How to Read Sales Ads to Make Money

Knowing how to read sales ads in the newspapers is another way to make your money go farther. Remember, some sales are legitimate; many are not. Here are some points on getting the best out of them:

Watch for seasonal sales. In many places business declines after the Christmas rush, so stores run January sales. Also, purchases of summer and winter clothing drop off midseason, that is, January-February and June-July. These are times to look for such sales. Some of the merchandise may be shop-worn, and the selection may not be as great. But careful selection at these times often can save you money.

A going-out-of-business sale may be legitimate, but be careful. In some stores the "going-out-of-business" sign seems never to come down.

Watch what the ads really say. "Regularly $99.95, now $59.95" should mean, if true, that the price will go back to $99.95 after the sale. "Comparable value $99.95" means much less. The store says this item compares with higher-priced goods, but that comparison may be only in the store owner's mind. "List price $99.95" means even less. This is the price printed on the manufacturer's list, or on the box. It could have little relation to reality, and may have been set excessively high so stores can seem to give bargains by marking it down.

"Below manufacturer's cost" raises more questions, such as: Why? Was it a poor seller? Has it been discontinued? Are parts no longer available?

"Save!" Remember that this eye-catching word usually has only one aim-to get you to spend. Words like "Special!" "Reduced!" and "Clearance!" obviously mean no more or less than the store manager wants. Even in well-known stores more than one employee has been told: "Mark it $7.95, so next week we can mark it down to $6.50."

We fall victim to such games because we want to find a bargain. You can protect yourself by learning price and quality. Know what things cost. And remember, nothing is a bargain unless you really need it. Even if buying it could really save you 50 percent, not buying it would save you 100 percent!

Shop Around

It has been reported that members of lower-income families (who obviously need the savings the most) are less likely to shop in more than one store than are buyers from more prosperous families.

Can you save by comparing prices in several stores? Of course you can! In the U.S.A. the Consumers Union found that prices for the same home appliance varied from $259 to $370 at different stores.