Vitamin C won’t help, and no vaccination is strong enough to fend off this sickness. No matter how healthy or rational one might be, there’s no escaping Grouponitis.
Grouponitis can simply be described as the addiction to purchasing daily group coupons — no matter how superfluous the deal. It’s sweeping up consumers in Chicago and nationwide.
And Chicago-based Groupon isn’t the only company offering these intoxicating deals. Brands like YouSwoop, LivingSocial, Dealfind and others also are marketing group coupons, filling my e-mail inbox with daily temptations. Even big-name brands Google and Yelp are jumping on the daily-offer bandwagon.
Sure, Groupon has had its share of problems lately, with a poorly executed Super Bowl ad campaign and complaints that it sold coupons for overpriced flowers from FTD.
Still, there’s no escaping these coupons. Even your parents’ AOL inbox is susceptible.
But there’s one demographic skyrocketing to the top of this ever-growing victims’ list — twenty-something women. Groupon’s website says the majority of its nearly 24 million users are college-educated single females who go out more than two times a week.
Is this the part where I stand up?
I work out at the city’s shabbiest gym, buy store-brand groceries and only drink specials at the bars, but I can’t stop myself from buying Groupons.
It’s now a part of my morning routine. Shut off the alarm, let out the dog, pour a cup of coffee, check today’s deal.
Recently, I bought a peppermint pedicure. I’ve also considered purchasing the Shutterfly deal only to make a coffee-table book about my dog. I bought a hair salon deal out in Woodridge — which will likely cost me just as much for the highlights as it will in gas to haul myself out to the burbs.
Did I mention I am a young journalist living in the city? You do the math. I shouldn’t be buying a cup of coffee every day, let alone a champagne facial or a trip to go whale watching in San Diego.
Bobby Calder, professor of marketing at Northwestern’s Kellogg School of Management, said the group coupon formula is enticing to consumers for a plethora of reasons — all of which I find myself prone to.
“The basic motivation is saving money — reducing the risk involved in paying for something you might not find you like or have an overwhelming desire for,” Calder said. “What’s interesting is, they added the element of surprise and spontaneity. There’s a gamelike feel — you never know what coupon will come up when you’re playing.”
Calder said many people buy group coupons as a way to sample something they might not have tried otherwise.
“You put all of those motivations together and just about anyone is going to find appeal in one,” Calder said. “It probably explains the success.”
Just to double-check that my ailments weren’t case-specific, I went to a Tuesday trivia night at Lincoln Park’s State Restaurant & Cafe to ask my fellow millennials about their Groupon purchasing habits.
“I was only making $10 an hour this summer, but I bought Cubs rooftop tickets for $75 a piece,” said Julie Werman. “It was a lot of money for me at the time but ended up being really fun.”
“I want to try different things around the city but usually don’t have a reason to,” said Jolyn Koehl. “(The Groupon) gives me a reason to go.”
“I know I’ll always get mani-pedis, so I usually buy them when they’re featured — might as well stock up,” said Melyn McKay.
“Honestly, if I’m going on a date and I know it’s my turn to buy, I use a Groupon,” said Tina Talaro.
“I buy the Groupons for things already on my radar,” said Nosheen Qazi. “If it’s close to where I live and cheap enough, then I’ll buy because it’s convenient.”
Although some of my cohorts said they choose to stand strong against Grouponitis, I guess I’m just choosing to accept my fate as a sucker for a good deal — even if I don’t necessarily need it.
