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SALT LAKE CITY -- The shopping season shifts into high gear in a couple of days. Over Thanksgiving weekend, big box retailers will offer up their lowest prices of the year - hoping to lure shoppers in with the promise of big bargains and doorbuster deals. But KSL discovered - those deals could end up costing you.
- Walmart
- Best Buy
- Costco
- Sam's Club
"I go to Target a lot. I go to Macey's a lot," said shopper Rachel Laarman. "Costco. Best Buy. I go to Walmart just because it's cheaper," said another shopper, Ben Li.
Like millions of Americans, Laarman and Li do their shopping at big box retailers. Each has their favorite store. Each believes that store offers the best deals. But when it comes to shopping in the box, are you really getting a great deal?
Gifts
In an online price comparison of five gifts at some of the most well-known big box stores, KSL found three out of five cost virtually the same thing at all the stores. Call of Duty: Black Ops was about $59.99 everywhere. The Pillow Pet - $19.99. And the 16G IPad with WiFi and 3G was $629 - no exception.
The biggest differences in price came in the Droid X and the 47-inch Vizio Hi-definition television with Wi-Fi and internet apps. The Droid X ranged in price from $69 to $599 depending on the contract. The Vizio cost anywhere from $988 to $1,399.
University of Utah Assistant Marketing professors, Arul and Himanshu Mishra, say it's common to find similar pricing on most items in most big box stores. Because of this, it doesn't matter as much where people shop, so big box retailers use big ticket items - like the Droid and Vizio - to lure shoppers in.
"They give these really deep discounts on certain products that will get the consumers to come inside the door," says Arul Mishra.
The deep discounts appear as doorbuster deals, limited time offers, and holiday sales. The Mishras say the offers attract customers and give them a reason to spend. But they say the deals can be deceiving.
"It's just this halo effect that this place is selling things for a lower price. Everything is going to be for the low price," says Himanshu Mishra.
And if consumers believe everything is a low price, they'll buy - even if it costs less at another store.
Food
While there may not be much of a difference on gift-type items, there is a difference when it comes to food.
"If you watch the local grocery store ads you can nearly always find prices that are much less than the big box stores or Walmart," says Shandra Madsen, the owner of the price comparison DealstoMeals.com.
Madsen watches food prices on a weekly basis and says during the holidays - local stores have the best deals on items like baking goods, cream cheese, sausage and - of course - turkey.
Madsen also says if you think buying in bulk equals a bargain, think again.
"It's better to buy things in smaller quantities," says Madsen. "It won't spoil as quickly and it's a lot less expensive if you buy them on sale."
Madsen admits if you don't have time to shop around you'll find the lowest everyday prices in the box. But if you want to stretch your dollar the farthest, shop around.
"It's worth your effort to take your time and compare the prices," she says.
E-mail: kmccord@ksl.com
