It is important to keep in mind that the psychology behind sales are meant to entice a consumer into feeling like they will miss out if they don’t take advantage of the sale (impulse shopping). Impulse shopping almost always leads to waste, both of money and objects. The main takeaway when it comes to shopping sales sustainably is that the entire process has to come from a place of intention.
Some tips for shopping consciously during sales:
- Keep a running list of what you really need, only buy what’s on your list.
- Consider the different ways you can style and wear the pieces you’re browsing. On which occasions would you wear it? Is it versatile? Can you dress it up and down? Can you wear it through different seasons? Will you wear it more than 30 times?
- Quality over quantity: even if it means spending a little more, buying quality over quantity is always worth it. Better quality clothing is better made and more durable, meaning it’ll last longer. It’s likely that it will fit better too. Plus, buying quality over quantity means that you will actually save money in the long run.
Some things to keep in mind when shopping sales:
- Think beyond the amount of the discount. Do you have doubts about a piece because you regret that there is little discount on it? If it's a perfect match, just buy it. This will help the local trader enormously. If you think that the sales margins are too high and you should therefore get at least a 50% discount on an item of clothing, remember that with that margin they also have to pay 21% VAT, the cash register systems or web shopping program, accounting, marketing, rent of a property, and so on.
- Think about your mindset. Try to adjust your mindset about sales. Instead of being proud of how much discount you received, show off your pieces that you bought at full price, but will really have for a long time. Pieces that you will love for years, that you will cherish longer and for which you paid the fair price. The fair price paid by a small, local and sustainable trader guarantees that the textile workers, the stitchers, the designers, the models,… all received a fair price for their work. A system that ultimately benefits everyone