Party City Takes Marketing Lessons From Macy's

Consumers are so literal-minded. We see a sign that says “all items $1,” and we foolishly believe that all items cost $1. Marketers take advantage of these tendencies with signage trickery and cruel, cruel asterisks. That’s what Andrey found at a Party City store. “It’s neither [all] on sale, nor does it make any sense,” he typed on his phone.

“Excludes seasonal items. Select items only,” says the fine print. The more one thinks about that, the stranger it becomes. Shouldn’t seasonal items, like graduation party napkins and 4th of July centerpieces, be what’s on clearance at a party store this time of year?

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