Sale after sale, FOMO and bargains to be made – November has us trapped in a shopping spree. Psychology researcher Charlotte Bäccman at Karlstad University explains why we tend to shop more in November and offers her top tips on how to shop smarter and more sustainably, benefiting both your wallet and the planet.
Singles Day, Black Week, Black Friday, Cyber Monday – November is full of sales campaigns that can give the impression of saving money, but in reality, we often end up buying things we do not really need.
"Sales like Black Friday often lead to impulsive shopping, motivated by FOMO (fear of missing out) and the satisfaction of picking up a bargain," says Charlotte Bäccman, senior lecturer in psychology and researcher at the Service Research Center (CTF), Karlstad University. "Even if we want to hold back for environmental reasons or to save money, it’s hard to resist the sales hysteria; we may need the product later or regret not buying it now. A reduced price can also make us feel like the product has a higher value than usual. The feeling of picking up a bargain should not be underestimated."
What is the appeal of feeling that you’ve made a bargain?
"It activates our reward system and offers temporary satisfaction. We feel that we’ve gotten “good value for money”, and if you have a hoarding tendency, you’re likely to buy more than you need – “to be on the safe side”. FOMO also plays in – we don’t want to miss out on a good deal. Take Postkodlotteriet as an example – if a neighbour wins, many want to join in order not to risk being left without the next time," says Charlotte Bäccman.
Shopping as comfort
For some, shopping functions as “retail therapy” – a way to reduce stress or negative feelings.
"Behaviours such as shopping or comfort eating can often be ways of rewarding ourselves. There are many types of behaviour that at some point have become “rewarding” but are actually “neutral”. We have charged a certain behaviour with feelings of happiness and satisfaction. What is worth considering is whether it’s the shopping itself that makes you happy or whether it is something else, like being out on the town with a friend. Understanding what we’re actually seeking can help us find alternative ways to reward ourselves."
How do we justify “unnecessary purchases”?
"We often justify our behaviour – such as buying something that is neither economically or environmentally sound. Cognitive dissonance is a psychological phenomenon describing the discomfort we feel when our actions don’t line up with our values. According to psychologists Leon Festinger, we tend to change our attitudes rather than our behaviour to reduce this discomfort. We make excuses for a purchase by arguing that it was a “bargain”, or using compensatory thoughts – we ride our bike to work, or that the product has already be produced and therefore it won’t affect the environment as much. By becoming aware of our thought patterns, it’s easier to resists impulsive purchases and make more careful choices."
How can you break old shopping patterns?
"Our shopping habits are often deeply rooted and created through repeated behaviours that can be difficult to change. Imagine a path in the woods, created through us repeatedly walking up and down this route and that we continue to follow out of old habit. The path might have filled a purpose before, but perhaps it’s not of use to us anymore. Many of our habits are established early and continue without us reflecting on them. To break old habits, we need to become aware of the behaviours that no longer serve us. Small changes, like planning your purchases and carefully considering the purchases you make, can make a big difference for both your wallet and the planet."
Create a sustainable shopping strategy
To avoid impulsive purchases and promote more sustainable consumption, Charlotte Bäccman suggests that you plan your shopping, in particular in connection with big sales like Black Friday.
"Make a list of things that you really need, not just things that you want to buy but don’t actually need. Focus on quality and function. Compare quality and sustainability to determine whether it would be worth investing in a more expensive product that lasts over time. Check ratings and reviews. Check the regular pricing. Consider whether it would be worth waiting until the December sales after Christmas, when prices tend to be even lower. If you are buying clothes, consider materials that last longer and how well the item fits with the rest of your wardrobe. A good rule of thumb is that you should be able to match it with at least three (preferably five) other items."
Charlotte Bäccman’s top tips for sustainable shopping
1. Make a shopping list of actual needs: Identify what you actually need, not just things that you would like to have, and stick to that list to avoid impulsive shopping.
2. Compare prices in advance: Check regular prices and reviews before the sale starts to ensure that the offer is a good deal.
3. Go for quality and function: Prioritise products of high quality, even if they are more expensive – they a more likely to last longer.
4. Plan for long-term use: Choose things that match what you already have to reduce the need for future complementary purchases. A good basic principle is that a new item of clothing should fit together with other items in your wardrobe.
A bonus tip that Charlotte Bäccman always uses when it comes to shopping is this: If the item meets an actual need, offers good value for money, holds high quality as well as fitting in well with the rest of your home or wardrobe – ask yourself this question: Do I love it?
