How the PennySaver Cost Me Sales at my Garage Sale

I am an expert at garage sales.  Not to brag, but I understand the mentality of the garage sale junky and when, why and how they plan their shopping.  First, you need to know that there are basically two groups – the die-hard and the occasional passer-buyers.

The die-hards will be at your door at 6:10 am even though your ad and signage clearly state an 8:00 am start time.  They are looking for things that they can re-sell to someone else at a higher price.  Jewelry, cameras, computers bikes, jeans, leather and tools are popular among this set (usually male).  If the item holds any value (and you have it priced right) they will snap it up before the next wave of die-hards arrive at 6:30 am.  They all know each other because they are competing for the same type of items at each garage, estate and yard sale they attend.

The passer-buyers are the occasional garage sale shoppers that pass by a sale based on convenience to their house and/or an errand they are running.  There is no real plan.  Generally the garage sale is in their neighborhood, so they’re going to check out what they might be missing in their own growing collection of garage material.  They will pick up anything of interest and ask you how much.  If it is priced right (at $1.00 or less) they will gladly take it off of your hands.

So what does this have to do with the PennySaver?

Both groups use the PennySaver to map/plan out what garage sales they are going to attend.  The die-hards also compare against other sources like the Recycler.

How do I know this?  When I am in a certain mood, I fall into the passer-buyer category.

Anyway, this past weekend, I had a garage sale.  I planned ahead with an ad in the Recycler and the PennySaver (both offline and in print); however, some computer glitch caused my print ad in the PennySaver not to be run.  Argh!

I know that this one small ad can keep my sales going non-top from 7:00 am until about 11:30 am.  I was now totally reliant on my signs to capture my pass-buyers on their way to another sale.  Luckily there was one up the street and their ad had run, but still my traffic of passer-buyers dropped off quickly in the morning and I was seeing definite lulls.

From my experience with my previous garage sales, I knew I was seeing a direct financial impact from that ad not running.  Unfortunately, there was not much to be done.  The date had been set and there was other advertising in place, so I moved forward in spite of the computer glitch.

Advertising to your buyers in the publications they read is essential to running a successful business in any type of industry.  In this case, I knew that the PennySaver ad was a message to market match for my passer-buyers.  You had better believe that next time I do a garage sale; I will double confirm that my ad is going to run in the PennySaver.

© 2012 Heather C. Morrow.  All rights reserved

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Heather C. Morrow, owner of Pottery Daily, helps emerging artists express their true value and get paid what they are worth.  Her products and services show you how to make more money, save more time while enjoying the freedom in your art.  For your FREE audio go to

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