How Lululemon Twists Our Wallets (And No, That’s Not A Yoga Pose)

For a company that makes a killing selling gear to help get you centered in yoga class, Lululemon sure knows how to stir up quite a bit of urgency and excitement among its customers. As Business Insider addresses today, Lululemon gear practically never goes on sale. Nope, not even on Black Fridays and Cyber Mondays — the holy grail of retail sale days. While we're all for marching to the beat of your own drum (especially one that helps you reel in as much business as the cult-followed Lululemon), it's quite surprising that despite the full retail prices, customers are still willing to constantly shell out for its stretchy pants.

The answer lies simply in the matter of supply versus demand. BI reports the popular athletics brand sells an impressive 95% of merchandise at full price. Lululemon has been known to keep its supply of gear low, creating a scarcity to its products and an urge for customers to buy now and, more importantly, buy at full price. Though they do have the occasional blowout sale, its relatively scarce compared to many other brands in the same price range who have a constantly updated, always full sale section. So far, this tactic seems to be working, which means we're left with no choice but to wait it out in savasana for any 20%-off signs to appear. (Business Insider)