How Not to Go Broke on Sales – Advice from a Psychologist

We all understand that discounts and sales are marketing tactics designed to make us buy more. Often, these are dishonest tricks promising illusory discounts and benefits where none exist. But sometimes the terms of marketing promotions can be fair and advantageous, allowing us to buy needed items cheaper, refresh our wardrobe, or stock up on gifts. Even then, approaching purchases irresponsibly risks overspending the budget, buying things we'll never use, or wasting money on stale goods that aren't even worth their "attractive" price.

So why do promises of promotions, discounts, and sales hold such power over us?

• We're wired to save resources, and we're thrilled to stock up on anything "at a super price" to pat ourselves on the back for our foresight and rationality.
• We crave vivid experiences and positive emotions, and during sales periods, we head to stores or marketplaces like a playground – to unwind, reward ourselves, and compensate for a lack of love and joy in life.
• We want to feel like lucky winners, so we eagerly grab unnecessary "last item from a limited series" before someone else beats us to it.

How do you know if you're regularly falling victim to sales and advertising promotions?

• Purchases often bring momentary joy, but later disappoint – turning out low-quality, unused, or even unopened.
• Sales regularly force you to spend extra money, drain credit cards, or go into debt.
• Purchases leave you not satisfied, but guilty.

To stop making emotional, impulsive buys during sales, heed expert advice:

• Understand the emotions behind your purchases. What mood are you in most often when buying, and why do you want something? Be honest, for example: "After a tough day at work, I wanted to lift my spirits with a new item." If you're shopping not for practical reasons but to escape stress, loneliness, or boredom, try other ways to distract and recharge. Walk with a friend, go swimming, or pick up a new hobby.
• Identify your real needs and plan your budget. You've likely heard of mindful consumption, which means using resources wisely – both natural/social ones and your personal ones. Set priorities, list essential monthly expenses, and plan spending for long-term goals like a vacation or move. Remembering big important purchases can help you resist spontaneous sales spending. When you get "extra" money like a bonus or gift, don't rush to spend it – put it in a savings account for that big buy instead.
• Learn to distinguish "I need" from "I want." For instance, "I need new boots" versus "I want to show off new boots." Of course, we have every right to spend our earnings not just on necessities but on hobbies, joyful experiences, and gifts. The key is that these spends are planned, reasonable, and within your budget.
• Track and compare prices, check expiration dates. Even during sales, compare prices on desired items across stores and competing platforms – plenty of apps make this easy today. Many even show price history, helping you spot real discounts versus marketing tricks.
• Make shopping lists and store routes. Before sales start or heading to the store, list must-haves and nice-to-haves, and stick to them strictly. Or at least set exact amounts for needs, wants, and a strict limit for surprises. Also, don't shop hungry, tired, or under serious stress.
• Take breaks – delay and evaluate purchases. With slogans like "today only!" and "hurry!", sales push immediate buys. But usually, there's no rush. After picking an item, ask: How exactly do I need it, and how much? What if I skip it? Or just add it to your online cart and leave it. In a day, it may seem far less urgent or appealing.

Take breaks if you've been at a sale too long – such information overload can cloud your judgment. Give yourself time to think if you really need everything you've enthusiastically added to your cart. In a supermarket, opt for self-checkout to monitor costs in real time and decide calmly if you truly want the items.

If the item is a gift, consider: Does the person need it? Will it truly delight them? Or are you just checking the "gift obligation" box by grabbing something "bargain" without thinking about their tastes and needs?

• Avoid triggers. If you know you're susceptible to discounts but can't afford to spend, steer clear of malls and marketplaces during sales, and dodge intrusive ads.
• Analyze purchases after your sales "outing." Figure out which items were useful and which didn't fit your life. Check if they were truly a good deal by seller terms and price. This lets you return unwanted impulse buys and adjust future shopping lists.
• Get rid of guilt. If a purchase was unplanned and now guilt keeps you from even looking at it, give it to someone who needs it – gift to a friend or donate to charity. This eases guilt, adds positive vibes, and ensures your money isn't wasted.
• Get support. Take a sensible, restrained friend shopping with you. If you can't curb unnecessary spending alone, see a psychologist to analyze your shopping habits, tackle inner issues constructively, and control impulses.

Remember, stores and marketplaces aim to make you buy; your goal is to approach desires and spending mindfully. A responsible shopping mindset is key to your financial and emotional well-being.