Were you one of those who rushed into David Jones’ wildly successful gifts with purchase (GWP) last year?
And you just had to buy a whole line of Clinique products twice in a year for its semiannual GWP, despite the fact that you have more cosmetic products than you really need, right?
There’s no questioning that since Estee Lauder, a saleswoman and businesswoman who started the idea of GWP in 1953, these beauty gifts have become a staple promo of cosmetic brands.
But do these gifts really end up being used anyway? And in times of economic uncertainty like these, are they still something we should look forward to? Do we really need the bonus bag, or the fragrance samples, or summer tote bags?
It depends. While I wouldn’t give a friend a sample-size perfume for her birthday, a tote bag can make a great hostess gift or can be very handy if you’re travelling on holidays!
However, the concept of gifts with purchase extends far beyond cosmetics. You might get a gift card with your purchase if you spent over a certain amount, or perhaps an additional pair of socks. Always think first: who can I give this to and for what occasion? It’s always worth having a small gift drawer at home!
Five decades have spanned since the concept of GWP was introduced by cosmetic brands and the fact is, several other marketing strategies have caught up.
For one, online cosmetic stores dole out free gifts and samples routinely. You can easily get a miniature or travel-size version of your favorite cosmetic product in Priceline stores. There are also at least a online dozen discount stores offering the makeup and lipstick products you love using.
To put it simply, the value of going into your favorite makeup store, stocking up on cosmetic products, and happily leaving with your new gift is diminishing. With significantly less effort and money, we can get the same gifts in other ways.
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