Notice the part that says, “Just in time for back-to-school shopping.” We see these “just in time” messages for every occasion.
Newsflash: the executives weren’t hammering out details on whether this offer should be $9, $10, or $11 off. This decision was not made at the very last minute possible to get a special deal in time for this particular shopping season. Sorry to burst your bubble, but this was decided months ago – just like every ad campaign.
However, if you’re a mom who’s crunching the budgets for back to school, the “just in time” sets up a psychological cue in your mind. Its says, “I need to get this now. I’m running out of time. I need to add it to the list of places I need to go when I’m trying to get everything done.” And, even though we know it’s not logical, our brain tells us, “They’re making this offer just for me. Thank goodness they got it to me in time.”
Follow-up to the newsflash: The “buy now” message takes a lot of shapes. You just need to know what you’re looking for.