal is that the rest of the retail world take a clue from sample sales and knock down their prices. When the stock market tumbles, do not proclaim it a bad day; instead announce that Wall Street is having a mid-season sale with prices so low you would be a fool to walk away. Perhaps a buy two mutual funds, get the third for free (of equal or lesser value of course). Soon the investment report will be as exciting as the celebrity gossip update when you’re checking out the latest craze… overseas’ markets!
It’s all about how you market the markdown that makes those items fly off the shelf. Are those fresh fruits and vegetables about to spoil? I say it’s a “make room for new produce” sale. Mark those slightly squishy Squashes down and watch those deals walk out the door! Buy in the off-season for great savings; it’s like buying a bathing suit in December for next summer’s pool days. So apply the same logic and stock up on pumpkin filling in July for next Thanksgiving’s pie. If this trend catches on, maybe we can get the electric company to jump on the BOGO (Buy One, Get One) band wagon! Who would not love to get July’s electric bill for free when cranking up the AC to beat the summer heat?
Let’s face it, women will never give up their designer names and luxurious leather soles for a gallon of milk; but if that milk is part of the grocery red line clearance section, you just might be able to justify purchasing both. Just because the budget is a little tighter does not mean that you have to cut all the fun from life or all the nutrition from your diet. The key is shopping smarter and embracing the discounts as they come along. Hey, even my name-brand pure breed Jack Russell dog was bought on discount from the local animal shelter; sure he is slightly used but every bit as loveable.
