A Wren Says

While so many brands are promoting their Cyber Monday deals, I can assure that there is one out there that definitely won’t. Framework, which I’ll describe as a DIY computer brand, doesn’t do promotions. Writing about this on their blog they had this to say:

“You may have noticed by this point that we haven’t been running time-based promotions, even for major retail holidays like Black Friday. In fact, we don’t have a coupon or promo field on our website at all. Our philosophy is that we don’t want to entice you to buy electronic products seasonally when you may or may not need them and by the same token hold off on purchasing in hopes of a future sale. Instead, we want to keep pricing stable and predictable and encourage you to pick up a product, replacement part, or upgrade module when you actually do need it.”

If you want to encourage people to shop responsibily, work on their own laptops, and upgrade when needed, it doesn’t fit within your philosophy to encourage people to buy to excess. They would do damage to their brand if they jumped on the major sales train. They would also put more stress on their warehouses and supply chains than they do now with the steady sales over the year. Their best strategy is to not do sales. And by not doing sales, they are able to tell their story in a different way.

I don’t have much more to say about this brand, because I have not yet done my deep dive. But it does make me think about how different brands choose to avoid sales because it goes against the image they are trying to build.