By: Brian Rudloff

Brian Rudloff — Tue, 18 Nov 2008 07:03:58 +0000

Thank you for your lively post about Disney’s new discount merchandise test. There have really been some interesting new Disney developments in response to the country’s economy as of late, starting with the “What Will You Celebrate?” campaign. Unfortunately, I cannot see this idea being very successful. For one, it appeals only to a limited group of big Disney spenders or collectors who will be purchasing these items whether they have a discount or not. It is just a little bonus for them. These are the people that Disney has chosen as the testees for this experiment, and beyond this group it will be far less popular. Even if guests are willing to spend five hundred dollars on merchandise, they will feel better about it if they spend a little at a time as opposed to one large sum for the credit. On the other hand, it is possible that consumers may react favorably because it could theoretically put an imaginary limit on their spending. They have a specific sum of money allotted for the vacation and their souvenir budget must fit within this frame. Personally, I think the way I would use the credit would be on the collectible Disney artwork that I so covet every visit. Those might not be included in the credit’s usage policy though. The fact, however, is that I am a poor college student, and as much as I would love to buy hundreds of dollars worth of Disney merchandise credit, it is not going to happen. This promotion is not going to effect my Disney consumption in the slightest, perhaps something a little less high roller oriented such as meal coupons would be a more enticing deal to those on a smaller budget. It is interesting that you do point out that there are benefits to be found in this time of economic crisis, which is a point that is often forgotten. There are great deals everywhere, and if you are a die hard Disney collector, this is a dream come true. Discounted merchandise inside the park is a rare phenomenon, indeed. Should this offer open to all Disney visitors, in addition to the select group it is currently servicing, it will be interesting to follow it’s success and see if Universal follows suit with a similar discount.

Comments on: Chance to purchase Disney theme park merchandise at discount may be approaching

By: Brian Rudloff