Shopping Under the Influence (SUI)

Ever wonder why some online sales start at 9pm? What an arbitrary time you must have thought to yourself while surfing your favorite daily deal site during your lunch break. Yet, when you got home at 9pm, with one too many happy hour drinks swishing around in your otherwise empty stomach, that sale looked rather attractive to you.

According to the New York Times, people who shop under the influence are a demographic group that marketers are now trying to hone in on. Special sales are created to lure you in when your inhibitions are lowered and spending money seems less difficult.

What surprises me about all of this is: what took marketers so long?  Drunk shopping is not a new concept and neither is online shopping, and we all know that online shopping is less judgmental drunk or not.

Five years ago, the morning after a particularly good (or rough, depends on your perspective) night out, a of mine friend found a receipt for an iPod and a samurai sword sitting in his inbox, both of which he was having shipped home, despite being 7,600 miles away at college.

This segues into my next point, as marketers learn to navigate this terrain, consumers will also have to be careful. Because let’s face it, buyer’s remorse while hungover is not fun.


5 responses to “Shopping Under the Influence (SUI)

  1. Great post, Tori.
    9pm is indeed, at first-glance, a strange timing to send out an e-blast or promotional offer to customers, but I can certainly relate to your point. What I really wonder is why marketers don’t try at even later times, i.e. 11pm or midnight.
    I can just picture a bunch of friends chugging down tequila at a night club, when the popular one says “ooh, check out this flash sale by Armani or (fill in with your favorite brand)”. Anything that has “compulsive” buying power can certainly fit under this SUI umbrella… 😉

  2. Marketers would not send out thermals if they did not work. But they do. ‘everyone’ claims they ignore such messages, whatever time they arrive. But enough click through to make it worth sending them.

  3. You are right about facing buyer’s remorse the day after! I feel that often marketer’s cross the line and knowing to keep the fine balance is what separates the good marketing ideas from the bad ones!

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