Making luxury affordable or making people broke?


Those of you who read my posts frequently know that, when necessary, I have no problem naming names and going after specific companies that I think consumers and investors need to avoid. That is precisely what I'm going to do today. My brother is a junior in college and frequently receives offers in the mail for credit cards and other "financial services" (which reminds me of the old joke about military intelligence). Yesterday, he received a catalog from a company called Peach Direct (bad name, bad company), which boasts the slogan "Making Luxury Affordable."

Well who doesn't want affordable luxury? Surely I do. So I opened the catalog and began browsing the offers. Among the "deals" available are Gucci sunglasses for $10 per month, a 50" DLP Wide-screen HDTV for $48 per month, and an Xbox 360 for $14 per month. But my personal favorite is, by far this gem: Quicken 2007 Deluxe for $10 per month. Ladies and gentlemen, take it from me: If you don't have the $49.99 in cash that it takes to buy your own personal finance software, you probably don't need it. One of the savviest financial decisions you could make in that situation would be to not buy the software on installment, paying the 23.99% APR my brother was "pre-approved" for -- which is sort of like being pre-approved to take a vow of poverty. What's second prize? Fifty shares of Enron stock?

How much will buying on installment cost you? Use a calculator like this one to figure it out. For instance, if you are buying the Microsoft Xbox 360 Platinum System which has a price of $450 and a payment of $14 per month, you would plug that into the calculator to discover that you will end up paying $277.69 in interest. You'll pay $728 for a system you can get at Best Buy for $300. Ouch.

Let me be very clear about this: I don't blame Peach Direct for this irresponsible marketing, preying on uninformed, poor college kids who might make really stupid financial decisions. That's what capitalists do, whether they be pay-day lenders, casinos, car dealers, or some guy selling playoff tickets for the Kansas City Royals. If Peach Direct weren't doing it, someone else would

What concerns me most is that very few kids (this company markets to college students) have the financial literacy necessary to understand this offer. How many could or will really calculate how much that camcorder at $20 per month will cost them, after interest? One in a hundred, I suspect. I'm not exaggerating. A recent survey by Jump$tart, a financial literacy advocacy group, showed that only 17% of students know that stocks represent the best investment over the long term. I would also guess that very few would be able to accurately guess how buying an item on installment really costs, and why it ends up costing more than 60% more when the interest rate is only 24%. There's an old saying that "People who understand compound interest are destined to collect it. People who don't are doomed to pay it." Companies like Peach Direct know most kids don't understand, and that's why they market to them.

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