Let's Make A Deal

AM New York - August 13, 2007 –

Whether it's an end-of-season deal or back-to-school bonanza, sale signs are popping up in practically every store window these days.

But when is a sale a deal and when is it just advertising hype to get you in the store during the dog days of summer?

We asked Eva Yusa, more familiarly known as Eva, the Shopping Diva. Before joining ShopLocal.com, a Web site where shoppers can compare product prices among various online and local retailers, Yusa was a fashion stylist on photo shoots, buying everything from clothing to furniture on a budget. Today, she flaunts her retail savvy online in her ShopLocal.com blog where she discusses new products and trends, sales and shopping in general.

Here's what she had to say about finding a deal:

What can you get good buys on at this time of year?
Anything you would use, wear or do [in the] summer -- clothing, including shoes and accessories, grills, patio furniture, pools and spa equipment. All the retailers are trying to make room for what's next. Now's the time to hit all your favorite stores, whether that's Marshalls or a discount outlet, or Barneys or Bloomingdale's. All the major department stores are going to have fantastic sales on anything that's got a summer or spring theme.

Is there some overlap with back-to-school sales?
Sure. Stores are going to want to get you in to move out the old, but they also want to get you in to get you excited about what to buy next. I think we did a survey, and back to school is second behind the holidays in how much people spend -- I think it's something like $17 million. There will be sales on the basics -- paper, pens, book bags -- and also the other stuff that kids of all ages are looking for -- iPods, computers, printers.

How much comparison shopping should a person do before making a purchase?
As much as possible. That's the greatest thing about the Internet today: You can do so much comparison shopping online very quickly and very conveniently, whether or not you want to buy online; it's also a tool if you want to go to the store. The more research you do, the more you know how much you're going to spend, whether you're the kind of person who needs to save the highest penny amount you can [or are someone] who just wants to know that you're not getting scammed or paying too much.

After shipping costs, can you really find good deals online compared to shopping in stores?
It's always a good idea to check out a company's Web site. [If you want] a new flat-screen TV and you know exactly the make and model you want [after seeing it in a store] … look [online] and take advantage of retailers that might have discounted shipping or [temporarily] no shipping costs. Just because you're having [something] shipped to you does not mean you're going to pay through the nose for that service. Online retailers know that the only way they're going to get your business is by making sure it's easy and cost effective for you to shop online.

What do you consider a "deal"?
That's up to you. There are all kinds of shoppers. Some [people] are really into shopping as kind of a recreational, social activity. If in addition to saving 10 to 15 percent by traveling a little bit farther you're able to get some errands done, well then it makes sense to you. But if you find you're making a special trip, you're waiting longer than you want to receive something or the shipping costs are too much, then you're not getting a deal.

Are there any pitfalls that can turn a deal sour?
Just because something says 2-for-1, make sure you're looking at exactly what you want and that you're only getting exactly what you want and you know how much you should pay. Try not to get wooed by fancy talk or special-lit signs that say, "Get a bunch for less" or "These are super cheap." Be conscious of the brand, the maker and the quality, and know that you're not buying more than you need to. The best thing is to make a list and stick to it.

How about quality vs. price?
I think quality is important. Think about how long you want to wear [something]. If it's just a trend and it's brief, maybe you don't want to drop an arm and a leg on it. And the reverse [is true, too.] If it's a piece that you're going to have a really long time -- a pair of leather boots, a really nice wool coat -- then the make, design and quality of workmanship that goes into it are really important and probably worth a little bit more money. Just because something is cheap doesn't mean you should buy it. And also just because something is super expensive doesn't mean you should buy it. Doing a combination of shopping [discount and higher end], you're going to find that you're happiest with your wardrobe and happiest with your pocketbook at the same time.