What Are Doorbuster Items?
Doorbuster items are discounts or specials often available on Black Friday, the day after American Thanksgiving, that enable a certain number of consumers to procure merchandise at a deeply discounted rate. Most doorbusters are only available for one day, and many retailers hand out tickets to the first 100 or more customers in line before the store opens to guarantee those customers receive the discounted item. There are both advantages and disadvantages to doorbuster items, and it can help to know some details about how they affect both retailers and consumers.
Goals of Doorbuster Items
The goal of a doorbuster item is twofold: not only does it lower the price of certain merchandise substantially, but it also generates more sales for a store because consumers tend to shop for other items in addition to the doorbuster. The term “doorbuster” comes from the idea that a sale is so difficult to resist that customers are ready to break through the entrance of an establishment to purchase the sale item before the store sells out of it.
How Retailers Decide to Promote Doorbuster Items
For many retailers, doorbuster items are those that have not sold well at the current price. Therefore, retailers reduce the price to a point where customers that have had reservations about purchasing the product are likely to deem it feasible to do so. While this results in an immediate loss of profit for retailers, it also helps them sell other items and recoup a portion of the loss, as consumers spend time browsing for other items they want after securing the doorbuster item. This ultimately helps to offset the loss incurred by the low sale price of the doorbuster item. In addition, selling an item as a doorbuster reduces the amount of taxable inventory for retailers and can give them a tax deduction in some cases.
How Consumers Benefit from Doorbuster Items
Consumers benefit from doorbuster items in several ways. Not only do you acquire desirable items you have likely wanted for some time, but you can also feel more confident because you have acquired these items at a reasonable price. In addition, purchasing items at a lower price makes it easier to stretch your household budget to accommodate additional purchases you may not consider otherwise.
Doorbusters are extremely useful in the sense that they enable you to acquire highly sought-after items at a deeply discounted price and allow retailers to clear inventory they have had a difficult time selling. While obtaining doorbuster items usually requires you to wait in line for extended periods, the payoff you receive is obtaining deep discounts on merchandise you may not consider otherwise.