I have a problem with a certain phrase often used in multi-unit marketing slogans: “The more you spend, the more you save.” It’s so overused, in fact, that when I hear it I will immediately be opposed to making multiple purchases (or even one purchase) from that particular retailer.
Shouldn’t it be more accurately, “The more you spend, the more you spend?”
And the initial problem with it is that is not even that it’s overused. The fact that it’s overused only adds to the wonder that even a slogan is effective enough by itself. It’s entirely separate from the notion that the phrase is simply illogical. The phrase is a paradox. Who’s falling for this line?
I get what they mean. The more items you get, the more items you get at less-than-full price. Sure. But you are by no means “saving” money, because you wouldn’t be spending more money in the first place had they not had their “special.” Spending more money is still spending more money. You can’t spend and save at the same time. Capiche?
There are other ways to phrase this. Let’s take underwear. Victoria’s Secret has a special, at least quarterly per year, when they offer 5 panties for $20. If you look at the price tag, you’ll find they cost around $7 each. So, you save $3-4 per panty. Yes, you are inclined to buy more than 1, 2, or even 4–you are most inclined to buy in multiples of 5. Indeed, the more you spend on panties, the better deal you get–but are you spending less money by paying $20 for 5 panties instead of $14 for 2 panties? No. Are you getting a better deal? Yes. But it’s not quantified for you by their proclaiming, “The more you spend, the more you save.”
I would even go so far as to say the phrase would be that much more legit if it were, “The more you spend now, the more you save,” because you do save more by buying during the “sale” than buying multiple units stretched over a period of time, not during the sale.
Prime example of marketing geniuses preying on the typical, half-witted consumer. Don’t let them get you.
That is all.