The Guardian, 26 December 2016
Alliance MBS marketing expert, Alex Gunz, provided commentary within an article surrounding January sales and why consumers are so keen to bag a bargain in the festive period. Dr Gunz noted that our attitude to money is shaped by our upbringing; people are either careful with money and buy things in the sales because they need to, or people shop in the sales simply because they get a thrill from the bargain prices. It is on these tendencies, Dr. Gunz said, that retailers play on – normally enhancing the element of fun within sales.