We’re smack in the middle of summer time, so you know it’s that time of the year: SUMMER SALES!
I’m bombarded by e-mails from every major store and there’s 30% off here, buy 1 get 1 50% off there…it’s very tempting and things are cheaply priced!
I’ve been on a diet from shopping, and only purchasing things I plan for, or things I don’t already have that I need to carry out daily activities. Today, I was tempted to buy a skirt from Urban Outfitters (originally $78, marked down to $19.99 which would be $10 with 50% summer sale discount).
Just as I was lining up to pay for it, a voice inside me told me to get out of the line.
When you let one purchase slide, you start to let every other purchase slide. This is how people who diet (from food) always fail dieting. You eat one slice of cake after working so hard for your new body, you eat another and another and before you know it, you’ve gained back everything you worked so hard for.
It was something I didn’t need, and I was giving myself reasons to buy it… I was doing things that were all too familiar: rationalizing. I put back the skirt on the rack, and walked out defiantly. And I didn’t think twice about going back.
You might think it’s not a big deal, but so many people have this problem of buying things they don’t need…and they are not conscious of it. It’s hard to stop yourself when you’re in the moment, especially when a sales associate is following you around. I studied this in my consumer behaviour class, the concept of involvement: when a sales associate follows you around, the longer you are involved with him/her during your time in the store, you are more likely to buy something you don’t need because you don’t want to hurt the salesperson’s feelings. Sounds nuts, but it’s likely to happen if you’re a pushover.
Be aware when you’re shopping — even if you’re “just browsing”. It’s dangerous to be in a shopping mall and you’re “just browsing”.
You should only be in a shopping mall if you have a clear purpose; otherwise, get out of there ASAP.
Interesting Links
Refer to Chris’ Guide to Clothes Shopping for some excellent tips to keep you grounded 
Shoppers on a ‘Diet’ Tame the Urge to Buy
Six Items Or Less
The Great American Apparel Diet
that is so true! I always have periods when I don’t shop alot..but then when I start again I feel like I need something new all the time. I’ve been trying to get more self control – strictly window shopping for now =P
Oh, that’s so true. Especially about the salesperson and you’re at Sephora trying perfumes because you want to do a little research for your new one you wanted to buy next month.. but she is pushing and telling you some items are on sale and… well you know it.
So yeah, I’m on a strict shopping diet now too. No more new clothing until the end of august!
This is VERY true because it happens to me almost every time I go to the mall for “just browsing”. I always end up with at least 1 shopping bag, either from H&M, Forever21, or Zara! >.<