Rise in Discounts Online Could Stir Many a Mouse

Coming soon to cyberspace: clearance racks.

Right after Christmas, prices online will drop on such items as chenille sweaters at Nordstrom and Victoria’s Secret underwear, and in some cases, there will be discounts on merchandise you can’t even find at the stores.

It’s the first sign of widespread discounting online, which will probably please shoppers who have complained of inflated prices on the Web.

“How can a sale be bad, especially on the Internet?” said Helene Chlopan, a Lexington, Ky.-resident who is anxious to check out the post-holiday bargains. “If there are things that I normally want and they are at reduced prices, I admit I’ll probably buy them.”

While shoppers relish the convenience of the Internet, many believe they are paying for it.

More than 77% of online shoppers and 64% of those who haven’t shopped online said that deeper discounts would inspire them to buy more on the Internet, according to a recent survey by research firm Jupiter Communications.

Concerns about price, not security, was the factor most often cited as the thing that held them back from making purchases online.

These cyber shoppers yearn for deeper price cuts on name-brand merchandise, and they want more than just the limited sales some retailers offer periodically through the year. Amazon.com, for instance, runs weekly specials on certain books, but most of its online store isn’t on sale.

Paul Robichaux, of Huntsville, Ala., bought about three-quarters of his holiday gifts online this year, but said he spent a lot of time searching for good prices.

But finally, big bargains--many running as high as 75% off--by well-known retailers are coming to cyberspace.

“More and more, price is a very important factor when a shopper decides whether to buy online, and retailers are starting to see the potential of running sales online,” said Nicole Vanderbilt, who tracks online commerce for New York-based Jupiter.

At Eddie Bauer, shoppers will find the same down parkas and fleece tops on sale online as in its stores. In addition, Web shoppers will find deals on special size items--petite and tall--that won’t be offered in most stores.

“We do a very brisk business after Christmas, so why not offer the same deals on the Internet?” said Judy Neuman, vice president of interactive media at Eddie Bauer.

Part of the reason shoppers will find such an assortment of bargains online is that they have choices like never before. Many mainstream retailers have only recently opened Web sites.

Victoria’s Secret, for instance, only introduced https://www.victoriassecret.com after Thanksgiving, but it is already offering the same discounts that are found at its stores. Its annual bra and underwear sale begins simultaneously at stores and the Internet site on Saturday.

For catalog retailers, the Internet permits them to start slashing prices even before their clearance catalogs arrive at shoppers’ homes.

Lands’ End already is discounting winter merchandise online, while its year-end catalog has yet to be mailed. On Thursday, a merino wool blazer was $78.50 online, compared with $185 in the current catalog.

“Internet retailers are no different than traditional retailers. They still have to get rid of merchandise at the end of the season,” said Mark Goldstein, chief executive of Impulse Buy Network, which consolidates discounts offered by various online retailers.

But not everyone is playing the pricing game on the Internet. While Macy’s will slash prices at its stores, there won’t be markdowns on its Web site.

“My prices are competitive, but they are one price,” said Kent Anderson, president of Macys.com. “We went after the convenience aspect.”

For budget-conscious shoppers such as Robichaux, convenience just isn’t enough.

“I have no intention of going to the mall after Christmas,” he said. “I will be going online.”