Free Salt with Every Purchase

Some rumors in a town of Voronezh about possible shortages caused some old people to stock salt. This caused some shortage in Voronezh. Local TV channel made a headline out of this event. When nothing happens any news will do. This story was picked up by a national network. Almost next day all Russian TV channels and newspapers were packed with reports from different towns and cities about shortage of ordinary salt. “Just in case” people began buying an extra package or two of salt at groceries and supermarkets. Prices went up. In a chain reaction manner more people bought salt - in case prices would be even higher. More shortage – higher prices – more TV news.

At the peak of the salt panic Evroset – the leading Russian retailer of mobile phones – started a new promotion: “With any purchase you get a free package of salt!” Supermarkets and grocery stores started ordering triple amounts of salt from wholesalers. Then one day the panic stopped abruptly. In the last two weeks Russians bought zero amount of salt – their private stocks would probably last for the next couple of years. But stores are overstocked! What to do with thousands of salt packages that occupy so much of precious warehouse space?

Related Tags: Russia, salt, panic, promotion, Evroset