1. Is it the first or last day of the sales?
These are the best days to get the best bargains in the sales in stores. Day one, because the most obviously desirable pieces are still there. Day last, because the less obvious gems or the best get-rid-of-this-stuff bargains are to be had. This is really one-man’s-trash day and the reductions can be brilliant.
2. Have you made a list?
What you need, broadly? List items such as knitwear, nice underwear, trousers for work, a mid-length skirt, a coat. It’s helpful when you’re holding that extremely cool but kind of ridiculous jacket by the designer everyone’s talking about and you could be that person for a minute, that cool person who has a jacket by that designer. In case of this emergency, take a look at your list.
3. Have you done your research?
If you’re after one particular item or designer, check out different retail sites before the sales. Some multi-brand retailers offer the exact same piece at different price points to each other. And because Yoox and Farfetch are marketplaces for different retailers, sometimes there will be price differences even within the same site.
4. Are you willing to spend the most you can afford?
Think quality not quantity. Yes, you can get five pairs of cheap shoes 30% cheaper than you could four weeks ago, but why not flip your bad habits on the head and buy one more beautifully-made thing instead? That’s how the truly philosophical shopper shops. Way more satisfying. Promise.
5. Are you bookmarking?
If you’re tackling the sales online and you’ve had your eye on a specific piece for a while, bookmark the item page before sales start. Why? Because as soon as midnight hits and it’s Boxing Day, those pieces will disappear and reappear as other keen shoppers “add to basket” but don’t commit. Your wishlist piece may not appear on the main sale-page while it’s technically out of stock, but if you have a direct link, you can refresh the page now and then and get lucky.
6. Does it fit? Is it damaged?
Yes, it’s a mahoosive bargain, but the sleeves are too long and the shoulders don’t fit. IT DOESN’T FIT, OK? We don’t want to sound like your mum, but don’t buy things that don’t fit. Especially shoes! And if it’s damaged, nine out of 10 times we also recommend just saying no. Unless you are very handy with a needle or will definitely bring it to the dry cleaner and not leave it on the pile to take to the dry cleaner until you actually sheepishly take it to a textile recycling bin, put down the Marni skirt with the broken zip.
7. Is it boring?
While it is doubtless thrilling to get on the bus home with a 70% off, one-shouldered crimson velvet, be-ribboned prom dress that you’re pretty sure you once saw Alexa Chung wearing something like on Instagram, you won’t always find that dream dress. What you could find, however, are the things that might make your life easier every morning – a nude T-shirt bra in your exact size, a grey fine-knit crew neck. Boring can be helpful. Boring can be good. It is OK to be boring in the sales.
8. Would you wear it on the bus?
OK, you’ve found an emerald green silk parka with gold zips and multi-straps and it’s that really cool designer – you know, the one Rihanna wears? AND IT’S 60% OFF! But discount does not necessarily equal “bargain” and certainly doesn’t equal “cheap”. We can see you’re into it, but pause, take a breath and ask yourself this: do you know the perfect real-life, occasion you will wear this slightly ridiculous garment? Or is it dressing for a persona you only take on in your dreams? If perhaps it is the kind of garment you think you should be wearing, but will be too self-conscious to put it on beyond the bedroom, resist the discount and congratulate yourself on your grown-up restraint. BUT, if you do know the occasion you will wear it – even if it’s just one occasion, because the perfect outfit for the perfect single occasion still counts for something – then scoop it up, don’t look back and run for the tills.
