Friday, December 13, 2013

Starbucks Channels Old-World Mysticism In New Big Easy Store

THE COFFEE COMPANY EVOKES EARLY 1900S MERCHANT CULTURE FOR ITS LATEST OUTPOST IN NEW ORLEANS'S FRENCH QUARTER.
Starbucks has opened a new store in New Orleans that's designed to channel the mystical feel of the city itself. Evocative of an early 1900s apothecary, the store is latest in Starbucks's portfolio of hyper-local shopsaimed at being part of a neighborhood's culture, rather than disturbing it.
“We discovered New Orleans’s history as an import-export shipping port,” says Andrew Bello, a design director for Starbucks. “There was a time [in the early 1900s] when it was the largest coffee importer in the area.” Bello and his team ran with their imaginations, designing the space as if it were the home and store of an old-timey merchant. Floor to ceiling shelves sit behind the register. Back then, Bello says, “those shelves would be filled with boxes and bags and herbs and spices--and coffee.” Today, of course, they’re stacked with bags of Starbucks coffee.
A mix of local and Atlanta-based artists created a mural, wrought iron chandeliers, and a hanging mobile of brass jazz instruments. The details were deliberately handcrafted--right down to the lettering on the bathroom door--in part because the new outpost belongs to a growing portfolio of stores that have what Bello and Starbucks designers call, “local relevance.” 
The philosophy behind “local relevance” is that a trip to Starbucks can be a more faceted experience than just getting a reliable cup of coffee. Even simple actions like a customer posting a picture of the store to Instagram, or actually telling a friend about a visit to Starbucks, are measurements of this. “Hopefully customers discover something new when they return to the store,” he says.
Put differently: Starbucks isn’t interested in being the McDonald’s of coffee.
Instead, Bello wants to take advantage of the high-traffic, high-profile location. “Everyone that goes to New Orleans is going to walk down that street. It bifurcates two parts of the city: the downtown business district, and the gentrifying warehouse district.” The goal? Let tourists be on vacation, and make locals feel at home, all in one place.

Wednesday, December 11, 2013


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The Doctor's Office Of The Future: Coffeeshop, Apple Store, And Fitness Center

As health care reform starts to reshape how we think about wellness, we're going to need new medical spaces that help encourage more healthy behavior. See where the doctor will see you.
As Americans try to figure out what changes the Affordable Care Act will bring to their lives and pocketbooks (and politicians continue wrangling over the rollout), here's one that probably missed everyone's radar: the new experience that could be waiting for people in their primary care doctor's waiting room.
Think: library-coffeehouse. That reception area could be redesigned and turned into a place where elite health information is free-flowing along with a few choice and, of course, healthy libations.
Intelligentsia Coffee, Chicago, IL. Image courtesy Gensler, photographer: Joe Liesky
Or the space might be used to host live, in-person "chat rooms" for people with the same chronic disease or lunch hour "work the kinks out" exercise sessions for office workers with lower back pain.
None of this exists, yet. It's a vision of the future from the architects and designers in the health care sector at Gensler, where we've been thinking holistically about the doctor's office and how it might be used to transform both the patient's experience and the business of doctoring.
We suspect doctors are doing the same--and especially primary care physicians. Once the unsung generalists in a world of increasing specialization, primary care physicians (a.k.a. internists and general practitioners) have been recast by the health care law as the front line in a new war to keep Americans healthy and out of the hospital. We're moving from a health care system that pays providers a fee for service (encouraging volume of services) to one that rewards good outcomes and value. Those (doctors, hospitals, health care systems) that keep patients well and motivate them to stay healthy are the Affordable Care Act's winners.
And there's a special asterisk on those primary care physicians. Winning for them means running lots faster. Doctors will have to see many more patients during the course of a day, given a slew of new cost pressures and increasing competition from retail clinics, drugstores, and even the big box stores, all of which are already chipping away at the general practitioner's profits by turning basic health care services into a consumer good.
Martin Luther King Medical Center Campus, Los Angeles, LA. Image courtesy Gensler.
Put all those facts together and what primary care physicians have is a mandate to reinvent themselves. They must get into the business of managing people's health, not their disease. They have to work at the "top of their license" (face time with patients reserved for services that only a doctor can provide). And they have to figure out how to "see" patients in new and different ways.
To do all that, their physical space has to change. Doctors will need to start thinking like merchants and in terms of squeezing profitability out of every square foot. As architects and designers who view "space" as a tool to solve problems and make life better and more interesting, we reimagined the doctor's office as a cross between a vibrant retail space and serious medical office building. What if:

DOCTORS' WAITING ROOMS LOOKED AND FUNCTIONED MORE LIKE COFFEEHOUSES

People who may not have anything in common could come together for the experience of partaking health care information. Gone are the rows of chairs and old issues of Golf Digest and Self. Instead, patients hunker down at tables and have easy access (either electronically or via printed materials) to the latest research on cholesterol-lowering medications or on Celiac disease or to home safeguarding techniques that help prevent the elderly from falling, etc.

