For consumers, the flash sale trade off is simple They get big markdowns, but only on a limited selection and only for a day or two. Mark Beccue, an analyst at market research firm ABI Research, calls the sales impulse buying on steroids. The retailers get access to big audiences of motivated shoppers, while the sites get a cut of the sales. Many of these sites have a mostly local focus think discounts at the mom and pop pizzeria or at a new boutique looking to create buzz. But luxury goods makers increasingly see them as a good place to unload inventory without having to advertise. That trend has let sites like Gilt.com and Rue La La build brands by focusing on designer apparel, jewelry and upscale home furnishings. And many sites are expanding their offerings for the holidays. Gilt.com says it ll offer personalized advice from fashion experts, along with recommendations based on members shopping patterns.
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