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If I were a person who owned a business and was going to give out a discount to customers, it would make complete and total sense that folks have to jump through at least a couple of hoops to get a discount.
There are countless places that offer small discounts if you pay with cash. Some might give you ten percent off on something if you come in before a certain hour of the day.
So I am not going to sit here and say it is completely and totally wrong to make people do something small in return for that few dollars off whatever they want to buy from you.
You also should realize as a retailer that if you are going to ask someone to do something, it needs to be small and that you need to not insult a potential customer’s intelligence.
I have seen countless retail shops fall by the wayside because they made the mistake of alienating customers by insulting their intelligence.
Living in the Midwest like I do part of the year, I tend to buy a more than decent amount of winter clothing. When it’s ten degrees out with a minus-four windchill, there’s no more valuable piece of merchandise than a good winter coat.
The North Face is an outdoor outfitter that to be perfectly fair you can find a pretty decent winter coat. They’re a bit on the pricey side, and they probably know that.
Which is why they are starting to give out a twenty percent discount.
There’s a catch, and this catch is absolutely insulting. They want you to go back to school.
Specifically, they want you to take and pass a DEI course. You might remember DEI as that liberal initiative that wants to effectively make white people feel bad for everything that has ever happened to a minority.
Now, I’m not saying that what has happened to minorities in the past wasn’t horrible. Slavery was a horrible stain on our nation’s record.
That aside, there’s no reason why someone who wasn’t alive before 1865 should be made to feel bad and forced to profusely say that they are sorry for something that happened before 1865.
The fact of the matter is that there are plenty of other places where you can get your outdoor gear. You don’t need to be made to feel horrible just to save a few dollars.
