Avoiding the Sale Trap By Aisha Taylor
Nina looked at her email, and saw that her favorite shoe store sent her an email saying, “save 40% off this weekend only!” Nina immediately started to think about how many new shoes that she “needed”. She thought, “OMG that’s almost 2 for the price of 1. I need to go there, because I need a new pair of black pumps and I have to have a pair of nude shoes.” As Nina took a step back, she started to realize that was exactly what the store wanted her to think. They wanted to trigger a sense of “I have to have it now.” Nina thought about it a little more, and then decided to go to her closet. She decided to take a survey of her shoes to understand what she already owns. One of the things that she realized is that she loves black pumps. She loves them so much that she has about 10 pair already, with very little differentiation and some of which had only been worn once or twice. Immediately she realized that she didn’t “need” another pair of black pumps. All she needed to do wa