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This is a guest article by Leo Babauta, originally published on Consumerism Commentary on April 3, 2007. Leo, the author of Zen To Done: The Ultimate Simple Productivity System writes about achieving goals, creating habits, productivity, personal finances, frugality and more at his blog, Zen Habits.

On Zen Habits, I detailed some of the things I have cut out of my life in order to save money and eliminate my debt, such as cutting my own hair, cutting out cable TV, becoming vegan, working out at home instead of the gym, brown-bagging it to work, never going out to clubs or the theater, and more.

An anonymous reader then commented, sarcastically, “Here’s another way to save money. Lock yourself in a box until you slowly die of starvation and/or boredom.”

I understand that sentiment. When I list out all the things that I’ve cut out of my life, it sounds horrible, even to me. But here’s the secret: if you cut things out a little at a time, it doesn’t seem hard at all.

And here’s another secret: living frugal isn’t that hard at all — in fact, it’s extremely enjoyable!

I didn’t cut out all the things on my list all at once. That would have been quite a drastic change, and I’m not a fan of drastic changes. My philosophy is that changes should be made gradually, with baby steps, over a long period of time, otherwise they won’t be sustainable. Want to lose weight? Don’t try to drop 30 pounds in a month — lose a pound or two each week, and over the course of a year you’ll lose 50-100 pounds!

The same goes with frugality. Cut out one thing from your life, or change one spending habit, every couple weeks, and over time you’ll have cut out a lot of unnecessary spending. The thing is, you get used to the changes, and after a while you don’t notice that those things are gone. Sure, cutting out cable TV was a big change at first, but after a month or so, we didn’t miss it at all. Now, it seems crazy to have cable TV all the time. We go over to other people’s houses, and they’re glued to the TV all day long. That’s not a criticism of them, but an indication of how our lives have changed. There are other things we love to do besides watch TV, and if you’re creative, they can be fun and cheap!

Here are my tips for gradual frugality:

  • Start out by making a list of things you spend money on each month, big or small. List all your monthly bills, but also the little things you buy, like magazines and books and DVDs and gadgets and car washes and lattes and beer. It’s helpful to track your spending for a month — I just did it in February and it was very revealing.
  • Mark the things on your list that are optional, not essential to living. There may be quite a few, if you haven’t been trying to be frugal until now.
  • Choose a small goal to start. Don’t choose anything too outrageously difficult. Just choose something small that you think you could do without, perhaps magazines. This shouldn’t be something to which you’re addicted; that should be saved for later. The reason for starting small is to give yourself a chance to be successful in the beginning and then build upon that success for even bigger successes down the road.
  • Stick with that one change for at least two weeks. A month would be even better if you can be that patient. After those 2-4 weeks, choose another item on your list. Make it a small one again, perhaps slightly bigger, but nothing huge. Repeat this process every 2-4 weeks, and you won’t notice much of a change.
  • Celebrate every success! It feels good to accomplish a goal like this, and you should be proud of yourself. Reward yourself (but nothing too expensive!).
  • Put your extra money towards debt or savings. If you’ve cut out $20 a week on small purchases, put $40 extra every paycheck towards paying off one debt, or put it towards savings if you don’t have debt. That’s a small amount, but it’ll add up to $1,000 every year. And as you cut out other things in your life, that amount will grow every month.
  • Have fun for free or cheap. Don’t let this process of frugality be a process of suffering. Have fun while you’re doing it. Cutting out going to expensive restaurants? Pack a picnic and go to the beach or park instead. Cutting out your weekly movie night at the theaters? Rent some old movies on DVDs, pop some popcorn, and cuddle together with your significant other or family. Be creative! There are lots of great ways to have a blast on little money.
  • Enjoy the process. You are cutting back on things to achieve a financial goal. That in itself is very rewarding. Always keep a positive mindset. If you feel like you’re having a difficult time, it will be difficult. But if you only allow yourself to think positive thoughts about your process of frugality, it will be as easy as pie. Speaking of which, making pie is a great thing to do for cheap!

Photo: pittaya

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Update: Capital One has purchased ING Direct.

A little less than eighteen months ago, I mentioned that ING Direct was scheduled to be sold off. The online bank’s parent company, ING Group, received taxpayer assistance. The plan is for ING Group to sell ING Direct USA to pay back the European Commission.

The New York Post reported today that Ally Bank is in talks to buy ING Direct USA, its major online savings account competitor, to expand its portfolio of deposits and offset Ally Financial’s portfolio of troubled assets. I’m a customer of both banks. Both are strong marketers; customers in the United States are familiar with ING’s orange ball and Ally’s amusing commercials.

