Aldi snow sale: your time is up
It’s that time of year again, innit snowlovers?
You know the ski season is nigh when you see the ads crop up on social media or perhaps the catalogue flitting about at your local shopping centre. Or maybe your next door neighbour is dusting off his knuckle dusters and mouthguard and you’re wondering why …
Yes, it’s the annual Aldi snow sale this Saturday.
But I’m calling for an end to it in its current set-up and here’s why.
Not because Aldi gear isn’t at the least passably good. I’ve had family members own some of the stuff and I’ve seen, felt and even used some of it.
To me it still seems like a great entry point for the casual to semi-regular snow enthusiast. And if it gets more people skiing or snowboarding – great. Does it matter that every second person at Perisher seems to have the same design jacket? No – and why would I care anyway.
Not because I have a beef with Aldi itself. Hey, I often do my grocery shopping there. While truth be known I’m not actually a big fan of their packaged beef as it turns out, this isn’t a core issue for me.
No, the problem I have is with the Aldi sale is the feeding frenzy concept that it very deliberately creates.
I do geddit, you know. It’s Economics 101. Create a limited supply and then, if your product and the word of mouth is good, develop extraordinary demand. Aldi do it and do it well.
In the early 2000s you had the major brands and the major stores with their major prices. The casual enthusiast either had to hire or shell out the big bucks. Sure, you might be a able to get a cheap winter parka at KMart – but what about some proper ski pants, a helmet and a dozen other ski-specific things you might need?
Aldi filled that void and kudos to them.
But I reckon it has now turned into a bit of a shit show and an unnecessary one at that.
I went to the 2016 sale in a southern Sydney store. It wasn’t the worst experience but I wouldn’t call it a fun morning out either. Then there was the racist and abusive female shopper at the counter – ugly as it was the incident wasn’t ski clothes related.
But make no mistake these things have the capacity to get quite ugly; and simply bring out the ugly in people.
Glenn Shiell from Snowriders captures the action from the 2017 Aldi snow sale in Perth
Why not just get enough of a range in to fully cater for demand? Perhaps do it in a civilised way? Because that doesn’t play to the very modern FOMO problem does it?
Our friends at Snowlriders took a different tack – questioning the quality of the gear in their article. You can be the judge of that yourself.
If you haven’t heard, there’s a shop called Decathlon (I have no commercial affiliation with the store). Huge in Europe, they are something like the Ikea of the sports world. There’s a great range of snow gear at rock solid prices and you don’t have to elbow people out of the way to get it.
Buy online or if you’re in Sydney pop into the huge Tempe store. There you might just find yourself leaving with not only a ski jacket but some dignity as well.