Article How to win at shopping (and avoid buyer's remorse)

Whenever it’s sales season, the buzz is real. The thrill of a bargain, the rush of a countdown timer, the dopamine hit when you click ‘buy now’. It can feel addictive. But here’s the truth: that high doesn’t always last long after the sales have ended.

According to our research, nearly three in 10 shoppers regretted at least one Black Friday purchase in 2024 – and over half admitted they’d spent more than they planned.¹

So, how do you shop smarter and avoid the guilt trip in the future?

Why smart shopping matters more than ever

Whether it’s Black Friday, Cyber Monday, or the Boxing Day sales, shopping isn’t just about filling our carts. It’s about how those purchases make us feel long after the excitement ends. And, sometimes, the thrill of a bargain can turn into buyer’s remorse.

Our new Money:Mindshift research by Opinium discovered that more than half (58%) of 2024’s Black Friday shoppers would spend their money differently if given the chance. Many said they’d rather have put their cash into savings, spent it on a holiday or experience, bought everyday essentials, or paid down debts instead of making impulse purchases.¹

But, why does that matter? Every purchase is a choice – it’s not just about how much money we’ll spend, but about how it fits into our time, values, and our happiness. It’s about how that purchase fits into our life, and overall purpose.

Here’s our top 5 tips for how to win at shopping

1. Pause before you purchase

Impulse buys are tempting, especially when deals are everywhere. But before you click ‘add to cart’, pause and ask yourself: ‘Do I really need this? Will I use it next month, or is it a thrill of the moment buy?’

A simple pause can help you distinguish between a want and a need, saving you money and regret.

2. Make a list (and stick to it!)

A list doesn’t have to just be for food shopping. Before a big sale or shopping spree, jot down what you actually need. Do you need a smart black top for work, more than another bag or pair of trainers, for example?

This can help you stay focused and purposeful, helping you avoid being swayed by flashy discounts on items you didn’t plan for.

3. Set a budget (and track it!)

It’s easy (and very human!) to get swept up in the excitement of a sale, but your wallet will thank you afterwards for setting clear, actionable limits. Decide how much you’re willing to spend before you start shopping, and try you best to keep track as you go along.

You could consider using a separate account, or making banking apps let you set spending alerts or track categories, making it easier for you to stay on target.

4. Learn from past purchases

We’ve all bought things we didn’t need. Instead of beating yourself up, use those experiences to guide future decisions.

What made you regret a purchase? Was it rushed, influenced by others, or just not useful? Was it too good to be true? Don’t punish yourself for them or be swamped by regret, reflect on these moments instead to help you shop smarter next time.

5. Shop with intention - not emotion

Retail therapy is real, but emotional shopping can lead to regret. If you’re feeling stressed, bored, or down, try a walk, call a friend, or another pick-me-up before you browse online.

Shopping should be fun, not a way to fill an emotional gap. And when we shop with intention, we’re more likely to feel satisfied with what we buy.

Dr. Tom’s Tips: smart shopping strategies for after the sales

It’s important not to beat yourself up if you’ve already made a purchase you regret, though – we all do it.

Our research found that the top motivators for making these are the satisfaction of saving money, the thrill of getting a great deal, and the feeling of deserving a treat.¹ And that’s OK – they’re very human emotions.

Dr. Tom Mathar, host of the Money:Mindshift podcast, said: ‘Regret is a useful emotion. Treat it as a teacher. Ask yourself: Why did I buy this? (Was it impulse? Stress? Social pressure?). What need was I trying to meet? What would I do differently next time?

‘And then, use the insight to create a simple rule for future purchases. For example: “I’ll wait 24 hours before buying non-essential items.” Or: “I’ll check if it aligns with my budget and values.”

‘When shopping or in general: you should spend your money in a way that allows you to live the life you want to live. By being an intentional shopper, pausing before you buy, making lists, and setting budgets you can enjoy the thrill of a good deal – and hopefully without the regret.’

Shopping should be enjoyable, not stressful. By pausing before you buy, making lists, setting budgets, and shopping with intention, you can enjoy the thrill of a good deal – and hopefully without the regret.

Remember, the best purchases are the ones that add value to your life, not just your shopping cart.