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Your Lowly Penny Can Actually Buy Something

Retailers lure back to school shoppers with 1¢ gimmick

By Kevin Spak,  Newser Staff

Posted Aug 19, 2009 1:51 PM CDT

(Newser) – Retailers, scrambling to connect with the fragile consumer psyche, have turned to the lowly penny for a boost, offering everything from clothing to crayons for a single cent, the LA Times reports. Nearly taken out of circulation three years ago, the penny may be a lousy coin, but it’s a great gimmick, analysts say. “Buy one, get one free has been around so long it doesn’t even make a noise,” explains one. “Buy one, get one for a penny feels like a deal.”

Staples and OfficeMax, which rely heavily on back-to-school season, have both offered weekly penny deals on standard classroom supplies. CVS, meanwhile, is selling supplies for a dollar, and Wal-Mart is running ads boasting “50% lower prices than national office-supply superstores.” “Retailers are trying to stimulate demand,” says one consultant. “This is about getting people in the store.”

Signs mark back-to-school sales at The Shoe Dept. store in Berlin, Vt., Tuesday, July 29, 2008.
Signs mark back-to-school sales at The Shoe Dept. store in Berlin, Vt., Tuesday, July 29, 2008.   (AP Photo/Toby Talbot)
The penny, so inconsequential it nearly left circulation, is a useful gimmick.
The penny, so inconsequential it nearly left circulation, is a useful gimmick.   (Shutterstock)
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We needed a way to get the word out and break through the clutter. It doesn't matter what the item is. One penny is a great deal." - Don LeBlanc, senior vice president of retail marketing for Staples.

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COMMENTS
Showing 2 of 2 comments
cognitivefilter
Aug 19, 2009 11:47 AM CDT
i gotta stop throwing pennies in the tip jar, i guess. crayons for 1 penny!! it's like 1952 again!
Yourself
Aug 19, 2009 9:28 AM CDT
sad when "buy one get one free" isn't effective, but charging a penny is. that's so backwards from the old saying of "a penny saved is a penny earned".. i guess that now makes it "a penny spent is a better bargain"?!?!?

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