Why retail — aren’t you experts in design, not shopping?

Tracy: What we really believe in is that good design shouldn’t cost more. So because of that, we really have focused on retail as our main venue for our design work. In doing so, we employed this research-based design process where we really go out there and study what people are buying, what they’re picking up off the shelf, how it looks on the shelf, what it’s up against, and its a little bit different than the way your average designer designs where they just start thinking about great grand ideas about how something should look and form and function, but we really think about how something is marketed.

What prompted your shopping recommendations?

Tracy: People are always asking us, because they know we spend so much time (in stores) — our family, our friends, people on Facebook, on Twitter — they’re always asking us ‘what are you going to buy this year? What’s the best item? Am I getting a good deal?’ People have a hard time telling if they’re getting a good deal on something. And because we know products so well, we know whether it’s a good deal. And mostly, we know imported product extremely well. … so we can tell whether a product is quality, whether it’s going to be a good value or also when it’s going to be on sale, because we’re watching all the time. For instance,if you bought a TV in October, you were going to get a better deal than on Black Friday …

It’s almost as if you’re secret shoppers — what would be the one secret you could pass along to holiday shoppers?

Tracy: You need a list, and you need to stick to your list because at that time of the year, they’re really preying on the fact that you’re harried and your busy, and you just want to grab something. The end caps are the most dangerous place for you. So, while they seem like they’re a great deal; in the end you’re going to pay more for those items, or they’re not going to last as long, or they really are an impulse purchase for a reason. So go back into the aisle. Don’t just skim the ends.

Tom: The reality is all of these stores are in the business to make money, and different stores have different ways to make money. To me, one of the best secrets is the warehouse clubs are where you’re going to get the best value for your dollar on a strictly return on investment perspective, or what you’re getting for your dollar. They may not have the cheapest price. You buy that digital camera, and it may be bundled with a case, and bundled with a memory card so that price is a little higher. … If you are going to buy something, and you know the club has it, buy it at the club because you are getting a better deal.

What are your thoughts on Christmas Eve shopping?

Tracy: If you’re shopping on Christmas Eve, the issue is less that there are deals — they’ll be prepping for the after … so you may find some deals that happen at that point. If you’re not under pressure to actually shop, it might be okay. But if you’re under pressure to shop, you’re likely to pick the first thing you find and walk out of the store. So from an impulse standpoint, it’s very bad.

Is there one consummate holiday gift — akin to a fruit cake — that can be given to anyone?

Tracy: I think that most people think it’s a gift certificate. I do them, but I’m not a big fan of them, because I think it’s a little less personal. So I always like to combine something with the gift certificates. So when we suggested things like adding the coffee mug and the Starbucks gift card, or adding, a movie theater, maybe you add a big thing of popcorn. We always like to give something with it.

Read the original article in The OC Register.