It almost makes me sad to say, but I am going to lose my gold card status. If you know what I'm talking about, you may be a Starbucks addict, like I used to be. It's kind of a status symbol or cultural icon to go to Starbucks right, and get the white cup with the green symbol, full of caffeine to keep you on track?
Now, I actually have nothing against Starbucks and this post isn't even specifically about them. It's about the reward cards and membership cards that keep us coming back for more. The extras we get in the mail that entice us to consume more. The memberships that gain a type of sentimental status and in a way define us.
Come on in and get a deal!
Do you realize how much those little cards and coupons and rewards affect your spending?
I'm beginning to and it is really hard to let go.
A year ago I remember thinking, "Oh no! I have to get to Starbucks fifteen more times, or get fifteen more drinks by August so I can keep my gold status." Never mind that I didn't really love Starbucks all that much anymore. I didn't want to get the sugar packed, expensive lattes and frappuccinos on a regular basis and their coffee wasn't my favorite anymore. If I buy coffee out I personally prefer Tim Horton's. It's cheaper and I can get a free flavor shot, and most importantly I like the flavor better. But guess what, Tim Horton's doesn't have a rewards card convincing me that I need to come back again and again. I worked hard (ahem...spent a lot of money to get that gold rewards card).
I did keep my status last year, but this year, forget it. If I don't reach gold status will my heart be broken? Will I lose some status level in life? In some weird sentimental part of my brain it feels that way. But I'm getting over it and being realistic. I don't even love it anymore so why would I worry about my store "status" level.
I've had the same issue, and I'm sure you have to, with other stores. At one point I was a VS VIP. (Mainly because my husband worked there and we had a good discount). I lost that one last year. It hurt a little.
I loved seeing that I was a long-term member of AAA for my car. I dropped that one because I didn't want to spend the money and my insurance offered the same help. But it stung a little... because I'm no longer an x year member.
How about professional organizations? I've been a member of the Ohio State Bar Association since I graduated law school. I liked seeing my renewal card with how many years I was a member. I dropped it this year, because without practicing full-time it was too expensive and not worth it. But it stung a little too.
Think about it. How many times have you received a discount coupon in the mail from a store you frequent or a percentage off that expires at a certain time? It's exciting! Even if you don't really need to buy anything you start rattling through your brain thinking about what you could potentially need to buy because, hey, you've got the discount, might as well take advantage of it right?
If I get a Kohl's 30% off in the mail, you better believe I start thinking about what I could possibly need, even if right before getting the mail I felt content and had nothing on my shopping list. I have a free $10 off at a store that expires today and it's almost driving me nuts thinking about not using it. It's tempting to jump in the car and drive to the mall and see what I can find.
These rewards cards, memberships, coupons, and discounts for being loyal customers are addicting and cause unnecessary spending and unnecessary accumulation of stuff. Sure you may get a great deal, but if you don't really need it, or necessarily want it, in the first place, guess what? It's not a great deal.
I'm not saying these cards, memberships, etc. don't have a place. If you really are frequently shopping for things you actually need and get discounts so you save money, go for it. If you take people to coffee for your business, take advantage of free drink offers. If you need a membership for your profession and you actually use it, then by all means carry on.
However, sit back and analyze your spending habits and be honest with yourself. Are you spending more money on things you do not need just because of the "status" or just because a discount came in the mail?
Use and control the cards and rewards to your benefit. Don't let the rewards and cards control you. More importantly, don't let them define you. You are not your reward/store status!
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