Some specific benefits of being a member of a private sales site or members-only shopping club are deep discounts on luxury and brand-name products and services, email notices for invitation-only sales, daily deals for local services, private flash sales and exclusive deals not available to the public. Additional general benefits include giving the average consumer the ability to afford high-end and luxury items and the feeling of belonging to an exclusive, secret society, much like a fraternity or social club.
The main attraction of members-only clubs are the deep discounts. For example, the online shopping clubs Ideeli, My Private Boutique and Best Secret claim discounts of up to 80 percent off retail prices, and the website Zulily.co.uk offers 90 percent discounts for merchandise geared towards moms, babies and kids.
Private sales sites offer secret sales, invitation-only sales and flash sales that make members feel like insiders. These deals are not offered to the general public, and are only available for a limited time, making members feel the pressure to buy or miss out on a once-in-a-lifetime deal.
Often, designers are hesitant to discount their merchandise in retail stores because they risk devaluing their brand. For this reason, members-only sites offer luxury goods at prices not available elsewhere, offering consumers the chance to own the trappings of a high-end lifestyle without paying full price.