What this sale might mean for customers

Ally Bank - Online Savings, Better BankI’ve dealt with customer service with both banks and I have never felt frustrated or confused. I have never had a problem with my accounts at either bank, but I have used my accounts at ING Direct much more extensively than my accounts at Ally Bank. Both banks continue to offer very good interest rates for savings, though ING Direct is no longer at the top of this list. The loss of a major competitor means that we could see increased costs of doing business — possibly new fees — and less favorable interest rates for customers. I’d like to think that there is enough competition among high-yield savings accounts to keep these changes to a minimum, but whenever the market combines the top two competitors in an industry, customers need to consider their options.

Ally has worked hard with branding and marketing to disassociate itself with its troubled past parents, GMAC and General Motors. Ally Bank has, in the past, angered the American Banking Association by offering savings interest rates that were too high. The ABA sent a letter to Ally requesting the bank to lower rates so other banks could compete. Brick and mortar banks had to stop posting their interest rates online because their rates could not match what was being offered by low-overhead, online-only banks.

ING Direct has spent many years turning its customers into loyal fans. From the consumer’s perspective, being a fan of a company is dangerous because it can lead to ignoring flaws. Many customers who joined ING Direct years ago due to the bank’s high interest rates have stuck with the bank because they like the service and it would be inconvenient to switch. These are legitimate reasons to stay with a bank, but when it comes to financial decisions, customers can’t ignore the effect it has on a wallet. For someone who has enough money in the bank to earn $50 in interest a year, it might not make sense to switch to a new bank to earn $10 more dollars that year, but interest compounds over time, and the effect a higher interest rate has on a lifetime of savings can be substantial.

Rates are, of course, only one factor in choosing a savings account. Both Ally Bank and ING Direct have offered good to excellent interest rates and great customer service so far. At this point, with Ally Bank’s troubled heritage in the past, it’s safe to say that there is a possibility for good synergy as a result of this sale. But even the simplest acquisitions could end up hurting the consumer.

As of today, there is no definite declaration that Ally Bank will purchase ING Direct. The announcement is only that the two banks are in talks, and these types of announcements often exist only to gauge public (and particularly investor) reaction and sentiment. I think the new online bank formed with the deposits from Ally Bank and ING Direct would not qualify for “too big to fail” status, but the combined bank would be the leading online savings account in terms of volume of deposit accounts.

What do you think of this hypothetical merger? If you’re an ING Direct customer, would you change banks based on the purchase alone? Do you think Ally Bank will be able to handle the merger of the deposits? Do you think it’s weird that ING Direct, a bank with Dutch heritage, would be partly owned by General Motors, a domestic car manufacturer?

New York Post

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Two years ago, Michael Brush from MSN said, like many other financial columnists, that the buy-and-hold investment strategy, or the long-term efficacy of that approach, is a lie. This echoed a lot of the prevailing popular thinking at the time. The stock market was at an all-time low. People who believed in buy-and-hold investing, which says one should avoid trading frequently in favor of holding investments for the long term, where particularly hit by the stock market downturn.

Experts pondered whether the stock market had fundamentally changed. The average annual returns of 8% would never be seen in domestic equities again. The MSN article provided the reason for this paradigm shift: there was more risk in stocks. I liked this response from a reader:

This guy, like many finance authors on MSN, not only has no clue what he’s talking about, but is saying the exact opposite of what is true. When the stock market goes down, the risk goes down with it. The cheaper the prices, the less the risk.

On the plus side, all the ignorant articles on MSN enable truly intelligent investors to make more money over the long-run.

Matt Krantz, financial columnist for USA Today, has good news for buy-and-hold investors:

Investors who have hung on haven’t done all that badly. It’s true that the stock market is still roughly 15% below where it was at its 2007 peak. But buy-and-hold investors have actually done better than that. For one thing, these investors have continued to collect their roughly 2% a year dividend yield. Adding that in, investors are only down 9% from the high.

Yet, many buy-and-hold investors are probably doing even better than that. One of the key tenets of buy-and-hold is continual investing. Rather than trying to time and market and dart in and out of stocks, prudent buy-and-hold investors added to their investments during the downturn. If you did that, buy-and-hold has paid off handsomely for you and has helped to get you to back even to the peak. In fact, many buy-and-hold investors might even be up from the 2007 peak if they bought during the downturn.

Michael Brush’s MSN article from 2009, which echoed popular opinion, should have been a good sign that enough investors had given up on the stock market. The sentiment, in a short two-year context, may have signaled the best time to double down and take advantage of low stock prices, with the exact buy-and-hold strategy that was being vilified.

