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When Coca-Cola offered the first retail coupon in the 1880s, customers were thrilled. But today, one in four American shoppers will buy something only if it's on sale, and almost half of all merchandise carries a promotional price. The relentless pursuit of deals has totally disrupted the relationship between buyers and sellers. In this playful, well-researched book, journalist Mark Ellwood investigates what happens to markets when everything's negotiable.
- Sales Rank: #806966 in eBooks
- Published on: 2013-10-17
- Released on: 2013-10-17
- Format: Kindle eBook
From Publishers Weekly
Americans love a bargain, and our passion for a good deal has sparked a paradigm shift in the retail industry. Journalist Ellwood offers surprising statistics that indicate that bargain shopping has become a permanent way of life. As a result, businesses have to operate differently, even those not traditionally associated with discounts. Buyers are informed, expectant, and entitled, and they hold all the power. Ellwood calls this new buying reality Shopping 3.0, and explores the effects of dopamine on the brain and the hormonal buyagra resulting from successful customer&'s experiences. While stereotypical bargain hunters may be low-income consumers, Ellwood shows that the wealthy are not immune to the thrill of a deal. He examines the Groupon phenomenon, yo-yoing air travel fares, J.C. Penney&'s disastrous Every Day Prices policy, and the emergence of super-fakes—counterfeit luxury items almost identical to the real thing. While Ellwood discloses intriguing tidbits about how American&'s shop, he also explains the vastly difference purchasing habits of the Chinese, Germans, and Japanese. Well-written and illuminating, Ellwood reveals the implications bargain shopping holds for American retailing not just in the present, but for years to come. Agent: Erika Storella, Gernert Company. (Oct.)
From Booklist
In 2011, most retailers sold 40 to 45 percent of their inventory at “some kind of promotional price” (10 years previously, it was 15 to 20 percent). And people seem to be more accepting about an advertised sale. In 2006, about a third of shoppers took a “70 percent off” sign at face value; now it’s two-thirds. This is a highly informative and entertainingly written book about a radical shift in the relationship between consumers and sellers. One can blame the recent economic slump for this sale-conscious mentality but not entirely. Consumers’ quest for the deal goes back a century or more. What we have now is an environment in which consumers demand bargains all the time, and sellers are always looking for new ways to convince consumers they’re getting a deal, even when they’re not. Like Paco Underhill (Call of the Mall, 2004), Ellwood helps us understand our own frame of mind as consumers while also providing insight into the point of view of the people whose products we buy. --David Pitt
Review
“Well-written and illuminating, Ellwood reveals the implications bargain shopping holds for American retailing not just in the present, but for years to come” — Publishers Weekly
“This book is a bargain hunter’s bible.”—Michael Tonello, author, Bringing Home the Birkin
“Ever wonder how you wound up with so much stuff in your house? Through gumshoe investigative reporting and revealing case studies, Mark Ellwood’s Bargain Fever explores our addiction to acquiring abundantly on the cheap—whether we need the items or not—and how corporations have encouraged and nourished it with coupons, outlets, sales, and other commercial gimmicks. The science of whipping up this consumerism frenzy is startling and somewhat revolting; Bargain Fever is a shopaholic’s cure.”— Dana Thomas, author, Deluxe
“Witty, incisive, and sharply observant, Bargain Fever had me laughing out loud from page one.”— Tilly Bagshawe, author, Adored
“Bargain Fever is just as fierce, funny, tenacious, and tantalizing as its author. I love this book.”—Kelly Cutrone, founder, People’s Revolution, and author, Normal Gets You Nowhere
Most helpful customer reviews
37 of 43 people found the following review helpful.
This book can be entertaining but offers little practical tips.
By Phat Nguyen
I picked up this book from the local library; that is how I shop in my discounted world.
1. If you expect practical shopping tips like those from ShopSmart (I'm not affiliated), I doubt that you'll find any.
2. There is nothing new in the content (dopamine, .99 price tag vs. round number, outlet stuff, superfakes, etc.), and the attempt at humor did not work quite well (maybe just me?).
3. There is no coherent structure, no flow of ideas. It reads like gossipy tidbits bundled together: contemporary, historical, scientific studies, stock market, Turkey, yadayada.
Bottom line: if you are interested in the origin and evolution of coupons or want to know why retailers prefer red color, this book can be entertaining to you. If you hope to be more savvy in shopping, I doubt this book can help.
26 of 30 people found the following review helpful.
Do not pay full price for this book,
By Olney Falcon
Or you didn't learn a thing and wasted the money you paid for it...
Read the book based on having seen the author interviewed...
He would be the first one to tell you to make sure you get a discount for the book...
There's a fair amount of interesting help in this book, but if you're shy and reluctant to ask for a discount you may as well not bother with it...
25 of 32 people found the following review helpful.
Book is not a "how to"
By Auntie Christine
This book is not a how to book the title is very misleading. Instead this book gives long flowery anecdotes on characters with specific examples that would be rarely applicable to the average reader.
I.e. If I don't live in NYC and have never been invited to some high end sample sale and this book offers no tips or information on how to gain an invite then I don't consider it a how to. Instead it offers a long colorful description of the clientele designed to give the reader a visual.
Or, on the other end if it tells me the state that I live in is one that does not double face value on coupons and offers no tips or suggestions to compensate what good dues that do?
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