It was more than a decade ago when I first began collecting little plastic tags for my keychain. It wasn't a conscious decision on my part; rather, I got swept up in the “warm and fuzzy” feeling I got from becoming a “member” of whatever retail store I was currently in.
The pitch was mostly the same: “As a member, you'll receive special offers and be eligible for discounts that 'regular' customers don't get.” And most of the time, it was free. For some, like the big bookstore in the mall, there was an annual cost, but the discounts I received on the books I was already buying would more than pay for the nominal fee.
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