‘Be a vigilant shopper this Diwali’
IT is that time of the year again when we loosen our purse strings and go on a shopping spree as everything we want and don’t want are available at “unbelievable” prices.
From clothes to electronics to home furnishing… the list is endless, as we find it difficult to resist the urge to buy the products we like, run out of money and “conveniently” admit that we are “shopaholics”.
However, this may not be completely true, as there’s always a flipside to the coin. Maybe you're not a shopaholic after all, but have succumbed to the influence of carefully planned marketing and advertising as we approach to celebrate Diwali on 28th of this month.
Diwali is a major religious festival for Hindus.
It is a time for people to enjoy with their families and friends and to celebrate the triumph of good over evil.
Leading up to this festival, the council anticipates that there will be high consumer activity in the marketplace.
The council has noticed that this is when traders will attempt to take advantage of consumers through deceptive or unfair trading practices.
Consumers who are in a rush and who do last minute shopping normally falls victims to smart gimmicks. This festive season:
■ The unreal urgency
Last day? Limited stock? Are you really going to fall for this? It is understandable if one falls for freebies and discounts, but try not to take the bait. If you have missed the recent navratri sale, don’t be sad, there will be a Navratri offer, after that there will be Dhanteras special offer, following which there will be that Diwali “bonanza” and then Christmas and New Year sale offers. Sale will go on even after the festive season. So a consumer you need to ask yourself — do you really need this?
■ Useless freebies
It is a known fact that there are no free lunches in this world, but most of us have an obsession for a free gift. Many times we fail to check whether the freebie we are being offered is really worth it. Sample this: There’s a sale that says buy two T-shirts and get the third one free. Here, the vendor will bill the consumer on the most expensive two T-shirts and the lowest priced will be given free to you — not that great a monetary deal after all, isn’t it? It is always better to get a price discount on individual items rather than get one item free with a bulk purchase as you have more choice in the former situation. In case of price discounts, you would buy only what you want to instead of getting saddled with unwanted/ less useful items given free in a bulk purchase. The latter situation leads to sub-optimal purchasing. So make sure you distinguish between the benefits and the bait.
■ The fear of loss
The fear of losing out on a lucrative deal is one of the most effective ways to boost sales for a retailer. But does it really benefit you? For instance on the occasion of Diwali, a car dealer is offering free insurance as a “limited period” offer, but this shouldn’t be the reason you buy your car from him. Even if you defer your purchase post Diwali or make it before, you hardly stand to lose anything. After this limited period offer, he may give you free accessories worth a similar amount and charge you for insurance. Such offers keep on changing and are more or less comparable. Therefore, it is always recommended to pick the one which is most suitable to you after proper research and checking with other dealers.
■ The deceptive discounts
Think shopping during a sale makes you frugal and wise? Thing again. Let’s say there is a sale that says “up to 60 per cent discount”. These discounts dissuades you from shopping around for a better price — after all if something is offered at 60 per cent discount what is the point of comparing prices elsewhere? Ultimately these discounts are designed to make you feel so good about the prices you pay that you will snap up more stuff while you are at it.
Consumer advice - How to not fall prey?
■ Prioritise — Learn to differentiate between your wants and needs; do not overshoot your budget by a mile. This is sound advice whenever you are shopping. Consumers should not exceed their budgets. If you are unable to afford an item, go without it. People should not be extravagant in their spending, but perhaps reexamine the meaning of Diwali as an important religious festival and a time to get together with friends and families.
■ Check that prices on shelves match prices at the registerSome traders will attempt to dupe consumers by advertising price control prices on shelves, while charging a higher price at checkout. Consumer should always ensure to check that they are charged correct prices at the point of sale. This advice also applies for all items on sale during Diwali.
■ Watch those receipts — To be well-versed with the pricecontrol items it is essential to pay particular attention to their receipts. This will assist consumers in identifying whether they are being charged correct prices or are being overcharged by some unscrupulous traders.
■ Multi-buy deal tricks Stores push deals such as “4 for $5”, during festive season aiming to get consumers to buy items. This is something stores don’t advertise: You don’t always have to buy in bulk to get the deal. In many cases, you could just as easily buy one for $1. It’s something worth asking your retailer about before loading up your trolley.
■ Be practical — With enticing advertisements and promotions for the Diwali well underway, consumers are advised to be practical when shopping. The wide variety of goods to choose from will tempt consumers to purchase items that they may not need.
Traders use simple tricks and it is easy to believe you’re too sophisticated to fall for them.
Odds are, however, you do, and so do thousands of other people around Fiji.
Otherwise, they wouldn't be used. But being aware they exist, and work, may help you overcome them and make you a smarter shopper.
Consumers who need further advice on any consumer issue can call our National Consumer Helpline on tollfree number 155.