In recent years, travel providers have attempted to ride the consumerist tailwinds of Black Friday and Cyber Monday with a shopping day all their own: Travel Tuesday. Observed on the Tuesday after Thanksgiving (also the charitable day of Giving Tuesday, for what it’s worth), Travel Tuesday aims to sling travel deals with the same sort of once-a-year urgency as its more established holiday-shopping counterparts. But, is it actually worth participating?
First, one quick note: This day is not to be confused with the year-round hashtag #TravelTuesday, a longtime social media mainstay more focused on sharing photos, stories, and other travel information (and sometimes deals) online. The Travel Tuesday we’re discussing here is strictly about the post-Thanksgiving day for deals.
Travel Tuesday only arrived on the scene around 2017, but since then airlines and major travel providers like Orbitz, Travelocity, and CheapTickets have joined in. Those are established ticket sites, but are there actually good deals compared to the rest of the year, or is it just another marketing pitch?
Related:The Best Black Friday and Cyber Monday Deals for Travelers The Psychology of Travel Tuesday and Other Shopping Holidays
Shopping holidays like Travel Tuesday, Cyber Monday, and Prime Day exist for one simple purpose: To persuade people to spend money they would not otherwise spend. That’s not to say there aren’t good deals—there usually are. But the goal is to hook you with a good deal for something you already want in the hopes you’ll buy a few things you didn’t want, too.
“The key to sales is that people think they’re getting something,” Robert Schindler, a professor of marketing at the Rutgers School of Business Camden, told Vox this summer when Prime Day frenzy was in full swing. “And so it’s in the interest of the [seller] to reinforce that idea that this is a gift to customers.”
The added urgency of a finite purchasing window compounds the issue because it limits our ability to comparison shop. If you weren’t thinking of buying something but suddenly you’re staring at it for a pretty good price, it’s hard to know if the deal is truly too good to pass up. FOMO (fear of missing out) takes over, and suddenly you’ve bought something you don’t need and didn’t budget for.
Of course, there’s a difference between buying consumer goods and booking travel. It’s much easier to impulse-buy a rice cooker than a trip to Paris; the latter of which requires multiple purchases (hotel, airfare, etc.) and at least some logistical planning. But in either case, the psychology is the same: You may not really have the budget for a trip to Paris, but you’ve always wanted to go! And look how cheap the airfare is! And … **click.** Bon voyage.
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