When times are hard, people spend their money in strange ways. Predictable ways, though. While true luxury products (high end hotel rooms, top notch health club subscriptions, leathery sedan cars) might take a bit of a bashing, 'pretend' luxuries (butterscotch caramel frothy cappucinos, extra deluxe nail chamfer packages) generally get a bit of an uplift.
Why? Well, because people are trying to cheer themselves up, put on a brave face, and have a little excess. The kind of wanton extravagance you can buy for a few pounds.
When we decide what to splash our mini-cash on, though, the question of a 'justifier' often comes into play.
How can I justify this little indulgence? Well... there are various possible answers, but if any of them apply to the products or services you or your clients offer, then you ought to think about the marketing opportunities this might create.
'It's healthy' is a justification. 'It's for my kids'. 'It's educational'. 'It's a bargain'. In the end, even 'It will do me good just knowing there's no justification for it' is a justification.
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