Winning the JUST 4 U Wars

You can always tell when a store is offering a promotion that benefits them, not you. A few years ago, it was Costco. They came up with their “cash back” American Express card. Now, for anyone who wanted another credit card, I’m sure it was a THRILLING DEAL. But for those of us who don’t like plastic and who have enough already, it was not attractive.
The thing is, Costco would not take no for an answer. Their AmEx “specialists” aggressively chased me across the store so many times that I finally left written complaints in BIG LETTERS on feedback cards every time I shopped. Once I went lawyer on one of them and threatened to file a complaint for a PC 422. I hadn’t the slightest intention of course, but I was tired of being chased and harassed. (And it wasn’t a PC 422, it was a PC 245, but 422 sounded more intimidating and came out of my mouth first because I was working on one of those cases.)
Eventually Costco penned up the AmEx Card hustlers (I like to think it was because I complained), and I could just avoid them. For a while.
But then they started a campaign at check out for those of us who were holdouts on the GREAT DEAL. We still had the tell tale white membership cards. Put one of those babies on the checkout conveyor belt, and your fate was sealed. You were going to get a talking to from the cashier with all the fervor of a Southern Baptist street preacher who suspected Jesus Christ was NOT your lord and savior. Finally, I paid Costco an extra $60 bucks a year for a black card that is not a credit card, but that entitles me to a paltry rewards certificate every January. It’s enough to buy a couple of good bottles of wine, and so far it has been a stake in the heart of AmEx vampires.
Having lived through the Costco AmEx campaign, I was not thrilled when some baby B-schooler created JUST 4 U at my local supermarket. I mean, the title was an instant give way. It was definitely NOT 4 ME.
The whole thing began pretty innocuously with tables just inside the entrance doors where pleasant-faced employees gave out little flyers telling us how sign up on our computers at home. Ever obedient, I did just that. But I went no farther. Why, you ask? Because the object of the exercise was to get me to decide what I wanted to buy BEFORE I went to the store, click on a bunch of e-coupons and somehow magically have these on my cell phone to be scanned at check out. Do you see where this is going, Highly Intelligent Reader? Yep. You got it. The store was sneaking up on paper coupons and trying to make them extinct.
Now back in the days when all four of us were home, I did clip coupons like paper dolls from the glossy Sunday inserts. I had one of those cute little coupon organizers with wallpaper patterns on the front that I wagged with me every weekend. In those days, I often did plan my meals for a whole week in advance, created shopping lists, and executed them (in every sense of that word.) Only problem with this activity: it killed the whole weekend, EVERY WEEKEND. (Another form of execution.)
But as my children grew up and left home bit by bit, I had little need for an elaborate food plan every week. And, as a foodie, I love to roam the aisles and Impulse Buy. I may know three things I want before I hit the supermarket, but I don’t know the other ten. It is just not fun to sit at a computer and pretend I’m putting tunes on my iPod when in fact I’m hunting for paperless coupons for the Android for things I don’t even know I want yet.
Being Southern and polite, I just decided to silently drop the whole thing. But not the supermarket. Oh, no. The employees behind the tables now began to shout at us as we entered, DEMANDING we sign up They came armed with laptops to do the deed ON THE SPOT. They pushed free cookies and coffee to waylay unsuspecting victims. (That was an easy one for me to ignore, but no mom can get a kid past a plate of free cookies.) Still even if a shopper managed to run the entrance gauntlet, he or she still had to face to the Sign Up table in back across from the meat counter. (I guess vegetarians escaped this one.) And finally, the fresh-faced cashier would smile and demand the JUST 4 U info at check out like some sort of Free Mason hand shake that if I got right, would allow me to take the food home. Masonry went extinct in my family in my father’s generation. So, faced with leaving the groceries on the counter or finding a new place to shop, I learned to cleverly hand over my store club card and say, “This is all the discount I wanted for today, thank you.” (I mean the whole club card thing is a pain, too. Why can’t they just give you the low price to begin with?)
Lately, like the AmEx herd that got bullpenned, the JUST 4 U pushers are fewer and farther between. (I think the moms complained about the free cookies.) There are still plenty of customers with cute little coupon savers at checkout, handing over wads of rainbow-hued clippings. I actually haven’t seen a single phone scanned. I’m thinking the baby B-school genius who visited this plague upon us is Looking For Another Job right now. B-school genius has learned the hard way no one is going to deprive me of the extemporaneous fun of being an Foodie Impulse Buyer. Absolutely no one.