Given that we're all working from home, this fell into the category of crisis. The lamp on my desk stopped working during the night. I was on deadline for a rush assignment. My laptop and I moved into another room for light. But, I love being at that desk. It's old and wood, has tons of drawers and even a pull-out writing ledge.
Before the current COVID-19 economic catastrophe, this morning I would have shopped for the lamp's replacement in one of those chain office stores. That would have been convenient - and expensive.
Instead I went out of my way to Stormin' Norman's Flea Market.
It's housed in a large building down the block from Office Max on 5860Lewis Avenue in Toledo, Ohio. Inside vendors mark off their sales areas. Sort of like stores within a store. Outside, other vendors hawk their wares in the lot.
And, at Stormin' Norman, I would be among the consumers who keep spending the lowest the rate of consumer spending has been since 1959. The Wall Street Journal reports that for April, it was down a record 13.6%.
There was plenty of folksy charm at Stormin' Norman. I told the greeter I was in the market for an office lamp. As I was talking, what grabbed my eye were the sturdy motorcycle helmets with visors. Next time I would inspect them. I didn't trust the quality of my current one.
Soon enough, a vendor found me. "I have the lamp you want." It was one of those tiny high intensity ones. "Does it work?" I asked. He turned it on. "Today is your lucky day because this will go for five dollars." It was my lucky day.
Back at my desk I have more room than before to spread out pages of hand-jotted-down research.
The aura of luckiness is palpable throughout my home office.
There are mystics who believe that used objects carry with them the spirit of their former owners. Perhaps the original owner of the high intensity lamp had been blessed with extreme success. I am getting to share in its long tail.
The odds are against my ever returning to traditional retail. If that's a trend, consumer spending will remain low and the savings rate high. Minimalism, as in Puritan times, could return as the ethos of America. Perhaps I don't need to spend to replace my motorcycle helmet. Yeah, save the money.
In marketing timing is everything. Complimentary consultation on your marketing communications in COVID-19 time. janegenova374@gmail.com.
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