The common wisdom from consumer experts, shopping psychology specialists, and marketers is clear: when faced with a flood of offers and discounts, make purchases with your head. As marketer Martin Vivancos of EADA Business School notes, smart buying doesn’t always equate to cheap buying. Shoppers should ask how much they truly like a product, how often they will use it, and how the price aligns with their purchasing power. He also concedes that shoppers are highly susceptible to retailer messaging, especially during big sales events. So, what can buyers do to stay grounded?
In Canada and the United States, consumer protection bodies emphasize mindful shopping during peak sale periods. A public agency in Catalonia has created a practical guide focused on helping people avoid common missteps on days like Black Friday and Cyber Monday. The guiding principle is straightforward: buy with your head. The guide provides practical tools to support disciplined buying.
For those planning purchases on sale days, the message is to cultivate a critical understanding of advertising and to practice responsible, thoughtful consumption to avoid regrettable impulse buys. The approach centers on planning and deliberate decision making.
At its core, the strategy translates into structured planning. The guide offers eight actionable tips: compile a list of essential items that fits the current budget; compare prices across different retailers; beware of overly aggressive online offers; monitor spending, especially with credit cards or financed purchases; ensure products maintain the same quality and warranty when downloaded or downloaded or purchased; verify whether the original price is shown or if a discount percentage is stated; remember that advertising claims are binding and brands must honor what they advertise; and keep receipts for future guarantees or returns. These receipts serve as the key to making a successful claim if needed, according to the agency’s guidance [Citation: Catalan Consumer Agency].
Physical or virtual purchasing
The guide weighs the pros and cons of shopping in store versus online, offering clear advice tailored to the buyer’s preference. When choosing in-store purchases, the central concern is understanding return and exchange policies and whether the seller can accommodate changes. If an item is faulty, the policy for refunds or replacements should be transparent, and discounted goods in a store must be clearly labeled as discounted.
Online shopping comes with its own set of checks. Beyond verifying that a retailer is legitimate, the guide highlights five practical steps: read other customers’ feedback; assess the website for professional presentation and accurate translations; locate complete contact information; confirm detailed product specifications and transparent pricing; review the terms of sale and purchase disclosures; and ensure the web address starts with https as a basic safety sign. These steps help shoppers avoid scams and ensure a smooth buying experience, especially for international shoppers in North America who may be navigating cross-border purchases [Citation: Catalan Consumer Agency].