Marketers seeking to gain attention from cash-strapped consumers are moving away from offering promotional merchandise for contests toward providing money incentives, The New York Times reports.

Some brands, like Doritos and Dubai Duty Free, are hoping to gain attention by offering seven figure prizes. David Malencon, chief executive of the Ito Partnership, a brand consultancy, told the Times that when many companies are cutting their marketing budgets, such a strategy may result in “selling out your brand for a couple quarters ...