Black Friday Buyer’s Remorse


Is it just me, or does it seem as though for every one amazing Black Friday and Cyber Monday offer you receive there’s two that give you buyer’s remorse: you purchased it previously and now you have an email slapping you in the face offering it for up to 80% less than you paid.

Case in point: I purchased a HubSpot theme for $1200 earlier in the year. This morning I received an email promoting* it was on sale for $200.

It’s interesting to take stock of your feelings when this happens. Even though there was no way I could have known about this earlier in the year, I now feel as though I’ve been unwise with my money. I’ve wasted money. I’ve made a bad decision. And I now also have a negative association with that company – since they are the one who has elicited this response.

That’s just one (but the largest) of many experiences my Inbox has given me this Thanksgiving weekend.

I suspect many companies and brands do themselves a longer term customer satisfaction disservice, in the chase for short term profit.

Here’s a quick rule to perhaps embrace:
– if you are offering a consumable item (ie one that a person will likely buy many times) then offering a discount is fine
– but if it is a single purchase item, then offering a discount is potentially alienating your previously happy customers.

Let’s end buyer’s remorse.

Your 80% discount offer hit me right here

* And to make matters worse the email wasn’t even personalised – at a minimum they could have acknowledged I was an existing customer, and perhaps suggested I could now purchase the theme again for another site. Even something as simple as better messaging could have softened the negative experience.

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By Craig Bailey