Christy A. Lookadoo

The clearance signs at Wal-Mart call to savvy shoppers. These consumers scrutinize the shelves for deals. To the collective masses, the term “clearance” has become synonymous with savings. These sections of shelving are neatly organized and prominently display the prices of the myriad of merchandise. Little red and white stickers declare their clearance status. The consumers ask themselves, “what do I need and how much can I save today?”

They move up and down the aisles wondering if the prices are really a steal. After holiday savings of fifty percent seems to be a good buy. The Nerf Wii game for under twenty is certainly worthwhile. Some of the prices; however, hardly seem like a bargain.

What exactly does “clearance” mean? Contrary to popular belief, it does not mean discounted pricing. Imagine my surprise when I found out that it merely means that they want it out of the store. The Wal-Mart clearance aisles are full of slow-moving merchandise that was occupying precious storage room and floor space. Wal-Mart stores are only permitted to allocate a certain dollar amount each period for merchandise mark-downs.

Managers choose if they will mark down a couple of large things or a bunch of little items while strictly adhering to the allocated markdown amount. Either way, discounted price or not, the merchandise is transferred to the clearance aisles. Once there, it is up to an unwitting customer to confuse the clearance sign with "SALE". Wal-Mart never claimed that the merchandise is priced at a discount; it is merely “on clearance.”

Is it ethical to perpetuate a consumer misconception of this magnitude by displaying marked down merchandise alongside normally priced merchandise without making any distinction?

Graphic Credit:
Sabrina Segal