DOCTORS' OFFICES WERE MORE LIKE AN REI OR APPLE STORE

People with the same agenda would meet to share information or talk to someone at the (doctor's version of Apple's) "Genius Bar"? Perhaps the office hosts (in-person) "chat rooms" for people who suffer from Crohn's disease or diabetes or obesity and makes a nurse or other clinician available to answer questions and facilitate the discussion.

DOCTORS' OFFICES WERE FITNESS/WELL-BEING CENTERS

30-minute "unplug" sessions are held during the lunch hour (or after work or after moms drop the kids off at school) and devoted to stress management techniques, deep breathing exercises, posture improvement, gut redux, etc.--and all of them led by a health care professional other than the doctor.

DOCTORS HAD SMALL BRANCH OFFICES

These could be located throughout a metropolitan area or in rural areas so patients didn't have to travel so far. And perhaps, they "see" the doctor via high technology: a video screen and monitors that feed the patient's current health metrics/readings directly to the doctor.
The point is the doctor's office no longer can just sit there as a container for people waiting to be diagnosed. As the new health care law gains traction with its mantra of value, doctors are likely to see the value in their office space and transform it into a dynamic place where patients come not only for a doctor's exam but for access to high-quality health care information and experiences that they can't get anywhere else. That's the value of a primary care physician in America's new health care order.

Monday, December 9, 2013

The Gross Secret Behind Star Trek's Old Costumes

GENE RODDENBERRY THOUGHT SPANDEX WAS THE TEXTILE OF THE FUTURE. WRONG.
Star Trek creator Gene Roddenberry was nothing if not utopian. In his original vision for the science-fiction series, Roddenberry imagined a future in which a generation of space hippies went forth as explorers into a strangely psychedelic cosmos to bring peace, brotherhood, and free love to all. In this future, there would be no war, no money, and everyone could get as drunk as they wanted with no consequence.
But by the time Star Trek: The Next Generation debuted on TV in 1985, Roddenberry's vision of the future encompassed more than peace, love, and harmony. It also included Spandex. In this archived interview with the BBC, Bob Blackman, the costume designer behind the show's iconic uniforms, talked about the problems that Spandex caused the cast and crew and how he used design to fix it.
Joining the show in the third season, Blackman found the costume department of The Next Generation to be a smelly and unpleasant place. When Roddenberry launched the show a couple years previously, he had told his costume designers that Spandex, the super-stretchy artificial fabric so synonymous with the '80s, was also the preferred fabric for the clothes of the future. But Roddenberry's forte was sci-fi, not fashion, and his textile of the 24th century was a disaster in the 20th.
For one, it was incredibly uncomfortable. "Jumbo, or Super Spandex, whatever you want to call that heavier weight stretch, will stretch from side to side or top to bottom, depending on how you cut the garment," explains Blackman. "So the costume would dig into the actors' shoulders, wearing them 12 or 15 hours a day." This resulted in many of the cast members developing back problems.
In addition, Spandex is particularly unflattering unless your body is perfect. "Spandex is unforgiving, so if you have any sorts of body issues, they are there."
Add to this the fact that the material bunches up, resulting in at least one curious legacy: to keep his outfit from riding up, actor Patrick Stewart, who played the Enterprise's Captain Jean-Luc Picard, began tugging it down during filming. This habit became so well known that it ended up being one of his character's most beloved tics, known by fans the world over as "The Picard Maneuver."
But perhaps the most offending characteristic of Spandex was the stenchthat confronted Blackman when he first took over The Next Generation'scostuming department. "Spandex retains odor, so there is a certain part where if you’re wearing them for a long period of time, you can’t really clean all the smell out, and it becomes a little bit annoying. And it also retains the odor of the dry cleaning fluid. It is, on a day-to-day basis, unpleasant."
So Blackman threw out the Spandex uniforms in favor of wool gabardine, which allowed him to cast The Next Generation's crew in a more noble and adventurous light.
"When you want the characters to look heroic, there are certain things that you must do to make them seem that way: broader of shoulder, narrower of hip, as vertical as possible, chest out, ready to go after evil," says Blackman. "At the beginning of that third season, you will see that the uniforms change structure, eventually ending up with an Eisenhower-esque mandarin collar that leaves black yoke and angled color panel on the front, but removes all of the piping, making them essentially, more formal and dignified."
Spandex uniforms made The Next Generation cast look like futuristic instructors of space aerobics, but the new uniforms gave them an almost naval dignity. Still, years later, the legacy of The Next Generation's earliest spandex uniforms could still be felt: in 2002's Star Trek: Nemesis, Captain Picard was still uselessly "tugging" down on the bottom of a uniform that had long since been redesigned to stop bunching up.

