Look Out, You May Become a Victim of "FREE!"

In case you didn't know, Patagonia is having its annual 50% off past season products sale! Hooray! As a habitual purchaser of Patagonia products, I am very excited about this sale, as I am every year. I currently have a total of $65.95 in my online cart, this includes shipping.

But wait, Patagonia offers free shipping on orders over $75! It seems like such great news, right? Whilst online shopping I am constantly reminded of Predictably Irrational when  see the words "FREE!" (and yes, it really is always in caps). Ariely's book teaches us that "FREE!" makes us perceive that what is being offered is immensely more valuable than it really is. Now I have a decision to make, do I buy the $14.00 trucker hat that I have kind of been looking at to get my total above $75 so that I can get free shipping?

NO! Even though I don't necessarily need a new hat I am only considering buying it because I want free shipping. My shipping total without the hat is only $7.95 which I was already prepared to pay for before I realized there was a free shipping option.  I have only one more day to make a final decision before the sale is over, hopefully I will do the rational thing and go with only my original purchase intent, but no promises...

If you'd like to check out the sale, and maybe get some free shipping, check out the site http://www.patagonia.com/us/shop/web-specials?k=ga