There’s nothing quite like spotting a SALE sign. Your heart beats a little faster, your brain whispers, “You’d be saving money,” and before you know it—you’ve added five items to your cart you didn’t even know you needed.
But here’s the twist: sales don’t always save us money. In fact, they often make us spend more. Why does this happen, and how can you avoid it?
The Psychology Behind a “Good Deal”
Sales tap into something deep in our brains. Behavioral economists call it the “fear of missing out”—not on a product, but on the deal itself. We’re hardwired to avoid loss, and when we think we’re passing up savings, it feels like we’re losing something valuable.
Then there’s urgency marketing. Phrases like “limited time only” or “while supplies last” create pressure to act fast, even if we wouldn’t have bought the item otherwise.
The Numbers Don’t Lie
Let’s break it down:
- That $70 jacket marked down to $40?
- You just spent $40 you wouldn’t have otherwise.
- “Buy one, get one 50% off?”
- Now you’re buying two things instead of one.
In other words, we justify extra spending by focusing on the discount, not the total.
When a Sale Does Make Sense
To be clear, sales can be a smart move—if you approach them with a plan.
Here’s how:
- Buy what you already planned to purchase. If that winter coat you budgeted for is now 25% off? Great.
- Avoid impulse buys. Make a list. Stick to it.
- Watch out for inflated “original” prices. Some items are marked up just to be marked down.
- Set a spending limit. The best way to stay in control is to decide what you can spend before you even start browsing.
Spending Less Starts with Awareness
It’s easy to fall for the idea that a sale equals savings. But the truth is, a good deal isn’t always good for your wallet. Sales are designed to get you to spend—so the real win is knowing when to walk away.
Because the smartest kind of shopping? Is the kind that keeps your goals—and your budget—right where they belong: front and center.