There certainly is a possibility that the stock market will fall again, and perhaps find a new low water mark. Political unrest around the world is usually not a good sign for global short-term economic growth. Nevertheless, over time, those who continue to buy will most likely be rewarded. Buy-and-hold is back.

USA Today, MSN

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Update: Groupon has pulled the controversial ad campaign described here.

I’m a big fan of Christopher Guest. He has wrote and directed several great films, popularizing the “mockumentary” genre. This is Spinal Tap is one of his highly-acclaimed films. He has also directed many commercials, some of which feature his regular troupe of actors, those appearing in films like Best in Show and Waiting for Guffman. Chris was behind the 2010 census commercials, which also appeared during a Super Bowl.

This year, Christopher Guest directed the controversial Groupon ads. In spots that begin as if they were promoting celebrity-endorsed charities, the actors reveal that the sentiment behind their appearance is related to saving money on a frivolous deal. Saving 50% at a Himalayan restaurant may be a great deal for those who have the money in the first place, but perhaps setting the audience up for a sincere plea to help the people of Tibet was tasteless.

Groupon, its ad agency, and Guest developed a series of commercials playing on this theme. In addition to an ad featuring Timothy Hutton in a Himalayan restaurant, Cuba Gooding, Jr. feigned saving the whales in favor of saving money on a whale-watching excursion and Elizabeth Hurley began to impress upon the Super Bowl audience the importance of stopping deforestation but changed direction to extol a discount on Brazilian waxing.

Usually, Christopher Guest’s offensiveness is lighthearted or silly; the juxtaposition of the idea that celebrities often use their voices and popularity to bring attention to an important issue with the idea that you can save a few bucks off of your exotic dinner could be too dry for a mainstream audience. I think the subject of celebrity endorsement is perfect for a guest-style mockumentary — or at least a Saturday Night Live sketch (Guest has written many), but in the ad agency’s attempt to entertain a mainstream audience, they missed the mark by far.

Here are some reactions from Twitter:

  • “I feel bad for poor Timothy Hutton. That will probably kill what is left of his career.”
  • “For shame, Timothy Hutton, for shame.” (@SeanCamoni)
  • “First person to make me a ‘Timothy Hutton Hates Tibet’ t-shirt wins my undying appreciation.” (@mattsinger)
  • “I don’t think the @groupon spot was in poor taste. They just reminded people of something in a way they didn’t wanna be reminded. With humor.” (@JoeWescott)

What do you think of the ads? Here is the first commercial, featuring actor Timothy Hutton:

Whatever you think of the commercials, Groupon succeeded in getting the country talking about its brand. I write about saving money here, but this may be the first time I’ve mentioned Groupon on Consumerism Commentary. I’m not normally a big fan of the concept of “saving money by spending it;” this and other couponing tools are generally just an excuse for people to buy things they don’t need anyway.

Overall, the set of commercials this year was a big disappointment. The most I’ll say is that the Darth Vader commercial was cute, but I don’t remember what car brand was featured, so it was not nearly as effective as Groupon’s ads. This year, I didn’t particularly care for either team in the game, so I was hoping for some better entertainment between the plays. The half-time show was disappointing from a technical standpoint, and the commercials were neither innovative nor entertaining. What did you think?

(Continue reading for the other Groupon commercials featuring Elizabeth Hurley and Cuba Gooding, Jr. or provide your response below.)

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Frugality is Bad For the Economy

by Flexo
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The concept of frugality has permeated mainstream personal finance in the past few years. That’s understandable, given the state of the economy. For many who have been personally affected, following the loss of income or a job, this frugality is a forced approach. People are looking for ways to save money because they have less ... Continue reading this article…

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Black Friday Onslaught: Truly Frugal Holidays

by Flexo

With the first cold weekend after the summer, I can tell just by looking around that people everywhere have begun thinking about the holiday season. I’m not talking about Veterans’ Day or Thanksgiving; Christmas is the day on people’s minds as they erect their gaudy displays. The advertisements are not yet full-force on television, but ... Continue reading this article…

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OptionsHouse Online Discount Broker Review

by Flexo

If you take a look at our best online discount brokers page, you’ll notice that OptionsHouse leads the way as the cheapest broker to place a trade with online. While commission structure is a motivating factor in choosing an online discount broker, it shouldn’t be the only factor. Customer service, trading tools, fees and overall ... Continue reading this article…

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Sometimes the Customer Isn’t Right

by Smithee

You’ve probably seen this sign hanging up in a shop or office: Rule 1: The customer is always right. Rule 2: If the customer is wrong, see Rule 1. This is not always right. I’ve had a lot of jobs I’ve been out of school and in the working world for thirteen years. That’s not ... Continue reading this article…

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