Rockefeller Philanthropy Advisors

Dow Jones Newswire
BY KRISTEN MCNAMARA AND SHELLY BANJO

Gucci, Cartier, La Perla and Bliss Spa are among a number of companies offering to make charitable contributions when customers purchase specific items or spend a certain amount this holiday season.

These initiatives may attract wealthy shoppers who feel guilty buying luxury items, particularly when many people are suffering in today’s sluggish economy. Retailers are also trying to differentiate themselves in a crowded marketplace, where consumers are thinking twice before purchasing big-ticket items.

“There is an underlying sense that it’s not okay to buy right now, and this is a way to give yourself permission,” said Kit Yarrow, a consumer psychologist at Golden Gate University in San Francisco.

Consumers should be aware, however, that the impact and contributions from these types of programs vary widely depending on the company and charity.

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This entry was posted on Wednesday, January 7th, 2009 at 9:21 am.