Friday, December 6, 2013

Love Actually Is the Least Romantic Film of All Time
The movie knows little—and cares less—about how people fall in love.
CHRISTOPHER ORRDEC 6 2013, 8:10 AM ET


Universal Pictures
I confess that it wasn’t until recently that I understood the degree to which Love Actually, the 2003 romantic comedy by writer/director Richard Curtis, had been gradually reevaluated and granted the status of a “classic” holiday film. For me, the news came by way of a November Vulture piece that began, “It might be hard to recall, but the film that has now become a beloved holiday classic was one that initially received a flurry of mixed reviews.”

My own review was among several cited. I’ve of course always known that my take on Love Actually was more unforgiving than most. But beloved holiday classic? Really?


Well yes, evidently. Over the course of several conversations with friends and colleagues, some of them conducted with good cheer but at high volume—I refer interested parties to the Twitter feeds of Atlantic employees on the afternoon of November 20th—it was confirmed to me that a considerable number of people not only consider Love Actually a classic, but go so far as to watch the movie annually as a holiday tradition.

Related Story

Why Are Romantic Comedies So Bad?
Which is—and please believe that I am being as diplomatic as I can—utterly insane. Begin with the obvious: Love Actually is not, in fact, a holiday-season movie in any meaningful sense. Yes, it takes place in the weeks leading up to Christmas, and it features a Sisyphean parade of pop Yuletide ditties. But this is not a movie about peace on Earth and good will toward men (or, for that matter, about what toys Santa will be placing under the tree). Insofar as Love Actually conveys the spirit of any holiday, that holiday is Valentine’s Day—and, indeed, the film served as a model for a few ensemble romantic comedies (He’s Just Not That Into You, Valentine’s Day) that have since been associated with that date.

So take the film on its own titular terms. What does Love Actually tell us about love, actually? Well, I think it tells us a number of things, most of them wrong and a few of them appalling. Now, anyone who goes to the cineplex with any regularity knows that the last decade has seen more than its share of bad romantic comedies. But Love Actually is exceptional in that it is not merely, like so many other entries in the genre, unromantic. Rather, it is emphatically, almost shockingly, anti-romantic.

I first made this case in my original review almost a decade ago, and those who want to get a sense of where I’m headed are welcome to have a look. But in light of the film’s 10th anniversary, I wanted to delve a little deeper. So I watched Love Actually again, and—to my surprise—I found it even more hostile to the concept of romance than I’d remembered.

For those in need of a plot refresher, the movie portrays, by my count, nine principal relationships: between the British Prime Minister (Hugh Grant) and a young member of his household staff (Martine McCutcheon); between a crime novelist (Colin Firth) and his Portuguese maid (Lúcia Moniz); between a graphic designer (Laura Linney) and the colleague (Rodrigo Santoro) on whom she’s had a longstanding crush; between a husband (Alan Rickman) and wife (Emma Thompson) stuck in a state of marital ennui; between a widower (Liam Neeson) and his lovesick stepson (Thomas Brodie-Sangster); between a new bride (Keira Knightley) and her husband’s best friend (Andrew Lincoln); between an aging rocker (Bill Nighy) and his manager (Gregor Fisher); between two body doubles (Martin Freeman and Joanna Page) simulating sex acts on a movie set; and between a blundering British lothario (Kris Marshall) and an escalatingly implausible series of American dream girls. There are other subsidiary relationships, but they serve primarily as foils (Rickman’s sexually predatory assistant; Linney’s needy, institutionalized brother), or to tie the major subplots together.

