So what’s more important: tempting their imagination or telling them how much it costs?

(Or, in the case of our consignment, resale, and thrift shops, telling them how much they will save?)

Harry Gordon Selfridge, the founder of the legendary London department store which now bears his name, once said that

the whole art of merchandising consists of appealing to the imagination. Once the imagination is moved, the hand goes naturally to the pocket. But if the first appeal is to the purse, the imagination is apt to revolt and raise barriers against buying.

In other words, bringing up how much it’s gonna cost first, makes people think of the pain of parting with dollars (or pounds or Euros or wampum beads.) Better to draw a picture in words, tell a story, show a photograph that has them yearning. Then, they may decide that yes, it’s worth it. They’re worth it.

Which do you think draws more actual sales? This photo:

or: Lauren tufted ottoman, $1999

0r even Lauren tufted ottoman, new $1999, our price $1129 ?

Move their imagination.