Whether you find yourself craving some time away from your family or friends, or you have a Christmas windfall burning a hole in your pocket, you may well find yourself at the January sales. But if you don’t want to find yourself coming back from the sales with something you don’t like and that you wouldn’t have normally bought, read the following quick tips.
Be aware that your mind will have the same ideas about price as other peoples, and that the shops are relying on this. When they reduce a coat from £350 to £90 you subconsciously get caught up in two ideas – that the coat is worth £350, and that the saving is a real object that has a value of £260. In comparison the £90 for the coat seems not much at all.
Sales are also very pressured and competitive environments. Our roots as hunter gatherers leave us unsatisfied if we return empty handed from a speculative hunt in the sales. This is why people find themselves buying things they don’t really like or need, because the purchase is about having something to show for the trip, rather than about the item itself.
Boring though it might seem try to have a list of items in mind when you go to the sales and stick to it. Secondly when looking at items forget the original price and concentrate on the asking price now – and then pay with cash, rather than a card. This will help you to stop treating the amount you have “saved” as if it is equally real as the money you are paying out, and to focus your mind on the real cost.