The economics of Cash4Gold
December 20th, 2008 by ScottFor quite some time, I’ve been fascinated by the whole ‘Send Us Your Gold’ industry. Are gold buyers in such short supply that the general public has to resort to the postal service to sell their gold?
There have been a few great reports on the industry from a favorite website of mine run by a guy named Rob Cockerham. This article is about how he actually got paid after sending in a bunch of pieces of scrap metal that he painted with gold spray paint.
The next article describes in great detail how Cash4Gold will offer you a whopping 33% of the actual value of your gold. Unless you ask for more. Then they will offer you almost what the gold is worth.
Here’s the thing… Gold is a commodity. If they really do have their own metal refinery, and they really do melt the gold down and reuse it, then the price they pay you should be commensurate with the actual market value of gold. Maybe they would take a small percentage for their time, they could even call it a ‘processing fee’. The above articles are nice illustrations of how willing companies are to screw consumers out of what they actually deserve. But that’s not what prompted me to write this post.
Over the past week or so, Cash4Gold has been running radio ads touting their ‘Holiday Special’. The language is extremely vague, but they say, “Send your gold now, and receive an extra 20% off your gold!”. I’m not really sure what that means… 20% “off”? Does that mean you get 20% more for your gold? 20% less? What exactly is 20% “off”? Unfortunately, the offers are not on their website so I couldn’t do more research - yet another example of the shadiness of the industry.
After reading the above articles, you’ll see that Cash4Gold offers about 33% of the actual value of your gold at first. So it’s really easy for them to add another 20% “bonus” to their offer. That would bring their offer up to about 39% of the actual value of your gold. As Rob points out, Cash4Gold never offers to give you what your gold is “worth”. They merely offer to evaluate your gold and then make you an offer.
From a purely business perspective, this is a great model. You’re taking a slightly illiquid commodity, offering the public a way to turn that commodity into real, spendable dollars. But you make no promises as to the valuation process - only that the customer will receive “Cash”.
In the end, I guess this all adds up to yet one more case of Buyer Beware. Cash4Gold has found a niche market here. The average person has ZERO idea of what Gold is worth. They make the process as easy as possible to turn that boring asset into real money. Gold is shiny, but cash has more immediate value.
Have you ever tried to sell something with value like gold or jewelry? Tell your story in the comments.