The film offers up at least three disturbing lessons about love. First: Love is overwhelmingly a product of physical attraction and requires virtually no verbal communication or emotional affinity.
Let’s begin by stating the obvious: It’s a tremendous cast. (Chiwetel Ejiofor is even tucked in there somewhere.) And a few of the subplots, I will grant, work pretty well, in particular—and no, I don’t think this a coincidence—the nonromantic ones. Neeson and Brodie-Sangster (who was destined for subsequent greatness as the voice of Ferb and as Jojen Reed on Game of Thrones) are touching as the boys trying to put their lives back together after the death of their beloved wife/mom. And Nighy is, as always, a delight. (In my repressive society, every movie produced would be required to provide a role for Bill Nighy.) I will point out, though, that the latter plot—in which Nighy campaigns to get his crass Christmas hit to the top of the pop charts—doesn’t really have anything to do with his platonic “love” for his manager, an idea that is pretty clearly tacked on at the end to make that story fit the film’s larger framework.

Of the movie’s seven romantic plotlines, too, I think one is rather endearing. Having Martin Freeman and Joanna Page discover they're attracted to one another in the midst of pretty much the least romantic activity possible—being ordered into a variety of rushed, pseudo-erotic poses on a movie set—is a clever conceit, and tidily executed.

As for the rest of the film—which is to say, the bulk of the film—I think it offers up at least three disturbing lessons about love. First, that love is overwhelmingly a product of physical attraction and requires virtually no verbal communication or intellectual/emotional affinity of any kind. Second, that the principal barrier to consummating a relationship is mustering the nerve to say “I love you”—preferably with some grand gesture—and that once you manage that, you’re basically on the fast track to nuptial bliss. And third, that any actual obstacle to romantic fulfillment, however surmountable, is not worth the effort it would require to overcome.

Begin with the elevation of physical attraction over any of the other factors typically associated with romantic compatibility: similar likes and dislikes, overlapping senses of humor, shared values, what have you. Grant falls in love with McCutcheon the first time he speaks with her—“Get a grip,” he chides himself moments afterward—when essentially the only thing he knows about her is that she accidentally uses profanity a lot. (Charming? Sure. Evidence of a soul mate? Unlikely.) Firth and Moniz, meanwhile, fall in love despite not sharing a word of language in common. Moreover, the movie telegraphs very clearly that the moment when Firth really falls for Moniz is when he watches her strip down to her underwear.

The film is a considerable outlier among romantic comedies in its rigorous conviction that people don’t even need to learn anything about each other to confirm their initial attraction.
The pattern is repeated throughout the film. Brodie-Sangster is in love with a beautiful, popular girl at school with whom he’s never spoken. Neeson recognizes that a ray of sunshine may enter his entombed love life the instant he meets a mom who looks exactly like (i.e., is played by) Claudia Schiffer. We can assume, I suppose, that Linney and Santoro have had some conversations—they do work in the same office, after all—but the film doesn’t bother to show them having any. All we know about him is that she thinks he’s “too good for her” and, later, that he has washboard abs. The storyline regarding Marshall’s quest for American babes is played as a gag, of course: dorky British guy is convinced that his accent will prove irresistible to super-hotties in Wisconsin—and, lo and behold, he’s right! But the plotline’s comically exaggerated infatuation with physical attraction is actually not very far out of keeping with the rest of the film.

Creepiest of all is the storyline involving Lincoln and Knightley. Why is he so desperately in love with his best friend’s bride? Well, it’s not the result of any conversation they’ve had or experience they’ve shared, because the movie is at pains to note that he’s barely spoken to her and he goes out of his way to avoid her company. Indeed, the video tribute to her bridal radiance that he records at her wedding makes pretty clear what it is about her that so captivates him. (Hint: not her mind.) And he, too, like Neeson, ultimately suggests that the only way he will ever get over this love of his life is by hooking up with a supermodel. I’m barely scratching the surface of what’s wrong with this subplot—the movie’s worst—which somehow manages to present the idea that it’s romantic to go behind a friend’s back to ostentatiously declare your everlasting love for his wife. But let’s not get off track.

This is the point at which defenders of the film will reply, reasonably enough: So what? In movies beautiful people always fall in love with other beautiful people! What’s wrong with love at first sight, anyway? Which are both fair responses, as far as they go. But Love Actually is a considerable outlier among romantic comedies in its rigorous conviction not only that people fall in love without really knowing one another, but that they don’t even need to learn anything about each other to confirm their initial attraction.

