WATCH ABOVE: Global’s Erika Tucker on the surprising goods people are willing to trade to get their hands on Safeway stamps.
CALGARY – You may not expect much of a response when posting ads on Kijiji, especially if you’re asking $50 for 100 or so Safeway stamps you’ve collected during trips to the grocery store. Anyone who’s hit the Calgary stores lately is familiar with the cashier’s question at checkout – “Do you collect the stamps?”
It’s all for a promotion to redeem high-end Zwilling knives. The stamp distribution will stop Feb. 12, with an option to redeem the knives, scissors, sharpening steel or block until March 1.
But what’s surprising is the local online community that’s popped up to buy, sell, or trade the stamps in order to redeem the Zwilling knives—with retail prices ranging from $64 to $125—that are offered in the promotion.
One Calgarian said he received lots of replies to his stamp ad, with one standing out: A farmer was offering fresh food in exchange for the stamps. The two met Monday morning and he got homemade / farm-fresh eggs, sausage, buns and rhubarb wine, delivered in re-used packaging.
“I’ve never made a trade on Kijiji. Normally it’s cash or nothing. But I just couldn’t resist this one,” said the man, who didn’t wish to be identified, in an email to Global News.
“I love de-cluttering my place and getting a little cash in return, or getting great deals on nearly new stuff. For me it was obvious to put my stamps on Kijiji. I didn’t have enough stamps for them to be valuable to me but I knew that there would be others willing to buy them.”
The listings include people selling knives they got with the stamps for less than the retail price, asking others if they have any stamps that could be picked up for free, including some emotional pleas:
“I have been collecting the stamps from Safeway for a new collection of knives that I truly need. During my move from Ontario, many of my best knives were lost. If you have any that you will not be using I will gladly take them off your hands,” reads one post.
“Hello, I’m a recent University grad moving away from home to start my first job. I’m trying to collect a small amount of kitchenware on a tight budget,” reads another. “If anybody has any extra or unwanted Safeway stamps they are willing to donate, it would be very much appreciated! I would be happy to pick them up from you. Thanks!”
This type of program is used by many retailers to build loyalty, said University of Calgary Haskayne School of Business assistant professor of marketing Debi Andrus, but now it’s moved to a different medium.
“In terms of people trading online for the Safeway knife stamps, that is just a new way of trading,” said Andrus. “This has happened with the paper stamps previously as friends would trade with friends or, in some cases, even at the till. With more options to communicate today, people will use it.”
Safeway public affairs manager Betty Kellsey wouldn’t reveal how many knives have been redeemed so far, but said there’s been a lot of interest.
“The stores are well-stocked with knives and product, knowing the redemptions are coming.”
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