How to make deep-discount sales work for you

Recessionary times may be a wide-sweeping epidemic, but many department stores have been offering deep discounts to shoppers in order to deal with financial woes on both ends of the spectrum.

For Atlantan Shameeka Ayers, this means trolling store aisles, figuring out the exact nature of the discounts and what savings will actually benefit the pocketbook.

Ayers has created a blog, TheBrokeSocialite.com, where she documents her department store excursions and shares her findings with readers.

“Having been blessed with a discerning eye,” she said, “but cursed with a beer budget, bargain shopping has become one of my favorite pastimes. It has become a sport to me.”

But calculating the math, she adds, can “be as complex as a calculus proof.”

So her preferred equipment while on the hunt is a calculator,

which helps her figure out true discount numbers. While some stores are proclaiming 30 percent to 70 percent discounts off regular prices, others, including Macy’s, Kohl’s and Goody’s, often throw an additional 10 percent to 20 percent on the budgetary fire.

These double percentage deals are designed to hook shoppers like elusive bass. But Ayers says the savings may be deceiving. That’s when a calculator comes in handy.

“The fine print on the store’s signage can be murky at best when it comes to additional percentage,” Ayers said. “This is a textbook case of buyer beware.”

She explains by saying if a shopper sees a $100 dress that’s 50 percent off with an additional 10 percent, the total discount won’t be 60 percent. What happens is the shopper gets 50 percent off, which delivers a $50 subtotal. The additional 10 percent discount will be taken off that subtotal. So the actual discount price would be $45. Not a huge difference, but one worthy of note.

Ayers also suggests carefully reading sale signage. On occasion, she says, the price marked already reflects the final discount price.

“It’s also wise to consider whether the discounts are deducted from the original price,” she said.

“Macy’s, for example, has great sales. They, however, are notorious for having their clearance prices calculated based off of the retail price vs. the lowest marked price.”

Plan sales by the calendar

Jessica Dauler, who operates JessicaShops.com, has other tips and tricks for navigating sales. First off, know your markdown dates.

“The best time to shop is December and January for winter items and June-July for summer items when stores start to receive the new seasonal merchandise,” she said. “A good rule to follow is that most stores stock new items four to six months ahead of the current season. This means you can always find deals on current seasonal items.”

Dauler also suggests creating a good relationship with salespeople, the ones who are on the front lines when sales hit the floor. Stores such as Bloomingdale’s offer wonderful pre-sales, she says, which give shoppers a head start at snagging the best bargains before the sale officially begins.

“Ask any employee, and they will educate you on pre-sale dates and upcoming specials,” she said. “Always ask for friends and family discounts, coupons or specials at checkout. Inquire about any special savings clubs the store might offer.

“Take advantage of the extra discount that comes with opening a new credit card, but only if you are very disciplined about paying it back.”