With Christmas and New Year festivities well and truly over many women will be drowning their post-Christmas blues with a dose of retail therapy. Sale shopping to be exact!
From fashion to furniture women who love to shop are in retail heaven. It is estimated that nearly 26 million Brits (over half the UK population) will be fighting their way through the winter sales, according to a recent poll carried out by Sheila’s Wheels home insurance.
This recent survey of 1,000 adults, reported by the Daily Mail, 28 December 2009, shows that women will spend more than £1billion on sale clothing they will never wear. In total, the survey reveals that British people spend over £4 billion on sale goods that are never used, with women being the worst culprits.
More than 50% of the women polled said that they felt guilty about making a spontaneous purchase. Some temporarily lose their senses with the lure of a too-good-to-be-true bargain causing them to purchase an item which they wouldn’t normally give the time of day to, if it were full price.
In this time of economic doom and gloom, however attractive the bargains, if it is important to keep a tight rein on the purse strings, then it pays not to get too carried away. Consider a few sale shopping tips:
Shop Smart
Impulse buys are the worst offenders when it comes to feeling shoppers’ remorse. Just because an item has been heavily reduced doesn’t mean it’s a bargain – if it will never be used! In order to avoid a post-sale guilt, define your budget beforehand. Make a shopping list and try to stick to it! This includes thinking ahead to take into account any purchases that could serve as forthcoming birthday or Christmas gifts. It may even pay to buy next year’s winter coat.
When it comes to shopping smarter for fashion try not to get swayed by unecessary bargains. Think practically. Will the sale item co-ordinate with other pieces in the closet? However, now is the time to buy wardrobe staples, especially basics like T-shirts, cashmere sweaters, undewear and jeans. It may also provide an opportunity to purchase these in some better quality (discounted) designer labels.
Dress Smart
Battling with frenzied shoppers in the queue for fitting rooms and then having to remove layers of heavy clothing in order to try on garments all adds to the stress of the sales.
Aside from a winter coat which can be removed easily, minimize discomfort by wearing a thin outfit which is hassle-free in the changing room; select clothing which can be easily put on and taken off. Tight fitting winter boots may prove too challenging, choose footwear which can be slipped on and off with minimum effort. Also, wear a well fitting bra, one which will give good shape under garments to be tried on, this can make all the difference.
Smart Shopping Companions
For those who dislike clothes shopping on their own, then take a friend (an honest one). As Amanda Bernstein quips in her article “How to Shop the Sales,” (Daily Mail 30th December 2009), your partner is likely to be more interested in making a quick exit than finding you that perfect outfit, and your mother will think you look nice in everything!
Smart Investments — Cost Per Wear
If a sale item is appealing but the price seems a little high, think cost per wear (CPW). Spending more money on an investment piece may turn out to be more sensible in the long run.
A classic camel coat priced at £200 can sound expensive until you take into account how much wear it will actually give. An item like this will transcend seasons and is likely to last at least 5 years. The CPW is calculated by the overall cost (of the coat) divided by the estimated number of times actually worn (e.g. over 5 years). This garment can work out more of a bargain than a cheaper high fashionable coat costing £50 that will only last a season.
With a little common sense and willpower women can use the winter sales to pick up some bargains that they are genuinely happy with. The key is to avoid becoming one of the 50% which suffers from sale shoppers' remorse!
Gill Hart - Gill Hart is a fashion and image professional who specializes in women's fashion over 50.
