I saw this last night – January 3rd. It’s one of the windows of Urban Outfitters.
It’s sale time. Everyone knows it’s sale time. All the shops are having sales. Some have ‘Sale’ in big red letters.
I have read that retailers get more sales when they say $5.00 off the normal price, rather than saying 30% off the normal price. That’s because some people can’t do the math, and even if they can… the second or two of mental ability it takes to make the calculation is enough to dislodge the automatic response of ‘I want it’ into ‘I’ll think about it’.
But a store can’t put $5.00 off the normal price in the window when there are lots of different items. And the alternative of Up to 30% off ring alarm bells for most people who think ‘Oh yes, and I bet it’s on the stuff that I don’t want that is 30% off and the stuff I do want is only 5% off or not even in the sale’.
Urban Outfitters does it better. It takes the red that is associated with ‘Sale’ and does away with the Up to x%… and just puts the big percentage sign in the window.