Are You Joining in the Click Frenzy?


It is fascinating how time, the seasons, and the calendar all have such an impact upon consumer purchasing patterns.  It used to be that we all filled up our cars at the petrol station on a Tuesday, and each year we wait anxiously for the Boxing Day sales but there are new consumer trends that, for some at least, will change this behaviour.

Tonight in Australia, the largest mass online purchasing offer that has ever been created takes shape in the form of Click Frenzy.  According to news reports, more than one million Australians have already registered for the sale, which goes live at 7pm AEDT tonight.

This latest craze is an interesting hybrid of a flash-shop, an online sale, and a digital voucher, backed by big time hype, the likes of which have barely been seen before.

What I am wondering is, will these flash-in-the-pan, marketing-driven sales actually have a significant, measurable impact on how people budget for the Christmas retail bulge, and will it wean them away from more traditional spending patterns than are time and calendar-sensitive.

For my own part I have participated in time-sensitive sales before, including those for airlines and hotel rooms, in which a very few items at very low prices are offered and are snapped up almost as soon as they go online.  While this may create a ‘win’ for the lucky few, there is the danger of a customer backlash if what is offered – in reality – differs greatly from what is actually available for sale.

In the longer term, does this have the potential to change consumer behaviour, to recruit a whole new group of online shoppers that have never dipped their toe into the waters of e-commerce or voucher sales or flash stores before; or will it backfire in spectacular fashion due to high demand and low availability?  Or perhaps like many over-hyped events, will it simply run out of puff?

Time will tell, and that time is 7pm this evening – let me know if you are taking part in this consumer experiment. To click or not to click… that is the question!


Yours in PR

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