This is not some abstruse or esoteric component of high-end cinema. The core of most romantic comedies—the core, for that matter, of most romantic comedies written and/or directed by Richard Curtis—is one form or another of mutual exploration between potential lovers. Some movies do it well and some do it poorly, but almost all at least make an effort to do it. The protagonists bicker their way into love (27 Dresses, Sweet Home Alabama, Something's Gotta Give ...). The guy gradually persuades the gal that he’s worthy, or vice versa (Groundhog Day, Knocked Up, Working Girl ...). One helps the other overcome a foolish obsession with a Mr. (or Mrs.) Wrong (The Wedding Singer, Forgetting Sarah Marshall, While You Were Sleeping ...). The free spirit teaches the control freak to let go and embrace life (Along Came Polly, Pretty Woman, The Ugly Truth ...). Opposites discover that they are attracted (Two Weeks Notice, Notting Hill, Maid in Manhattan ...). Etc., etc. My point is in no way to suggest that these are all good movies. (They’re emphatically not.) Rather it is to point out just how far outside the ordinary it is that none of Love Actually’s fated couples spends any meaningful time getting to know one another at all.

Which brings us to the movie’s second, related message. As I wrote in my original review:

The primary hindrance to romantic fulfillment is merely the fear of declaring one's love. As soon as the characters in the film find the courage to say "I love you," their romantic journeys are essentially over and they go straight to the happily-ever-afters. The idea that there could be any consequences or complications associated with, say, the prime minister of England shacking up with a domestic staffer half his age, or with a cosmopolitan English writer wedding a provincial Portuguese domestic with whom he has not shared a word of common language are of no concern to Love Actually. The word is the deed: By speaking love, the characters realize it.
Again, this is where the film consistently skips a step, jumping from initial attraction to romantic culmination without bothering with all that boring stuff about, you know, actually falling in love. It’s like jumping from the first scene of When Harry Met Sally (or, again, almost any other romantic comedy you could name) straight to the last.

If something, God forbid, does go wrong—well, you’re screwed. It’s probably best if you give up on love and get on with the rest of your life.
Firth doesn’t learn Portuguese so that he can get to know Moniz better; he learns it in order to propose marriage. Grant smooches McCutcheon onstage at a children’s play before he’s so much as bought her a cup of coffee. The girl of Brodie-Sangster’s dreams is instantly won over by his last-minute dash at Heathrow, despite the fact that they’ve never spoken before: All she knows about him is that he plays the drums (poorly) and that he has very little respect for airport security. The idea that any of these romances could prove at all complicated is never entertained. It’s love! What could possibly go wrong?

Which brings me to the film’s final message, which is, essentially: If something, God forbid, does go wrong—well, you’re screwed. It’s probably best if you give up on love altogether and get on with the rest of your life. This message is transmitted via the two storylines that do not culminate happily: the Linney-Santoro fling and the strained marriage of Rickman and Thompson. After pining interminably for Santoro, Linney finally gets her big opportunity after an office party, luring him back to her apartment to have sex. (Again, the idea that they might actually talk first—perhaps over a glass of wine?—is foreign to the movie’s whole conception of how love progresses.) Alas, their amorous coupling is interrupted by a phone call from her institutionalized brother, and then a second. Clearly, it’s hopeless—and not merely this particular date, but the relationship altogether. The idea of trying again another night is not even entertained. It’s not as though she’s caring for her disabled brother full-time: He’s in a state facility! His phone calls to her can’t be that great an inconvenience. (They do not, for example, prevent her from holding down a regular job.) But by the molehills-to-mountains calculus of Love Actually, Linney appears doomed to an early spinsterhood.

Lastly, there’s the still-more-depressing moral of the Rickman-Thompson marriage. From the start, they seem like a solid enough couple. Sure, a little of the pizazz may have gone out of the relationship, but they seem perfectly happy and affectionate. Then along comes Rickman’s sexually voracious assistant with her oft-repeated invitations that he get to know her better. In a moment of weakness, he buys her an expensive heart-shaped pendant. Thompson figures out what her husband has done and confronts him, in by far the movie’s most powerful scene—a scene, really, that seems to have wandered in from another movie altogether: “Imagine your husband bought a gold necklace and, come Christmas, gave it to someone else," she tells him. "Would you stay, knowing life would always be a little bit worse?”

