Consumers carry big sticks these days.
Just ask anyone who's ever been tasked with online brand management. Nothing can bring a large corporate empire to its knees faster than an angry Tweeter with a couple thousand followers.
That consumer power is never more on display that this time of year. Most people are spending a lot right now, due to holidays and other year-end expenses.
Brands know that.
And consumers know that brands know that.
Which means they're content to wait for prices to tumble down. Most brands in turn have no option but to capitulate.
From a brand perspective, it's frustrating.
But have you considered it from the consumers point of view?
As it turns out, it's more than just practical to save money. A closer view shows biological reactions to finding a good deal - the same reactions we experience when our team wins a game or we connect with a good friend.
Conversely, saving money fights off some nasty reactions caused by financial-related stress as well.