Dash over to Best Buy for 20 days of deals
During the holiday season, when retailers offer steep discounts to reel in customers, shoppers get skittish about handing over their cash for fear that the TV or toy they covet will get even cheaper if they just hold out for the next sale.
But Best Buy is saying there’s no need to wait. Starting Friday, the electronics chain will kick off its “20 Days of Doorbusters,” guaranteeing that the deal of the day will be the lowest price Best Buy will charge for that particular item this holiday season.
The deals on electronics ranging from 4K TVs to smartphones to laptops won’t be revealed on Best Buy’s mobile app and website until the day of the sale. But customers can get a hint of what’s coming by checking a calendar that launched Thursday morning revealing a silhouette of the product but no other information on its size, brand or price.
Best Buy’s kickoff deal Friday is a
60-inch LG Smart 4K TV, on sale for
$599 — down $300 from its original price.
“There are so many great deals to be found this time of year,” Best Buy spokeswoman Carly Charlson says. “We want to make it easy for customers to know that when they’re shopping these featured doorbusters, they’re getting the lowest price we’ll have all season long, for the tech and brands they want most.”
On the designated day, shoppers can nab the discount until 11:59 p.m. CT, as long as the item is in stock. Nearly all of the deals will be available at Best Buy stores as well as on BestBuy.com.
Injecting an element of discovery is a savvy marketing move by Best Buy to help it stand out in a season that consultancy Deloitte predicts will yield up to $1.05 trillion in sales for the retail industry.
And a low-price guarantee may also entice shoppers who’ve grown used to comparing the cost of a toy, coat or refrigerator across websites and store chains by simply clicking a button.
“I think retailers have to do something to cut through the noise of promotional activity,” says Neil Saunders, managing director of retail consultancy GlobalData. “The problem is that discounting has become so prevalent that it’s almost a given now and does not really excite consumers.”