The fundamental problem with 'Love Actually' is that it presents romance as either absurdly easy or all but impossible.
Is Thompson right to be furious? Of course she is! Her husband has betrayed her trust. That said, Rickman’s infidelity was limited to buying his assistant an inappropriate gift. He hasn’t slept with her or even kissed her, to the best of our knowledge. (He’s certainly not in love with her.) Plenty of married couples manage to overcome breaches far more severe than this one. Perhaps Rickman can win back Thompson’s faith. Perhaps she can forgive his middle-aged indiscretion. Perhaps the experience will help them recall all the reasons they fell in love in the first place. Perhaps, or perhaps not: Remarkably, Love Actually can’t be bothered to tell us how this relationship—easily the most credible and fully realized of the film—turns out.

We see Rickman and Thompson only once more, exchanging bland endearments at the closing scene at Heathrow. I have talked to fans of the movie who read this exchange as evidence of a reconciliation, and I’ve talked to others who believe it shows that the marriage is essentially dead. I think either reading—and pretty much any in between—is plausible. What we do know is what the movie doesn’t show, which is any scenes of Rickman or Thompson trying to keep the marriage alive. Because that would almost certainly entail some work: They’d have to talk to each other, and sort through their feelings, and assess whether they can still make one another happy—all that stuff that’s hard to fit on cue cards or memorize in Portuguese.

There are plenty of other aspects of Love Actually with which one might reasonably take issue: the frequent references to how much women weigh, the recurring motif of men wooing their much-younger subordinates, the movie’s peculiar conviction that weddings and funerals ought to be livened up by (respectively) the Beatles and the Bay City Rollers, and so on.

But those are quibbles. The fundamental problem with Love Actually is that it presents romance as either absurdly easy—something that strikes you like a thunderclap and requires only a single grand gesture in order to be fulfilled—or all but impossible. Notably absent is the idea that love might ever be worth a little sustained effort: some mutual exploration and discovery, a bit of care and nurture, maybe even the overcoming of an obstacle or two. Indeed, it’s hard to shake the sense that what is “classic” about Love Actually is not that it shows us anything about how people fall in love, but that it so conspicuously declines even to try.

Thursday, December 5, 2013


The Singular Waste of America's Healthcare System in 1 Remarkable Chart

The U.S. spends far, far more per person than any other rich country on healthcare. We don't get more for it.
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Reuters
We are an exceptional nation. At least when it comes to healthcare spending.
We spend much more than any other rich country, but we certainly don't get more for it. We get less. We get about the same health outcomes, but don't cover everybody like other rich countries do. Now, there are a lot of statistics that show how singularly wasteful our healthcare system is, but the chart below, viaAaron Carroll, is maybe the most visually arresting. It compares life expectancies with healthcare spending per capita for rich and near-rich countries. There's a pretty predictable relationship, with diminishing returns for more spending—and then there's the U.S.
See that dot that's almost off the chart? We spend more than four times as much as the Czech Republic does per persona, and live about just as long.
The problem is everybody wants the system to change, but nobody wants their corner of it to change. Doctors don't want their pay to change. And patients don't want their coverage to change. Obamacare tries to change both at the margins, and even that is politically fraught.
But something has to change. We can't afford our healthcare exceptionalism.

