Smart shoppers think long term (and eat before they hit town)
Published 26/12/2015 | 02:30
The astute shopper won't be running into the sales today like mindless chickens. They will have a plan - and they won't shop on an empty stomach either because that can lead to silly, expensive mistakes and lost retail opportunities. Research carried out by the University of Minnesota found that hungry shoppers spent more.
Shrewd fashionistas will be thinking long-term, beyond the New Year's Eve party dress and into next year, keeping an eye out for the incoming SS16 trends.
In an ideal world, they will come across hot trends at discounted prices, things such as pleated skirts, slip dresses, bold stripes, sequins, ruffles, bomber jackets, chunky heels, flatform sandals and colourful sneakers for the big athletic-leisure trend.
Other clever shoppers will be watching out on the bargain rails and shelves for items in the two hues chosen by the colour intelligence company Pantone. For AW15 it was all about Marsala, with its earthy, wine tones; for 2016 Pantone has earmarked Rose Quartz, a warm, pinky hue described as "a persuasive yet gentle tone that conveys compassion and a sense of composure". They also tipped Serenity, with its blue-sky thinking, "bringing feelings of respite and relaxation even in turbulent times".
Don't be swayed by big mark-downs and buy on a whim. Ask yourself: would you have wanted this at full price? If not, why would you want it at 50pc off?
Don't be thrown off course by the sight of other bargain-hunters swarming around a 70pc-off bin. Stay focused - and don't bring home 90pc-off bikinis when you went in to buy ski gear.
Go into the shops armed with a list after doing an edit on your closet/lifestyle the night before. Take a few minutes away from the telly to assess what 'bolt-ons' will make life better for you in 2016 and reinvigorate your favourite looks.
And finally, don't buy for the body you hope to have. Be realistic and do the maths. Extensive alterations cost money - and then where's the saving going to be?