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On the Second Day Of Christmas.....we had a Christmas Sale


Posted At: 02 December 2008 12:55 PM
Related Categories: Retail


Writing this slightly in advance has its drawbacks. For example, just then, I wanted to start with some catchy journalist-type statement like ‘hot off the press’; however, by the time you read this, M&S embarking on another 1 days sale – mere days after its original ‘one-off’ sale – will not be hot off anyone’s press. It’ll probably have been forgotten, unless they go crazy and start having ‘one off sales’ every other day up until Christmas eve, in which case, I expect everyone to be lambasting the ‘previously respected’ retailer for selling itself short, of some shiz.

Anyway. Yes. Last week, Marks and Spencer held their first pre-Christmas sale event for 4 years. Prices were slashed by 20%, and shoppers flocked. So they’re doing it again. Fair play. House of Fraser, Debenhams, Woolworths and Selfridges are due to follow suit (although I don't suppose Woolworths had initially anticipated including all their shops in their sale!)

We are hooked on sales – always have been, always will be (boxing day, anyone?) – but this is the first year in a long time that we’ve perceived them as a necessity. I genuinely feel that most believe they would not be able to afford Christmas without these sales, which actually, is completely ridiculous when you consider that sale mentality makes you buy more than you would’ve had the items not been on sale in the first place (because you are getting a bargain, you are tempted to buy more, and you blow your budget, basically).

And I always question how much of a bargain you are actually getting at a sale anyway. Everyone knows Marks and Sparks is more expensive than your average store (don’t deny it, it just is), so I suppose you have to wonder; are the products actually better, and do they therefore cost more to make, or are M&S just making a better margin on a product of standard quality? I don’t suppose it really matters; M&S still have the luxury of being seen as a reliable brand, and so is in a perfect position for Christmas shoppers and gift givers. While you might not buy your mum some Tesco Belgian chocolates, I bet you’d feel alright about giving her some Marks’ ones…

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