With the change in seasons approaching and the added stresses of the new lives we all seem to be living amidst the COVID-19 pandemic, online shopping is likely to become an outlet for many but buyers need to beware.

While there is nothing wrong with treating yourself to a few new pieces every season, the lure of new collections combined with increased discounts makes it all-too-easy to become carried away and that is where Fashion Psychology steps in.

Here are five tips to help you make the most of your money by shopping mindfully.

Tip 1: Ask yourself, ‘why am I shopping?’

Shopping can be motivated by boredom or habit, as much as necessity. Before pressing ‘purchase’ ask yourself why you’re looking for new clothes; is it to fulfill a gap in your wardrobe, or rather as a way to find contentment or purpose in your day. Although retail therapy can have some therapeutic benefits (Atalay & Meloy, 2011) a much more effective and fulfilling way to boost your mood and banish boredom is by seeking human contact or engaging in other restorative activities (Frank, 2004).

Tip 2: Think about what you are choosing

It’s tempting to opt for the most extravagant, or socially desirable option when shopping. While it’s quite natural for humans to want to strive for the best and assure social acceptance (e.g. De Wall & Bushman, 2011), it is easy to get carried away and sometimes, spend above our means. That’s why it’s important for us to not only consider why we are shopping but also what we are choosing.

There is a distinction between satisfying our needs and reaching beyond them. On occasion, if we can afford it, it is rewarding to splurge on something a little more special, but on a daily basis, it isn’t always the best option. An immediate sense of excitement will undoubtedly be apparent after making a luxury purchase, but in the long-run, these decisions have a greater propensity to lead to greater regret (Iyengar, Wells & Schwartz, 2006).

Tip 3: Give shopping your full attention

Equally, do ever find yourself making unnecessary purchases, just because they’re a bargain? I’m sure most of us can find at least one item of clothing that lies latent in the corner of our wardrobes with the tags still on.

When faced with a sale, try to ask yourself ‘would I pay full price for this item?’ and if the answer is no, then the chances are that you don’t need it. It’s also important to consider the price vs quality balance of garments. Super cheap items are unlikely to stand the test of time, so you’ll find yourself in a repetitive cycle of repurchasing. Without spending above your means, think about investing in key pieces for your wardrobe; these will last years, produce less waste and save you money in the long-term.

Tip 4: Plan your shopping

Before you embark on a shopping spree, try to assess your wardrobe and even plan some outfits with the items you own. Mix up your looks from previous years by layering different items and pairing pieces that you might not have thought to before.

When you have identified the gaps, doing something as simple as writing a list can help to prevent your shopping habits from going haywire. Having something concrete to follow will help you feel more in control, even if your emotions might suggest otherwise. However, try not to be too specific. By giving yourself an element of choice, it can help you feel good about yourself and make the shopping experience more enjoyable overall (Garg & Lerner, 2013).

Tip 5: Think about where you are shopping

Unfortunately, the fashion industry is still riddled with exploitation. Garment workers face fatal consequences to their mental and physical health as a result of the conditions they work in every day. Being mindful of who you are giving your money and service will not only encourage ethical and sustainable working conditions and practices but will also support independent businesses that are likely to be suffering as a result of the pandemic’s economic downturn.

Do you have any more tips for shopping mindfully? Let us know in the comments below.

Author

Megan is an undergraduate psychology student from Essex, and loves to combine the study of psychology with her fascination for fashion - in the hope to make a positive influence in the world and to others.

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