It’s nice that Dick Smith have a 15% off everything sale, however I am simply not interested in shopping there any more.
Dick Smith are meant to be a cheap place to get electrical and electronic kit, but they seemingly abandoned that cause a while ago, and are now selling products to unsuspecting consumers at unjustifiable prices.
I refer of course to HDMI cables (or any cables really).
The cheapest HDMI cable you can buy on sale at Dick Smith, with the 15% discount, is a staggering $55.23.
Meanwhile the cheapest HDMI cable on Ascent is $18.23 – and they have 14 HDMI cables under $36.
HDMI cables carry digital signals. Digital signals either get there or not – there is no degradation. So you can compare those prices directly.
Simply put – Dick Smith is selling HDMI cables for three times more than Ascent. They are doing this because they are either buying expensive branded cables, or they are marking up the cheaper cables by outrageous amounts. In short they could give their customers a much fairer go but are choosing not to.
Dick Smith has now successfully completed the transformation my impression of their stores from cheap places to buy stuff to expensive rip-off merchants. It now seems that I will go out of my way to tell people to avoid Dick Smith stores.
The 15% off sale seems to be an indication both that their margins are far too fat across the board, and that they are struggling with sales volumes. It raises the question of just what their business model is, and how much longer they will last.
What you can do
We need to send a message to Dick Smith. They are destroying their business, and frankly I’d rather they didn’t.
So ask for HDMI cables at your local Dick Smith store, and when you see the prices loudly exclaim that they are three times more expensive than Ascent and ask “Why is Dick Smith so expensive?” The people behind the counter know just as well as you do that the prices are out of whack, but this is a fun exercise to do with the store manager.
If you do need cables, or anything electronic, then buy them at Ascent or Trade Me.
Wait a few more weeks or months, and then pick up the real bargains at the Dick Smith closing down sales.
To summarise it all nicely when I tried to repeat the search for other types cables I got this: