But it’s not just Fowler and her fast fingers racking up debt. Experts say addiction to these quick-sale sites has become a problem for some consumers. In a survey of shoppers who frequent flash-sale sites, NPD Group, a market research firm, found that 18 percent are addicted to the experience.
“There are people who visit these sites occasionally,’’ says Marshal Cohen, a retail analyst at NPD. “And then there are the people who are addicted. We’ve found that they’re ready to spend when the sales begin, and they’re frequent, repeat shoppers who don’t know when to stop.’’
After signing up at a flash-sale site, members receive regular messages teasing the day’s sale. Those who subscribe to multiple sites will have an inbox crammed with deals every day. Many find them too tempting to resist.
As more flash-sale sites emerge - there are now more than 80 with additional sites popping up each month - so do the number of shoppers. Consumer research group Experian Hitwise found that the number of Web surfers visiting flash-sale sites hit nearly 41 million in July 2011, an increase of jaw-dropping 109 percent over July 2010. Between July 2009 and July 2011, the increase in visits was a staggering 368 percent.
Cohen says for those who over-indulge, shopping has less to do with obtaining that discounted Vivienne Tam blouse or Michael Kors sheets, and more with the thrill of the hunt. After the purchase, he says many of these keyboard-happy, smartphone-tapping shoppers end up with buyer’s remorse. With the credit-only return policies of many sites, shoppers are back spending those return credits - plus additional dollars.
“It’s a product that they covet,’’ he said, “only because the deal is so good.’’
The model for flash-sale sites, which first arrived in 2007, is similar to a sample sale at high-end stores or the late and lamented Running of the Brides at Filene’s Basement. Buy quickly, or potentially miss out on a bargain forever.
