Everyone loves a bargain, right? The vast majority seek out the best price when they buy, but how much do we buy because of the advertised bargain?
The Age of Consumerism
Over the past few decades, consumerism grew substantially resulting in an ever-growing wealth divide. The older generations remember their more meager upbringings. But, many prefer their current excess of possessions. We want the latest technology, gadgets, and trends to the point where many companies manufactured goods at a throw-away quality. When you want a specific item, it is rare to not find it on sale somewhere, often without much effort.
Looking at the changes over recent decades, we can piece together some of how we got here.
Stressful Lives
We commonly hear our friends and relatives (and ourselves) complaining about busy and stressful lives. They claim too much to do with not enough time. The truth is that we aren’t busier accomplishing necessary tasks or working. We are busier wasting our time with the non-essentials of life.
Certain things like longer commute times and both parents working full-time (or more) take from our free time. But, overall, we don’t necessarily work more than in decades past. On the other hand, the guilt associated with these time stealers leads to stress and the urge to make it up to yourself, children, or significant other. We say “yes” too often, make purchases to impress others, and believe all of this “hard work” deserves special treats. Even our tendencies to admire and practice multitasking sucks our time and creates stress.
More women entering the workforce and wage increases in general within households gave millions the opportunity to start making useless or “want” purchases. As more purchases shift from needs to wants, our bank accounts and wallets also changed. More people began to use credit and debit cards over cash. Using plastic over paper currency allows some to forget that they do not yet have the funds. For most, that debt, in the long run, acts as a heavy burden on people’s lives.
Television, Devices, and Advertisements
On average, Americans watch 5 hours of television per day. The average 30-minute segment of TV contains about 10 minutes of advertisement blocks plus substantial product placement within the show. Not to mention, the shows’ scripts and scenes can influence our buying decisions. Many see the characters on TV shows as examples of real life giving the illusion that spending/buying/consuming/having/enjoying excess is normal.
According to Kleiner Perkins 2018 Internet Trends report, American adults spend 5.9 hours on the Internet per day across all types of devices. Mobile devices created much of this increase. Whenever we have a moment or a question, we reach in our pocket to entertain ourselves or find answers. However, this luxury created vast digital marketing opportunities. To some companies, we are the audience, to others, we are the product – both companies win.
In the 1970s, the average American experienced roughly 500 advertisements per day. By 2008, this number jumped ten-fold to an average of 5,000 per day according to Jay Walker-Smith, President of Yankelovich. Since 2008, we gained technology limiting television ad exposure, while simultaneously becoming more “connected” increasing exposure to marketing. According to some digital marketing experts, the average may now be between 4,000 and 10,000 advertisements per day. To some degree, the over-saturation of marketing leads to ignoring most of what gets pushed at us. Those advertisements show us one bargain after another.
Mass Production + 24/7 Shopping + Home Delivery
Starting in the early 1900s, mass production gained steam in American and, over time, abroad. Companies began to standardize parts, machinery, and even techniques to increase production while lowering costs. Goods became more widely available and humans happily consumed. Over time with changes to laws, taxes, globalization, and economies, some large companies shifted factory work to cheaper overseas options. This change increased access and profits and incentivized variety.
In the not so distant past, stores limited hours of operations and remained closed on Sundays. For most of that period, the Internet didn’t exist, and television stations were few, we were not so exposed. Now, we can make purchases easily from a device or hop in the car and find an open store. This new ease of purchasing allowed us to skip ahead and buy before realizing that we don’t need the item.
However, we, the consumer, have the greatest power to make change.
The “Bargain” Costs More Than We Think
When we pay less, we believe we are saving money, but are we?
Global Manufacturing – Trade-Off of Values
China mimics our technology and trade secrets. And, in general, overseas factories fill jobs that could otherwise exist in America since we are significant consumers. The companies that we buy from sell mass-produced throw-away goods often made in subpar conditions. Let’s not forget that the environmental impact of transporting the products back to America is significant. No guarantee on standards, just profit.
Those countries have every right to sell; we have every right to buy. But my question is: why spend money to benefit another country and the ultra-wealthy middlemen in the US? We could be doing more for ourselves and buying more from our neighbors and small and local businesses. Keeping the money within our communities rather than sending it away. Not to mention, we could live with far less.
The Bargain Creates Clutter, Pollution, Waste, & Debt
Looking through a sales flyer, it seems evident that bargain prices occur most steeply on “want” items. “Need” items remain a guaranteed purchase, so companies do not need to discount. Finding a great deal, then making an impulse purchase, feels great at the time. However, at some point, those purchase stack up into clutter, a burden on your home.
The producer of the bargain deal created pollution to fulfill the needs of the materialistic. Ultimately, those same items turn to waste – in our homes, storage lockers, and local dumps. We own so much we don’t find time to use it all. The cheap items we bought break easily and serviceability are limited to non-existent. So then we buy another to replace or upgrade. The consumerist cycle continues, the wallet shrinks and the debt increases.
Antidotes to the Bargain
Hopefully, by now, you understand why I believe bargain shopping leads us down a difficult road. Cluttered and in debt, as a country, we need to make a change at an individual level. We can consume more effectively, stimulating our economy, to build a better future for ourselves.
Consume from Local Businesses
Right now, it seems impossible for some to stop buying mass-produced goods. People living paycheck to paycheck resist the idea of paying a bit more for locally made products. However, you get what you pay for. When you shop at a local vendor, customer service, quality, and serviceability move to the forefront. The shop owner or manager needs to deliver because your patronage affects their business. To top it off, the money stays in your community – as more people practice this the wealth grows around the community.
Pursue Your Passion
Even at record highs, U.S. job satisfaction barely hits 51%. Some can’t be pleased, some aren’t well suited for the career, and some have deferred their dreams too long already. As humans, we want to be part of something that makes us proud. We want to feel that our work is important and valued by the end user. At most “jobs”, that feeling is hard to come by, so we dwell, worry, and complain through our day. We focus on what if’s and the fading of our dreams rather than making positive steps toward them.
If you know what your passion or purpose is, great, you are one step ahead. If you don’t, or you are like me, a hard worker for others who never mastered something solely for their benefit, then it’s time to figure out what it is you were born to give to this world. Any strong or mastered passion makes a great business if you find your customer. If you always wanted to do X, start taking actionable steps to get you there. Turn your purpose into your small business. Instead of wasteful consuming, you will spend money that will generate money back to you. In most cases, you can start part-time.
Don’t Selfishly Gift
Most people think gifting is a selfless act, but not always. A gift is only a gift if both parties benefit. Meaning that if you need to take from yourself to give to someone else you are just doing it to be selfish – to keep up appearances. The point is don’t overly give and gift to others. Being your best self is the greatest gift you can give, so give that first. If you create or provide a service that can be a great gift as well. The same rule applies, a gift is only a gift if both parties benefit. Be generous after you straightened out your finances and life.
Live At or Below Your Means
Real estate prices have steadily increased to a point where starting out seems again “impossible” – but are we making all of the best choices? Does a job in the city offering a $10-20k/yr bump in pay justify paying double, triple, or much more for real estate? Whether you rent or own. Does that expensive label accessory or outfit make you money? I mean, it can, I guess, but for most, I would say probably not. Do you need all of those cable channels? Those stored goods? Family heirlooms?
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