The holiday season is a tricky time for consumers. From Thanksgiving to Christmas retailers start offering steep, frequently changing discounts to try and bolster their holiday sales. However, these holiday sale practices do come with a downside that isn't often considered by retailers: The rampant deals and ever-changing doorbusters can make shoppers apprehensive when it comes to purchasing sale items, even if they've had their eyes on something all season.
The customer's main concern is an item's price, after all. While something might be a good deal now, there's always the chance it could get even cheaper during the next round of sales. Waiting is definitely a gamble for shoppers, as it's just as likely prices could increase, but it's a risk that many are willing to take in order to get the most out of their money.
Best Buy is tackling this issue head-on with their "20 Days of Doorbusters" sales event. To keep their customer's needs in mind, the electronics chain will get a jump start on the holidays with new sale items each and every day. Unlike other seasonal sales events, however, the prices are guaranteed. What does this mean for customers? It means that the items on sale are guaranteed to be the lowest Best Buy will charge for them this season. With this, consumers don't need to overthink a purchase or worry about the price changing in the future.
People looking forward to this event won't get a flyer showing which items are on sale when. Instead, Best Buy is keeping the sale items, which vary from laptops to TVs, under wraps until the day of the sale. That day, the item will show up on both Best Buy's mobile app and website. Customers won't be completely in the dark, though. A flyer will be available that showcases each item's outline. There won't be any other information on the items like their size, which brand they're from, or what the price of the item is, but it will give customers an idea of what kinds of sale items are to come.
During the Christmas season, customers are bombarded with an ever-changing sea of sales events from every retailer imaginable. This makes for a very stiff competition and means it's easy for a company to go unnoticed or be forgotten by consumers. The "20 Days of Doorbusters" event will give Best Buy an opportunity that other companies won't have, by assuring their customers that the prices they will be paying are the lowest they will go.
Best Buy's low-price guarantee may attract consumers who are accustomed to meticulously comparing the prices of electronics, toys, and appliances across various websites and store chains. It provides an element of surprise and discovery that's sorely lacking in holiday shopping, which has become fairly predictable. Changing their approach to holiday sales is an excellent marketing move by Best Buy.
Shoppers Will be able to grab their desired sale item until 11:59 p.m. CT, as long as it's still in stock. This gives them plenty of time to make their purchase before the sale is over, which is different from the usual doorbusters that only last a few hours. It's another way to take update a concept that has been relatively unchanged over the years and could give Best Buy an edge over the competition. Customers should note that many sale items will be available at Best Buy stores nationwide, as well as on BestBuy.com, so there are a number of ways to hunt down specific items and deals.
It's fairly well known that customers make purchase decisions based on whether or not the items they're interested in are on sale. From Black Friday through Christmas retailers try to offer the most enticing sales possible, so as to get more business than their competitors. Consumers have many choices and will put their time towards finding the best deal.
Taking this and other consumer research into account, Best Buy has taken massive strides in revitalizing holiday savings events. They're taking a risk with their "20 Days of Doorbusters," sure, but it's a well-calculated one. It will provide customers a shopping experience that is sure to bring some surprise back into holiday savings.