V.I.P (Very Important Person) or M.T.S (Make Them Stupid)?
This type of "specialty v.i.p." treatment is working. Consumers are enjoying the attention and the relaxing feeling of their libations and feel obliged to make purchases because of the exquisite treatment they are receiving which could result impulsive and ego-driven buying rather then need-driven. Malls are also creating a more festive, party-type environment for their shoppers to enjoy. Most malls have parameter restaurants that sell alcoholic beverages and shoppers who would not normally drink with lunch, may be enticed to do so to help lighten their mood during this festive yet pressure packed time of the year. This can result in an increase of "good mood" impulse buying and major regrets later as the bills begin to roll in.Avoid Becoming a DWS Victim
But consumer agencies are warning shoppers not to become victims of DWS (Drinking While Shopping) because of the negative effect it may cause to shoppers budgets. Some will argue that consumer alerts are overly cautious and to lighten up! But no one can argue that the effects of alcohol on most people results in a giddy, less detail attentive mood. Shoppers who enjoy a few cocktails in the evening while they watch the televised shopping channels or surf online may also want to heed the consumer agencies warnings. Over spending and shopping "addiction" is at a greater risk when our faculties are skewed. The temptation to catch the best deal or bend our budgets could be intensified when our logic is overly "upbeat" due to the effects of alcohol.Bottomline
When you get down to it, do we really want to be making shopping decisions and pulling out our wallets with a festive "buzz" going on? Personally I prefer a good frothy cappuccino.
Have fun saving while you shop
Donna Montaldo
