Remember when people were crazy about flash sale sites? I’m talking about Gilt, Hautelook, Beyond the Rack – did you ever shop from there? Why were they so hot back then?
Yes, I used a past tense for that last sentence. While the sites haven’t been shut down, many of them have changed ownership, now being bought out by bigger companies and merging with existing store discount initiatives. Hautelook being bought out by Nordstroms, now lumped with Nordstroms Rack easily comes to mind when one thinks about the fate of flash sale sites. Now Saks Fifth Avenue is looking to make Gilt their version of Hautelook to rival Nordstroms.
Going back to the question of why flash sites were the cheese to someone’s macaroni for sometime, I suspect a lot of it had to do with the thrill. It’s no secret that the goal of many retail stores, whether it be clothing or home decor want people to spend money at the end of their visit. Sales are alluring to many who don’t want to pay full price, especially if there’s the threat of a store being out of your size.
Video posted by Tucker Michaels
This old Gilt ad illustrates it very well – two shoppers eye an item, but there’s only one in their size. It’s down to speed and luck to secure the coveted item they want before someone else snags it. Many times we buy things because we convince ourselves “It’s my size”, “It’s on sale”, or “If I don’t get it, I’m gonna regret it.” Making shoppers fight to get the items they want heightens the thrill of shopping, in some cases it results in buyer’s remorse.
Years later, people aren’t willing to fight it out anymore or they are simply interested in different stores and brands, especially if there is an easy return policy. Sometimes it just makes more sense to drive to the closest store, return what you’re not keeping, and call it a day, versus packing the item up and paying return shipping in some cases.
While all of these flash sites hearkened to the budding trend of people preferring to shop online, it appears that many of them couldn’t adapt on their own to meet new demands from online shoppers. After all, while it can be fun getting a great deal, the return policy and process can look more like a hassle if its shipping returns only.