Discount Fetish

Discount Fetish

We have all experienced the rush of​ adrenalin associated with the realization that we are about to​ buy something that has been discounted. Our culture cherishes the notion of​ a​ discount via a​ sale or​ clearance. The quality of​ the merchandise or​ service is​ seemingly no match for the price. Coupons flow from every crevice of​ our mailboxes and newspapers. Our names and addresses are sold and resold to​ advertisers with a​ panderer’s delight. Consequently we find ourselves fishing through a​ stack of​ .10 cent tuna fish coupons to​ get to​ the real mail. or​ are the coupons the real mail? We are, ostensibly, in​ the holds of​ a​ discount fetish.

an​ analysis of​ our current state of​ discount addiction is​ in​ order. in​ recent years more and more discount exclusive businesses have surfaced. How many of​ you have been to​ a​ .99 cent store? They represent what could be referred to​ as​ the extreme of​ our discount culture. Costume necklaces, stale bread and off brands litter the aisles where disciples of​ discount peruse. How many of​ us have been caught in​ the .99 cent trap? Radio and television remind us that we must take advantage of​ all things .99 cents. Hamburgers and tacos are at​ the top of​ this list as​ the toxic mix of​ food and discounts are rehabilitated as​ good and desirable. Our conditioned state is​ affected by the mere mention of​ a​ sale, by the idea of​ getting a​ superior deal.

as​ technology advances, our culture adapts. Online businesses are using discounts to​ attract customers. Emails have replaced coupon flyers. Discounts now tantalize us from our desktops. Clothes, jewelry and music are some of​ the more popular categories for the taking, as​ it​ were. Customer information is​ traded, bought and sold like commodities. After all, a​ good email list combined with the claim of​ massive discounts can generate a​ windfall of​ cash for a​ struggling business. 25% off, 50%, 1000%, do we really know the difference? The smart shopper will not trust the salesman’s claims. Instead they will do their homework and comparison shop. But many of​ us don’t have the time or​ inclination to​ do so. We would rather trust the retailer as​ we expect not to​ be lied to​ as​ a​ common courtesy of​ doing business.

The idea of​ a​ society developing a​ discount fetish is​ certainly not new or​ necessarily bad. The .99 cent store may serve those who are in​ dire straits economically. Competition for customers keeps discounts rolling and brings prices down, generally. Consumerism remains high stimulating business, which in​ turn benefits our national economy. it​ can be argued that a​ discount fetish is​ conceivably a​ healthy development. So why not embrace this side of​ ourselves. it​ can be stated that it​ is​ our duty as​ loyal participants in​ this nation to​ clutch our coupons and raise them high, while continuing to​ search for the next good deal.

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