Sales: Between opportunity and trap

Sales still draw crowds—but with technology and shifting shopping habits, they’ve become faster, more accessible, and often just a click away. This very accessibility adds a new dimension: sales are now the perfect setting for impulsive purchases we often regret later.

The Psychology of Sales: Why Do They Tempt Us So Easily?

Psychologists note that shopping during sales is a complex behavior driven by both rational and emotional triggers:

• The Feeling of a Good Deal and Satisfaction
  Sales trigger the sense that we’ve seized a rare opportunity—even if we don’t actually need the item. This so-called perceived gainboosts the feeling of a successful purchase.
• Fear of Missing Out (FOMO)
  “Only today” discounts, countdown timers, and warnings about “almost sold out” items trigger fear that we’ll miss something. This increases the likelihood of impulsive buying.
• Social Influence
  Crowded stores, social media posts, and collective excitement create a “herd effect”—we buy because others are buying.
• Addiction to Discounts
  Constant exposure to promotions can create a behavioral pattern where “hunting for bargains” becomes almost a ritual—regardless of actual needs.
• Reduced Self-Control
  In an atmosphere of visual stimuli, loud music, strong scents, and quick decisions, our cognitive brakes loosen. We’re more likely to grab items we normally wouldn’t.

How to Avoid Shopping Traps

Regular readers know—I don’t recommend sales as a primary strategy for building a wardrobe. But if you do take part, do it consciously and with a plan.

Start where it matters most: in your own closet.
Before even thinking about buying, take two hours to stand in front of your wardrobe. Go through it in three clear steps:

• Clothes you haven’t worn in two years or more
  These pieces carry stale energy and take up space—let them go without guilt.
• Clothes you would wear, but don’t
  They may just need a tailor’s touch—a new button, zipper, or pressing.
• Clothes you wear often
  Analyze them: what’s the cut, color, fabric? This is your real style—these purchases were your successes.

Then write down:

• Which pieces do you truly need?
• What cut, style, and fabric suit you?
• What is your budget?

In a previous blog, I explained in detail my systematic approach to this—read it here.

Golden Rules for Sales

• Buy complete outfits or pieces that integrate well into your existing wardrobe.
• A women’s dress is always a safe buy—especially if it has sleeves.
• If buying a complementary piece, bring the base piece with you.
• Always check the care label.
• Leave the tag on for at least one day—give yourself time to reconsider.
• Don’t buy the wrong size with the excuse, “I’ll lose weight.”
• Quality over quantity.
• Never buy just because it’s cheap.

Three Keys to a Smart Purchase

Before heading to the checkout (or clicking “add to cart”), ask yourself:

1. Does this piece complement my wardrobe?
2. Do I feel good and confident in it?
3. Would I buy it if it weren’t on sale?

If all answers are “yes,” the purchase is probably worth it.

Trends: Technology, Fashion, and Shopping Habits

• Artificial Intelligence (AI)is increasingly transforming shopping advice and personalizing the experience. Brands like Marks & Spencer and Brunello Cucinelli are already using AI shopping assistants.
• 60% of Europeanswill be online shoppers this year, with global e-commerce growing at over 8.9% annually.
• Mobile shoppingalready accounts for 72% of all online transactions and will exceed 88% by 2027.
• TikTok and Instagramare becoming primary shopping channels, where impulsive buys—sparked by visual inspiration—drive much of sales success.

Let style, not the discount, lead you.
With thought, self-reflection, and a strong sense of personal aesthetics, sales can become an opportunity—not a trap.