The $58 Bracelet That Made Me Question Everything About Modern Marketing

What is this... Disneyland?!?

I recently wrote about “The Silent Marketing Revolution” in my other newsletter (✨the SPARK). In it, I talked about how the shifts in digital marketing seem to mirror a bit of the chaos happening in the world - and I’m glad (for the shift in marketing).

It’s long overdue.

I’m sure my feelings about marketing are a combination of many things: what’s happening in the world, my age, my primary desire for peace and freedom, and the realization that we’ve been marketed a bunch of BS our whole lives.

But that’s not what I want to talk about today.

I’ve noticed a significant change in how I feel about how I’m being marketed to.

From companies in all different kinds of niches - not just in the digital marketing space.

I’m specifically talking about the U.S., but I’m sure similar tactics are used in other Western cultures.

Before I give you my example, I want to stress that I understand life must go on (as weird as it feels with what’s happening here). Businesses need to continue operating, people need to go to work, kids need to go to school, and for all that’s good in the world, we need to look for joy.

However, there’s a level of ‘tone-deafness’ that is doing my head in. 😵‍💫

So grab a cuppa something and enjoy my example:

I’m not a big jewelry person, but there are a couple of jewelry companies (casual jewelry, you know, like $50 bracelets, i.e., not the real thing) that I subscribe to and might purchase a piece once a year.

I’m kind of a ‘uniform’ jewelry wearer… and keep it simple.

So when my not-real piece of jewelry starts losing its luster, I might replace it.

Anyway, one of these brands had a chain-link bracelet with the word ‘enough’ on it, and I clicked through to check it out (I love a simple mantra). Here’s where the tone-deafness kicks in… and I’m starting to understand people embarking on a ‘no-buy’ year.

First, the bracelet is $58 (Not expensive, but I don’t think I want it that bad; quite frankly, I’d rather find an independent creator on Etsy to support).

O.K., so the price isn’t bad.

The fun begins with what I see when I click ‘add to cart’: 👇

*And side note: I understand an entire industry studies buyer psychology, but there’s more than one way to “use” that information. One feels manipulative, and one doesn’t. And if you’re interested in understanding what doesn’t feel manipulative, check out the case studies on Growth.design; they’re fantastic.

Back to the screenshot.

Let’s look at each of the items.

✔ First, if shipping is less than $27 (which it would be for a single bracelet in the US), spending more money to get free shipping doesn’t quite make sense, does it?

✔ Second, a “Mystery Gift?” This feels like having to pay for the cheap kazoo we’d get from the dentist ‘toybox’ for a good checkup… for the low, low price of $25 (and if I don’t like it, I then have to spend my time and money shipping it back?).

✔ Third, a Fast Pass? Are you kidding me? If you’ve never been to Disneyland, you can purchase a Fast Pass er, Lightning Lane, to skip the line… an actual line. I understand it could be a fun way of saying “expedited shipping,” but I doubt it. My gut tells me it’s their way of saying, “We’ll pack and ship your order before the orders that came in before yours." (How do I know they’re doing that?) This would also mean that someone else who already paid for their product gets bumped (again, if, in fact, this isn’t just a way to increase the cart value).

*Disneyland’s “Fast Pass” used to be free, but color me surprised; it’s now part of their “Disney Genie Service” (You have to use their app), and you have to purchase a Lightning Lane Pass for $32 (on top of your park ticket - which is anywhere from $104 - $206 for the day). 🙄

Here’s the second screenshot of the checkout for the above bracelet:

What the what?

I have to pay to protect my shipment?!?!

Lastly, the whole “installments” option… i.e., “Buy Now, Pay Later” - kind of sums up what’s wrong with capitalism (and zero judgment - but there’s something about it that is incredibly predatory to me).

Here are a few facts for you about “BNPL (buy now, pay later):

1. The number of consumers using BNPL has grown significantly:

   • 21.2% of consumers with a credit record used BNPL in 2022, up from 17.6% in 2021.

   • BNPL usage increased by 40% within just two years.

2. BNPL is expected to grow substantially:

   • Juniper Research estimates BNPL spend will grow by 291% globally by 2027, reaching $437 billion.

3. BNPL users often carry multiple loans:

   • 63% of BNPL borrowers had multiple simultaneous loans at some point during 2022.

   • 33% took out loans from multiple BNPL lenders.

4. BNPL borrowers tend to have higher balances on other credit accounts, suggesting it may contribute to overall debt levels.

5. For younger borrowers (ages 18-24), BNPL purchases made up 28% of their total unsecured consumer debt, compared to an average of 17% among all age groups.
   *My two cents on younger borrowers: This isn’t surprising considering how much more expensive it is for this demographic just to LIVE. I’ll save that rant for another article.

Sources: Bankrate, Consumer Finance

Back to the bracelet.

I didn’t click through to the checkout to look at shipping (I’m sure there would have been an option to expedite shipping, which makes sense that it costs more) because I was so irritated at the upsells - which didn’t provide any more value (well, I guess the mystery item could, but that’s subjective).

The entire experience felt like a money grab.

Completely tone-deaf (not to mention the irony of all the ‘more’ for a bracelet that says ‘enough’ 😂) and not necessarily relevant.

A valuable upsell would have been a cloth and/or cleaner to keep the bracelet full of luster longer.

Intangible costs for a ‘fast pass’ and ‘protection’ felt like they thought I had zero brain cells left in my brain (remember - this is how I felt, not saying you have zero brain cells if you’ve ever taken these types of upsells).

There’s Another Way to Do Business

Contrary to this example, consumers are savvier than they used to be.

Not because we’re more intelligent but because we’re exposed to this stuff multiple times daily.

We’re also hearing about record profits for corporations while refusing to pay their employees livable wages (unless you’re a CEO, of course).

One of my first thoughts about the proposed tariffs' ridiculousness (outside of the obvious) was how many companies would take advantage of the situation and increase prices beyond their tariff costs.

Most people feel a massive level of distrust toward commerce. (Target broke my heart with its DEI rollback 😢.)

Do you know how easy it would be to stand out and shine, all while being profitable today?

✔ Give a shit about your customers

✔ Do the right thing

✔ Stand for something

✔ Treat your customers like people

And here’s an idea… do better marketing! Put some effort into your campaigns. Talk to your customers, create content, and be a company they trust.

This is the shift we need.

The shift we’ve needed for a long time.

I’m unsubscribing from a handful of companies because I’m tired of being bombarded with multiple emails daily… with essentially the same email they sent only a few hours prior.

Not to mention that if you add something to your cart, leave it, and close the tab, you might receive another email with an incentive discount (abandoned cart emails) within a couple of hours.

Maybe we're all just tired.

Tired of being bombarded with marketing messages that treat us like walking wallets instead of humans navigating an increasingly complex world.

The good news?

There does seem to be a shift happening.

More of us are waking up to these tactics and choosing differently - unsubscribing from the noise, supporting businesses that align with our values, and remembering that sometimes, 'enough' really is enough.

The irony of that bracelet wasn't lost on me, but perhaps it was exactly the reminder I needed. In a world constantly screaming "more," maybe the most revolutionary act is simply saying "no thank you" and meaning it. 😉