Sales shopping guide: How to navigate the sales like a fashion editor

There’s something about a discount sticker that makes us act in unhinged ways.

The sight of a ‘50% off’ sign makes something we never wanted before suddenly become desperately necessary. The caution we usually apply before reaching for our debit cards is abandoned as we justify a purchase by the fact it’s ‘such a bargain’. Clever marketeers play on the scarcity model, making us feel that if we don’t buy right now we’ll miss out. Our brains are manipulated to prioritise short-term pleasure over considered thinking. Retailers want you to lose your mind because when you’re feeling overwhelmed and panicked we tend to shop less carefully. All of this, of course, contributes to fashion’s fast rising landfill problem. So much of what we buy ends up on a rubbish heap; just eight per cent of old clothes are reused and only 10 per cent are recycled across the globe. None of us, regardless of wealth, can afford to be flippant about shopping – and the frenzied sales only compound the issue.

Look, sometimes it pays to shop in the sales – if you don’t lose yourself to the madness, then you can end up with a wardrobe hero for a slither of the price. The trick is not getting swept up in the mania of it all. Every brand, every shop, wants you to buy something, but do you really want it? It’s a minefield out there, so these are the tips and tricks I’ve learnt over the years to ensure you don’t end up buying something you regret.

1. Write a wish list

Before you start shopping, compile a list of items you really want. It might be a general style of something, or it could be more specific piece, but knowing what you have in mind or are missing in your wardrobe will make you less likely to buy something that won’t ever be worn. Going into the sale knowing what you really want to buy will stand you in good stead.

2. Think of three different ways you’d wear it

Can you think of three different existing outfits that you could wear this style with? It’s not a bargain if it would involve buying new items to make it work. I find this point also helps me work out if it’s something that will actually suit me, or if I’ve just gotten carried away.

H&M

3. Don’t bother buying anything that requires alterations

The chances are you won’t end up taking it to the tailor and you probably won’t end up dying it a different colour like you said you would. Also, having something altered requires more money which is worth considering when you’re buying sale items. Finally, never invest in anything with the view you’ll lose weight to wear it. Life’s too short and pasta tastes too good.

4. Think about longevity

Avoid clothes that are buzzy now because they’ll date quickly and you’re more likely to stop wearing it. Stick to pieces you really love that you can imagine wheeling out for years ahead.

5. Ask why you’re buying it

All of us have at some point felt the instant gratification of buying something new, and sometimes that feeling is supported by the long-standing enjoyment of an investment piece. Often though we are compelled to buy an item because we’re not feeling great and want a pick-me-up. The product is rarely what we actually need; perhaps we feel low and need to chat to a friend, or feel bored in which case it’s probably better to find something else to do rather than spend money on something we don’t really want.

6. Sign up to emails from your favourite brands

This way you’ll find out about sales of the labels you love and are more likely to buy something you like. Often retailers send early offers and previews to subscribers , so you’ll see the best on offer before anyone else.