"This Mother's Day we've got you covered" says Brookstone in a e-mail, and the retailer surely does. All the gifts you thought were too expensive at the Sharper Image suddenly seem a bargain when shown amid moderately outdoorsy items.
But, really, I think that's the most interesting part of Brookstone — how do you sell gadgets to the Average American market? If yesterday's Mother's Day e-mail is any indication, Brookstone tries to make those sales through reinforcement. The company doesn't push people too hard but instead works right up the ladder, plausibly offering people the lives they have now, only easier.
Take the gifts offered in the e-mail:
"Gifts for mom $30 and under" include a folding garden kneeler/sitter, a talking pedometer and microbeam flashlights.
Brookstone-to-English translation: Your mother does manual labor, walks a long way to work and usually doesn't make it home until after dark. Some handy gadgets should change her life.
"Gifts for mom $50 and under" include a stress-relieving cushion, a multi-angle massaging cushion and a Heritage connoisseur's wine opener set.
B-to-E translation: Your mother is struggling to make ends meet. Drinking should ease her problems.
"Gifts for mom $75 and under" include comfort-step slippers, a comfort gel seat cushion and a Smart Find remote control key locator
B-to-E translation: The Man was generous with your tax refund this year. Regardless of your political beliefs, you will briefly fancy yourself a philanthropist. Using your mother as justification, you will blow the money on overpriced gifts.
"Gifts for mom $100 and under" include a portable backpack hammock, a Comfort U pillow and a gardener's essential tool kit
B-to-E translation: Your mother is a member of the leisure class, albeit still at a socially conscious level. Raised as a child of privilege and yet unspoiled, you support her endeavors.
"Gifts for mom $150 and under" include "The Perfect Club," a shower CD player/radio and "The Comfort/Pillow."
B-to-E translation: Your mother desires expensive, well-named gifts. And you can't think of anything sentimental. At all.