Loyalty Fees – Not a Great Idea for Most

This week, I read an article on the Globe and Mail website that had me shaking my head. Essentially, there’s a new trend among retailers to charge clients a membership fee to shop in their store. My first thought was WTF?!?!!

It seems that Costco’s membership model is a bit too seductive for regular retailers to resist. Full disclosure – I pay the annual membership fee to shop at Costco. I love Costco! As a Singleton, I can buy many toiletries there and they will last me for months. Big shops at Costco for non-perishables results in far fewer shopping trips for me, and that’s always a good thing. I have no problem with Costco since they offer so many products for a wide variety of needs and their return policy can’t be beat.

However, when I hear about paying $128 per year to shop at a yoga pant store, I have to shake my head. How many yoga pants does on person need? According to the article, paying the membership means that you will get “advanced notice of sales and exclusive events.”

When I hear this, what I’m really hearing is “Pay us $128 so that we can tell you when to come into our stores to give us even more money.”

According to the article, the number-crunchers have discovered that the people who have memberships to particular retailers spend a lot more money in those establishments than those without memberships. That stands to reason. If you’re going to pay to shop at a particular store, then you’re going to shop at that store in order to “get your money’s worth out of your membership.”

But here’s the kicker. The shoppers without a membership spent less than half of the shoppers with a membership. So if you don’t have a membership, then you’re less likely to shop in the first place. That means you’re more likely to keep more of your own money in your pocket.

Is that really such a bad thing? I know that retailers would say “YES! It’s a horrible thing! Shut up, Blue Lobster!!!”

However, this blog is targeted towards people – not towards retailers. I use this platform as a method to encourage people to think about their best financial lives and how to achieve their personal goals with their money. I’m sure that for some people out there, money literally burns a hole in their pocket. However, most people who peruse the personal financial space are looking for ways to minimize their expenditures while still maximizing the enjoyment they receive from every penny spent.

Right now, loyalty fees for shopping at one particular store make no sense to me. Instead, I will be aware of how I spend my money each day. And should I need a pair of $100+ yoga pants, I will walk into the store without a membership and plunk down my cash. Will I pay more for that one pair of yoga pants than the person who gets 10% off for having a membership? Maybe… but I sure as hell won’t be buying $1280 worth of yoga pants each year in order to recoup a membership fee through my purchases!

Procrastination is a Money Mistake!

I’ve made my share of mistakes when it comes to money.

 

One of my biggest mistakes was waiting 5 YEARS before I started investing in my non-registered portfolio of dividend-paying exchange traded funds (ETFs). I paid off my house when I was 34 but I waited half a decade before I started investing in dividend-producing assets outside of my TFSA and my RRSP. That was such a dumb move that I almost want to slap myself! I was investing my former mortgage payment money in somewhat expensive mutual funds. Fortunately, I’d had the brains to not spend my newly-freed-up mortgage payment on stuff! However, I was getting raises at work during this time so I’d had the good fortune of having additional disposable income on top of my former mortgage payments. Unfortunately, I wasn’t smart enough to re-direct these extra funds towards my non-registered investment portfolio. In other words, money from my raises did not work as hard for me as it should have.

 

And if you were to ask me what I did with my “extra” money during that time-frame, I’d be hard pressed to tell you. I know that I took a trip to Hawaii with my mother. I know that I bought my SUV, although I paid it off within 6 months of purchase through gazelle intensity. I know that I did some renovations to my house. However, the rest of it must have just disappeared via thoughtless spending. I have no idea where it went and that drives me crazy!

 

You want to know the kicker? I’d spent the three years prior to actually investing thinking that I should be putting my money into an asset that would pay me dividends. I yearned for a dividend-paying portfolio so badly that I could taste it. I craved a dividend-paying portfolio because I understood that those dividends would compound over decades to create a solid cash flow to supplement my other retirement income. I spent hours reading blogs and personal finance books, pouring over newspaper articles about value investing versus growth investing, deciphering the various blah-blah-blah from multiple sources. Yet, I was no closer to actually buying the dividend-producing assets that I wanted.

 

Despite all my time thinking about what I wanted, I didn’t take any action to make it happen – instead, I waited and waited and waited to start! And when the financial crisis hit, I froze. I listened to the faceless voices on the radio who were predicting the end of the stock market as we knew it. Years of procrastinating will cost me dearly because I could have been investing steadily during the financial crisis and scooping up investments at low, low prices. Instead, I waited and pondered and thought and wondered and dreamt and delayed and considered and waited a little bit more!!! My inaction means that my Little Money Soldiers have five fewer years to go out and reproduce themselves.

 

I’d always wanted to retire at 50, but I don’t think I can hit that target without winning the lottery. In case you were wondering, picking the right numbers is a lot harder than it looks!

 

Part of me will always wonder if I could’ve hit my goal if I’d started investing all of my disposable income into my non-registered portfolio as soon as I’d paid off my mortgage. It’s a horrible game of “What if?” and there’s no good answer. The truth is that I can’t go back and re-write history. What’s done is done. And I have to remember that I still love the renovations that I’ve done to my house, and that I loved the travelling that I’ve done since becoming mortgage-free. During those 5 years of procrastination, I was smart enough at the very least to pay cash for everything so I never got myself into debt.

 

So what caused me to finally make the investment that I’d wanted for 5 years? Mainly, it was a smart little voice inside my head that spoke firmly and said the following: “Enough! Just start or it will never get done.”

 

I wish that voice had been more melodramatic or that the words had been more inspiring but the little voice was short and sweet. I listened to the little voice and went to my brokerage account’s website to get started. It only took a few minutes to set up my automatic transfers, to enter the initial buy order for my dividend-producing assets, to set up the dividend re-investment plan (DRIP), and to take the first step towards getting the kind of portfolio that I wanted.

 

The other thing that kicked me into gear was all the reading I was doing on personal finance blogs about something called the “side hustle.” Back in my day, a side hustle was called a part-time job. Times change and I must change with them. In any event, a side hustle is a way to make money beyond going to your main job. I knew that an investment portfolio which paid me dividends every month would count as a side hustle…and it offered the added benefit of not requiring me to really do anything in order to get the money. Yes, I had to earn the money to buy the units in my ETF but I already had a firmly established habit of investing my former mortgage payment so there was no trouble on that front. I simply had to move the contribution from my old investment to my new one. Easy-peasy!

 

The other benefit of my chosen investment plan was that my deeply-held preference for laziness would be satisfied, yet I could still tell myself that I had a side hustle.  I too had joined the ranks of the personal finance bloggers whom I admired and who had found ways to benefit from a side hustle in addition to their regular, full-time employment. The cherry on top of my plan was that my dividend income would receive preferential tax-treatment, which is just a fancy way of saying that my dividend money would be taxed at a lower rate than my employment income.

 

There are many, many ways in which I could have made significant financial mistakes with my money. Procrastination is the one that will hobble my dream of early retirement at age 50. However, it could have been worse. I could’ve gone into debt, or I could’ve co-signed a loan with someone who skipped out on the debt. I could’ve spent my mortgage money after my mortgage was gone. I could still be waiting to start!!! When I’m flagellating myself a wee bit too much about this financial mistake, I remind myself that I’ll still retire sooner than most and that I could’ve done a whole lot worse than living in my own head instead of taking action as soon as I’d figured out what I wanted to do with my money.