Happy Birthday, Buy something from me!

My birthday is over a month away but according to a few retailers, the time to spend is NOW! Though I avoid store cards no matter what the offer, I am a sucker for the ‘what’s your birthday?’ come-on ‘s at major retailers. So, it’s a nice treat when all my store friends help me blow out the candles. Of course, some retailer programs are more generous and less self-serving than others.

As a Sephora Insider, I received “We’ve got a Beauty Insider Birthday Gift waiting for you.” Can’t hate that because it’s a really good bunch of eye makeup. No strings—yippee!
DSW promises $5 off a pair of shoes, Victoria’s Secret, $10 off a purchase and J.Crew, 25% whatever I buy, as many times as I like, for the next two weeks. Very nice! The biggest discount was from upscale boutique Diane Von Furstenberg who’s sporting me to $50 off my next purchase.

For my money, J.Crew and DVF are the most appealing because they’re being generous with quality merchandise. As much as DSW and Vicky’s Secret are fun stores, a further discount wouldn’t entice me into a special trip to stores which are already low-priced. If I were their marketing director, I’d come up with free product instead. DSW might offer a cute clutch or on-the-spot free waterproofing for new boots. And VS ought to give away a free pair of undies or black tights. In both cases, they’d reinforce their product story vs just money off. I know that I can’t go to either store without buying something unplanned, but they need to lure me in with more perceived value than five or ten bucks.

Yeah, yeah, don’t look a gift (certifcate!) in the mouth! But it’s my party and I’ll cry if I want to.

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June 14, 2024
by Mary Lou Quinlan

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