What is a 'Doorbuster'

A doorbuster is a marketing and sales strategy retailers use to get a high volume of customers into their stores during their opening hours. During a doorbuster sale a particular item or a selection of items is offered at a special discount price for a limited period to get customers in the door or "bust open the doors" to get them. Doorbusters tend to be used during special shopping event days that are related holidays. Some synonyms for doorbuster include "doorcrasher" or "doorsmasher."

Breaking Down 'Doorbuster'

A doorbuster is a strategy that serves a dual purpose. The goal of these special low price deals is to get customers into the store to buy specific items on sale and also to get them to come in and look around at what other items the store has to offer. The idea behind the "limited time" strategy is to get customers to rush into a particular store in order to take advantage of these deals, but also to dissuade them from going into a competitor's store. Based on strategy, a doorbuster has the same goal as the "loss leader strategy," which seeks to attract customers by offering an item at a deeply discounted price, often at a loss.

Doorbuster Practices

The most common holiday door buster deals are employed around Thanksgiving and Christmas. Some examples include "Black Friday" — the day after Thanksgiving in the United States — which kicks off the holiday shopping season, and Boxing Day, the first weekday after Christmas, which is a traditional shopping day in the United Kingdom, Canada, Australia and Commonwealth countries. During these shopping event days stores tend to open far earlier than usual, such as midnight or even late on Thanksgiving evening, and feature doorbusters to entice shoppers to take advantage of the additional shopping hours.

Doorbuster Techniques

Doorbusters may be limited by the number of items available or by the amount of time they are priced at a certain discount level before they revert to their normal price. Such doorbuster sales may employ a small-print disclosure of "while suppies last." When a very small number of deeply discounted doorbuster items is offered, and they invariable sell out fast, offering a similar but more expensive item at full price may constitute a "bait and switch." Such a practice is considered an unfair sales and promotion practice and is illegal in many countries. Many retailers now disclose exactly how many of a particular doorbuster item are in stock.

RELATED TERMS
  1. Door Crasher

    A door crasher is a low-priced item of limited quantity typically ...
  2. Excluding Items

    Excluding Items refers to the common practice of leaving certain ...
  3. Green Monday

    Green Monday is a retail term for the second Monday in December, ...
  4. Big Ticket Item

    A big ticket item is a high-cost item, such as a house or car, ...
  5. Cyber Monday

    The Monday following U.S. Thanksgiving weekend, representing ...
  6. Competitive Pricing

    Competitive pricing is the process of selecting strategic price ...
Related Articles
  1. Personal Finance

    Big Box Stores Vs. Small Retailers

    We list five factors for you to consider when choosing between a big-box or smaller retailer.
  2. Investing

    Here's What Target Has Planned for Black Friday

    The Halloween decorations have barely been put away, and major retailers are gearing up for Christmas. But even though many have already starting offering specials and promotions, Black Friday ...
  3. Investing

    Retailers Take on Amazon for Black Friday

    Retailers start holiday sales early and emphasize 'exclusive items' not available on Amazon in order to boost sales ahead of the competitive season.
  4. Personal Finance

    5 Money-Saving Shopping Tips

    Reducing the amount you spend is the easiest way to make your money grow.
  5. Insights

    Best Times To Go Shopping

    Whether you love it or hate it, we'll tell you when the best times are to go clothes shopping.
  6. Insights

    3 Ways Holiday Shopping Is Changing

    Americans are shopping online, even when they are in stores.
  7. Personal Finance

    Six Things To Buy AFTER Christmas

    Waiting out the frenzy of Christmas sales could actually save you a lot of money.
  8. Investing

    U.S. Stock Market Holidays in 2016

    Learn which holidays will be observed during the 2016 equity market trading year and how they have historically performed dating back to 1990.
  9. Personal Finance

    Get The Best Prices On Clothes

    There's no reason to pay full price for your wardrobe. Here are some tips for getting great deals when clothes shopping.
RELATED FAQS
  1. What is the difference between cost and price?

    Cost is typically the expense incurred for a product or service being sold by a company. Price is the amount a customer is ... Read Answer >>
  2. What is the accounting treatment for unusual or infrequent items for IFRS and U.S. ...

    Learn to identify the unusual or infrequent items listed on an income statement prepared according to either US GAAP or IFRS ... Read Answer >>
  3. What strategies do companies employ to increase market share?

    A company's market share is the percentage it controls of the total market for its products and services. Learn about the ... Read Answer >>
  4. Hard and soft goods in the retail sector

    Understand the difference between hardlines and softlines offered by various retailers. Find out about the characteristics ... Read Answer >>
Hot Definitions
  1. Business Cycle

    The business cycle describes the rise and fall in production output of goods and services in an economy. Business cycles ...
  2. Futures Contract

    An agreement to buy or sell the underlying commodity or asset at a specific price at a future date.
  3. Yield Curve

    A yield curve is a line that plots the interest rates, at a set point in time, of bonds having equal credit quality, but ...
  4. Portfolio

    A portfolio is a grouping of financial assets such as stocks, bonds and cash equivalents, also their mutual, exchange-traded ...
  5. Gross Profit

    Gross profit is the profit a company makes after deducting the costs of making and selling its products, or the costs of ...
  6. Diversification

    Diversification is the strategy of investing in a variety of securities in order to lower the risk involved with putting ...
Trading Center