You used to be able to buy a donkey from the Sears catalog

Yep, you could once buy a donkey from the Sears catalog for $79.95. But the genius wasn’t the donkey—it was the payment plan: $16 down, $12 per month.

Marketing Analysis

This ad made a literal donkey seem affordable and accessible. Sears knew that even if the total price sounded big, most people could swallow a smaller number—monthly.

Why It Works

• Breaks down a big purchase into bite-sized chunks
• Anchors on an easy “entry price” ($16 down)
• Removes price friction by shifting focus from total to monthly
• Creates a perception of affordability and immediacy

Examples

• Peloton sells $2,000 bikes as “$47/month.”
• iPhones are $0 “with trade-in and financing.”
• Car dealerships live on “low monthly payments.”
• Mattress brands like Purple and Casper offer “as low as $25/month.”