Bait and Switch in Retail: What is It?

It is a fraud used by retailers to get you into the store and sell you something that you did not come for.

The Scenario:
So you are browsing through the ads for the week and you see an ad for a portable DVD player. The deal is remarkable and everything that you ever could want. It's the brand you trust and a price you can afford. So the very morning the ad is suppose to come in effect you walk in the door right at the crack of dawn and say that you are looking for that portable DVD player.

Then a sales clerk will say something along the lines of either:
1) We do not have those in stock, they are in another location.
2) We JUST sold out about 5 minutes ago, I'm sorry, would you like to look at other portable DVD players?
3) Oh, you do not want that DVD player, it sucks. Let's take a look at the other ones.

If you have heard something along the lines of this, then you could be a victim of bait and switch.

So why do some people do it?

Well sometimes the store realizes they will not be making a lot of money by selling the advertised item, because of the price. So instead they try to get you to buy other ones they will make more of a profit off of. Another reason could be some commissions or incentives that other employees have. Perhaps they will get no commission off the product that is on sale, but a different one. They may not be coached to do it by a manager, but do it on their own to try to get you to buy what they will make commission off of.

According to the Better Business Bureau:

1.) The advertising should not create a false impression about the product or service being offered in order to lay the foundation for a later "switch" to other, more expensive products or services, or products of a lesser quality at the same price.
2.) An advertiser should have on hand a sufficient quantity of advertised merchandise to meet reasonably anticipated demands, unless the advertisement discloses the number of items available or states "while supplies last." If items are available only at certain branches, their specific locations should be disclosed. The use of "rainchecks" is no justification for inadequate estimates of reasonably anticipated demand.

Essentially, the store is required to have a sufficient amount of product to meet the expected demand of the product. When you see in an ad, "While supplies last" keep in mind that if you show up the minute the store opens, the day the ad is taking effect and they have 0 on hand you could be a victim of the bait and switch. If they only plan on having a few of a certain item, then it should also be stated.

How to Protect Yourself:

Don't give in right away to someone telling you, "You don't want that item" when you come in for the sale item. Perhaps the sale item, indeed isn't as good as another product. So it's always okay to listen to facts about both, but stick to what you want and don't give in. They could be trying to sell it to you either because they were coached to by a manager or because they are getting commission.

If you truly feel you are a victim of a bait and switch and the moment you enter the store, the sale item is not in-stock, you could also remind them that they can be reported to the Better Business Bureau. No company wants that.

Remember that sometimes items do sell fast if it is a good sale. And "while supplies last" doesn't mean it'll last beyond one day or two weeks later when the ad is still running.

Just remember that if you are going into the store with the intent to buy a product from a sale ad, and the sales associate is determined to sell you a more expensive model, you may be a victim of bait and switch. Stick to what you want, and don't allow yourself to be a victim of it.