In much the same way that investors are analyzing the current state of the stock market and speculating when shares will fall to their lowest point, shoppers (or, should I say, prospective shoppers) are evaluating the winter sales, trying to decide just how low prices are likely to go.
From a personal standpoint I know that, in previous years, an email announcing reductions of 30% would have been greeted with a flush of excitement, a click to the store’s website, and (more often than not) a lunge for my wallet so that I could release my credit cards and let them run free through the fields of savings. But this year, 30% leaves me uninterested. Forty percent may raise a flicker of interest, fifty would definitely start me browsing, but at the moment I think I can quite happily manage to restrain myself from actually buying anything until the reductions start to creep closer to the 60% mark.
It’s mercenary I know, but after years of being at the mercy of stores (and the high mark-up percentage added to most of the items they stock) it’s refreshing to have such a feeling of power.