Friday, November 29, 2013

11 Economic Lessons to Make You a Smarter Shopper This Black Friday

When you hit the stores this weekend, remember that shopping is a sport, this is its Super Bowl, and retail corporations are better at playing than you.
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Reuters
The first and last rule of prices is that nobody knows what anything is really worth. Shoppers are guided by shallow clues ("this is cheaper than that") and latent emotions ("it just feels like a good deal") rather than knowledge and deliberate thinking.
The discounts you'll see Friday are equal parts economics and theater co-produced by retail stores and suppliers. A red cardigan sweater on sale for more than 40 percent off looks pretty appealing at $39.99. But 40 percent off of what, exactly? "It was [probably] never meant to sell at its $68," the Wall Street Journal reported in its wonderful investigation of the black magic of Black Friday. The discount game works for everybody: We get our discount dopamine hit, and the stores get their profit.
Smart shopping might be an oxymoron. But smarter shopping? It is, at least, a noble goal. Here are 11 tips from microeconomics, behavioral economics, and social psychology to guide you to successful and as-smart-as-possible Black Friday.
(1) Remember Why It's Called "Black Friday." No, not because it starts at 3 am. It's called Black Friday because it's the beginning of the season when many stores go from being in the red to being in the black. That doesn't sound like much of an economic lesson for you, but that's the point. Black Friday isn't for you. It's for the stores.
The biggest mistake that people make on Black Friday is that they assume that the most popular day of the year to shop is the best day of the year to buy anything. If you're walking into a store at 5 AM Thursday morning, you're expecting floor-kissing prices in every corner. But store-wide discounts aren't in the best interest of the store. It's more common that a few tantalizing items will be sold at a loss to lure shoppers while smart floor design guides them toward more profitable (even full-priced) items. "Black Friday is about cheap stuff at cheap prices, and I mean cheap in every connotation of the word," Dan de Grandpre, a veteran deal expert, told the New York Times.
Stores know you're making this mistake, and they know how to manipulate floor traffic to their higher-margin stuff. As experts in "retail ergonomics" (it's a thing) have shown, counterclockwise traffic flows result in more spending; putting high-margin items at eye-level to the customers' right is most likely to motivate a purchase; and forcing you to walk around a display is an easy way to draw our attention to items the store wants us to throw in the cart.
(2) The Best Deals Aren't This Week (Probably). The two most common reasons for steep discounts are price discrimination and inventory pressure. Price discrimination is the store saying: "Hey you, cheapo, I know you won't buy this steel pot at $50, so we're selling it at $40. Buy it now!" Inventory pressure is the store saying: "You didn't buy our steel pot at $50, or $40, and now it's taking up space and costing us money, so, please, just take it, how about $38?"
It's in the stores' interest to make you think prices will go up after Black Friday. Otherwise, everybody will wait until Saturday. But as inventory piles up, prices will stay low or go lower in early December, as Stephanie Clifford has reported in the New York Times. In general, though, predicting exactly when prices on your single favorite item will be lowest is like trying to buy a plane ticket at its single lowest price. Even our smartest algorithms struggle to do it.
(3) The Full Price Is More Than What's on the ReceiptTo appreciate the net cost of your shopping trip, remember to include the gas you use commuting from mega-sale to mega-sale, the shipping and handling costs, and the warranties and rebates (much more on those later).
We tend to ignore net cost when we shop because we're focused on the bargain story. Shoppers love stories—"This skirt was 80% off, I am a discount ninja!"—because when it comes to prices, nobody knows anything, and stories are all we have. Narratives fill the space where knowledge should be. If you drive 40 minutes to a super-sale and sit in a parking-lot line for another 20 minutes, that's an hour of your time and gasoline. That hour might not be part of the story you tell yourself and your friends later. But those are real costs counting against that magnificent 80% discount you found inside.
(4) Make a List. Check it Twice. Shoppers understand that spending a little money makes it easier to spend a little more money. We get a dopamine rush from buying the perfect thing. But making decision after decision depletes our good judgment. This effect, called decision fatigue, exhausts our ability to resist items that feel cheap at the end of a shopping trip.
Keeping track of how much you've spent sounds like sage advice, especially if you're keeping a budget. But be aware that that number will also frame prices in a negative way. Economist Dan Ariely has called this the "problem of relativity." Imagine you see a fetching $150 chair. But you'll be more likely to buy it after a $500 spending spree than a $5 lunch. Expensive is a relative term.
The best way to overcome decision fatigue and the problem of relativity is to write a list and buy only what's on the list. That way you approach Black Friday not as an exploratory mission into the dark world of discounts and window shopping, but as a pure check-the-boxes trip.
(5) Beware of "Free." Something weird happens to our brains when the price for something goes from $1 to $0.01 to free. We stop thinking clearly. Getting things for free feels like such a good deal that we'll go out of our way to get it. Here's Dan Ariely in his book Predictably Irrational:
