After Christmas is the time for retailers to quickly exchange their holiday decor for sale signs to advertise the new big sales to wrap up the december necessities. Retail stores are seeking to increase the demand for the remaining products they have in stock in hopes to clean out the supply, and then be able to restock for the new sale seasons in the future. Also, 38% of Americans agree this is a time for all holiday shoppers to return or purchase items they may have or did not received over the holidays. Overall, the days following Christmas are known for the determined shoppers that are seeking to obtain the items they desire, and with the help of post holiday sales, it is deceivingly believed that these products may be obtained.
What most consumers that shop on the few days after Christmas do not understand is that these sale opportunities come with opportunity cost; by anxiously needing to purchase an item you did not receive on Christmas, reality is that by purchasing this item, you are not receiving the quality you paid for. Sales presented by companies can be deceiving due to the advertisements of the cheap quality purchases that can be made, but the trade-offs can be significant. When purchasing sale products, these products are not of the quality they are believed to be; most companies trick you into purchasing items that may be old, overstock, soon on the clearance list, turnaround gift return/exchanges, items not in the correct size or products not in the best shape (lifewire.com). But once purchases are made, there is no going back to return because most items are considered “final sales”. The crazed holiday spirit is used against consumers, supporting the total amount per American to be spent on December 26th to be near $186, rather than conserving the money the have gotten on Christmas, they are drawn into spending it because an item was “on sale”.
Companies rely on the few days after christmas to increase december sales and create a larger profit. It is looked upon as a competitive time between companies to see who can get rid of the most sale items, and then quickly transfer into their next sales season. This attraction has been proven to be similar to Black Friday. As shown in the graph, sales present on December 26th are slightly greater than sales present on Black Friday. As explained by forbes.com, compared to the 45% of Americans to shop on Black Friday, 66% are predicted to shop on December 26th. Proving the effect these manipulative post-Christmas sales have on consumers.
Next time you're seeking those post holiday sale, take the time to analyze the products you're purchasing and the quality of the sale. In the end, retail companies are using these sales to their benefit, and tricking consumers to use their money to help support their efforts to become a primary company of consumption.
Leinbach-Reyhle, Nicole. “The Day After Christmas May Surpass Black Friday In Sales And Success This Holiday Season.” Forbes, Forbes Magazine, 18 Dec. 2015, www.forbes.com/sites/nicoleleinbachreyhle/2015/12/18/new-black-friday/#23d44ef22054.
Montaldo, Donna L. “Score Deep Discounts at After-Christmas Sales.” The Balance, www.thebalance.com/after-christmas-sales-rush-4120601.
Silva, Robert. “After-Christmas Sales and Clearance Shopping Tips.” Lifewire, www.lifewire.com/clearance-after-christmas-sales-1845695.