All hell breaks loose

Hours before the beginning of various sale events, such as the Drie Dwaze Dagen and the special designer collections at H&M, people wait in front of the stores and when the doors finally open, customers storm inside in order to obtain as many products as possible, creating mass hysteria along the way. Using a film and a documentary, observations during three well known sale events and interviews, this research shows that although stores use different kind of methods to lure consumers in, the ultimate reason for mass buy hysteria can be traced back to reduced prices.