When a Sale Is Not Really a Sale

Certain sights inspire a collective joy in humanity. A new baby’s smile, the sunrise over a lake and I feel that I can confidently include the sight of a sign declaring “Sale-additional 50% off” in that list. We love sales. Across all cultures, whether it be the Netherlands or Mexico the same delightful expression is visible when people come across real bargains. And I don’t think it’s about getting something for nothing—it’s about getting real value for your money. But when is a sale not really a sale?
When I researched bogus sales, the news was full of attorneys general bringing charges against surprisingly well known chain stores. N.Y. attorney general Elliot Sptizer’s office brought charges against one major retailer from Pennsylvania stating “sale prices did not represent a discount from the price for which the item generally sold.” It was all a lie in that case. The news ads, the fliers, the cute little signs-untrue.
Common sense dictates that the best way to know if it’s really a sale is to comparison shop, especially if it’s an important purchase. While nobody wants to run all over the place comparing prices, educating yourself by looking at consumer reports or other information sites, can give you a basis for how much to pay. Yet most of us just plunk down our money relying on the “sale” sign.
You’d be surprised at how honest some of the sales people can be in a store. We were within seconds of buying a computer when I asked the young man demonstrating, if he would buy this computer for the price. He hesitated long enough to arouse our suspicions and then admitted that we could do better elsewhere.
Perhaps one of the best experts on smart purchasing is my mother-in-law. “You know when a sale isn’t a sale? When you don’t need it. Like “Hey Imelda, another pair of black shoes? Why? forty isn’t enough?” She also points out that very trendy items purchased at the end of the season will be out of style before you can really use it. If you’re at the start of the season and an item is discounted 20%, well that’s not really a sale to her.
If you have to drive across town (are we there yet? No, another hour but we’ll save $2.50), pay for parking and use your time up—not a sale. If the shipping costs are high the item isn’t really on sale in that case either.

Jewelry is a frequently “discounted” item. While some department stores do offer loss leaders and a few good deals, most people in the know advise going downtown to the places that deal in wholesale and also sell to the public. Such is not the case for the individual jewelers who offer artistic, unusual items. You many want to frequent those stores not for a good deal, but for other reasons. While they don’t advertise sales, you can always ask if something is going to go on sale. You don’t want to take advantage of smaller stores, but they would often rather be asked and work with you than have you leave without buying. What’s most important to know is that when a husband doesn’t research and overspends on jewelry, no matter how frugal you are, take it and smile graciously.
Then there are the stores where the “sale” sign is dusty, wedged permanently in between two items in the window. While there’s probably no real “sale” on, it often indicates the owner’s willingness to discount specifics. More sinister is the “Going Out of Business” sign that you’ve passed through three seasons now. Even the real liquidation sales are often overpriced.
When a woman misjudges a sale, the result is usually an extra blouse or two that aren’t worn. Not to be gender biased, but (you always know it can’t end up good when a sentence begins that way) when men misjudge a sale, the result is often that computers, large screens, unwieldy machinery or furniture will clutter the house. “Oh wow honey, it can till the soil and tell us the time in Tibet? Well, I guess we can build a shed for it.” Some families have an agreement to check with one another on purchases over a certain amount. Others just resign themselves to finding a monster truck in the driveway sometimes. One couple actually have an account for “great deals.” Each spouse can use it in turn and all items must fit in the closet.
Most legitimate stores will hold an item at least overnight. If you’re subjected to high pressure sales techniques, resist. You can probably find the same thing someplace else.
If it’s a higher quality than you need, or has bells and whistles you won’t use, it’s not really a sale for you. Only you can judge.