"A few years ago, Amazon.com started offering free shipping of orders over a certain amount. Someone who purchased a single book for $16.95 might pay an additional $3.95 for shipping, for instance. But if the customer bought another book, for a total of $31.90, they would get their shipping FREE! Some of the purchasers probably didn't want the second book (and I am talking here from personal experience) but the FREE! shipping was so tempting that to get it, they were willing to pay the cost of the extra book."
Free isn't bad. It's good. It's great. It's free! But we're often so enraptured by free that we overreact, tailoring our purchases around getting to FREE! shipping, or FREE! membership, or FREE! headphones, and wind up spending more in the process. Don't do it. Instead, just buy exactly what you want.
(6) Warranties Are Dastardly Tricks. Price discrimination is most dangerous when you can barely see it. Buying insurance on an electronic toy? Ah, such peace of mind! Rebates? Ah, the savings!
Perhaps. But warranties push risk-averse customers into paying a higher price for the same product.  "[Warranties] make no rational sense," Harvard economist David Cutler told theWashington Post. "The implied probability that [a product] will break has to be substantially greater than the risk that you can't afford to fix it or replace it. If you're buying a $400 item, for the overwhelming number of consumers that level of spending is not a risk you need to insure under any circumstances."
Rebates test customers' memories and willpower. A $10 rebate on a $40 candlestick feels right in the moment. But four months later, when the words "candlestick rebate" flash in your brain at work, are you really going to take time out of your day to save the equivalent of one day's lunch?
Your brain is smarter in slow motion. Feeling hurried can force bad decisions in all aspects of life, as nowhere is it true more than a crowded store. When we're bombarded with stimuli, racing to grab cardboard boxes before the frantic mother of five behind us, we forget the key question in shopping: Will I still want this thing when I leave the store?
(7) Focus on the Long Game. Thinking about how much we'll regret our purchases can radically change our shopping behavior. A recent study of holiday shopping out of Harvard and Columbia Business Schools devised a mischievous three-part experiment. First, shoppers chose between an expensive or cheap article of clothing. Second, they were randomly divided into groups and asked how much they expected to regret their purchase in one day or ten years. Third, they were released into a mall. The economists found that thinking about short-term regret moved shoppers to buy discounted products. Those primed to take the long view bought more extravagant goods.
One conclusion from the study is that short-term thinking leads to discount-hunting while taking a longer perspective on our buying habits motivates us to price quality over bargains. In the frenzied atmosphere of a Black Friday store, we're manically focused on saving money. But a broader perspective might move us to spend more on the few items we really care about.
(8) Beware "Good Deals" on Items You Know Nothing About. I love this story from Priceless by William Poundstone. Once, Williams-Sonoma couldn't sell their $279 breadmaker, perhaps because, you know, it was a $279 breadmaker. But when the company introduced a $429 breadmaker next to their $279 model, sales of the cheaper model doubled even though practically nobody bought the $429 machine.
Plausible Lesson 1: Williams-Sonoma shoppers are inscrutably nuts. Plausible Lesson 2: We don't know what anything's worth, especially weird stuff like breadmakers, so we're more susceptible to cues that tell persuasive stories about what they *should* cost. Don't let that happen! Don't fall for what looks like a "good deal" just because you can justify it to yourself on the basis of "it was 40% cheaper than the other model." Research prices before you allow store cues to give you answers.
(9) The Most Efficient Gift Is the Worst Gift. It's cash. Yes, it's awful. It's cold and bloodless and impersonal and everybody will hate you if you get it for them. It's also extremely efficient for buying somebody exactly what they want for the perfect price. The famous economic paper "The Deadweight Loss of Christmas" showed that gift-giving "destroys" between a tenth and a third of the value in what we buy. That means the recipient of a $100 shirt would value it between $70 and $90. Cash is better.
You can't get cash for that special someone, unless you happen to be dating an economist studying deadweight loss. So best to follow the advice of Geoffrey Miller, the University of New Mexico professor, whose book The Mating Mindinforms us the best gifts are "the most useless to women and the most expensive to men."
(10) Waking Up at 2 AM to Stand in Line For Hours Isn't *Necessarily* Crazy. Your shopping experience, like any experience, has a value. In other words, it has a price. It might seem silly for people to waste perfectly good hours of sleep to wait in line at Best Buy. I happen to think it is silly. But it is not irrational, for two reasons.
First, it's another example of price discrimination, since retail stores are essentially gifting their best deals to their most discount-desperate customers. Second, if you love waiting in frigid Walmart lines at 2 AM, well that's just, like, your time-cost preference, man. Maybe the absurd inconvenience of the wait is a part of the story you want to remember and tell friends later. We pay for memories and stories and extreme experiences that will bring us joy later down the line all the time. Maybe this isn't any different. So don't think: While I was sleeping, my friends were wasting their lives for a slim bargain. Think: While I was sleeping, my friends were paying for an entertaining experience with their time.
(11) One Last Thing: Don't Buy That One Last Thing! Black Friday is exhausting. And when you feel exhausted, your brain gets drunk with stupid. It's decision fatigue, it's leg fatigue, it's everything fatigue. Retail stores know this. So they put cheap stuff tantalizingly close to our arms in the checkout aisle. It's so cheap, and small, and cute, I have to have it, your decision-fatigued brain will plead. Don't listen.