How to navigate the sale season like a pro

Published on 25th June, 2024 at 10:36 am

When it comes to mid-year sales, marketers will try every trick in the book to get you to buy, buy, buy. So how do you go about navigating these deals without busting your budget?

Reading time: 4 minutes

In this article you’ll learn:

• Why mid-year sales pop up
• How to navigate bargains and discounts
• Tips from a trusted expert

According to data analysis conducted by the Bureau of Market Research, South African retailers see a rise in winter sales compared to earlier parts of the year, as consumers begin to purchase cold-weather items such as hot beverages, ingredients for hearty meals, winter clothing and blankets, as well as cold and flu medicines and supplements. As such, they aim to capitalise on this increase in sales to meet their targets. By positioning good deals and sales on items that are likely to be in higher demand over winter, these retailers are generally able to see profits.

While sales are naturally alluring, Farzana Botha, Senior Communications Manager, suggests a few important questions to answer to avoid impulsive spending.

Why do you need it now?

While it’s an undeniably good feeling to get something you’ve wanted for a while when it’s finally on sale, Botha suggests establishing whether it’s something that you truly need, something you want and have budgeted for, or just something you want because it’s in front of you. If it’s a ‘want’, give yourself a few days before you make the purchase to see if it’s still desirable. That way, you won’t get caught up in the moment and purchase something you might not even end up using. This can guide your decision-making, prioritise your short-term budget and help you stick to your financial goals during sale season.

Is it really a bargain?

Do research on whether an item is really discounted or if the base price was inflated before the discount was applied. “If you’re keen to buy a new TV, for instance, monitor the average price of that item and look around online and in-store to compare prices at various retailers,” says Botha. “You will then have a benchmark price for the item so that you can budget for it. You will know just how much you are saving – if anything. You need to plan and budget for these sale items to avoid overspending and avoid being tricked into a ‘false sale’ resulting in purchases you didn’t need or have the budget for.”

Have you done your homework?

Don’t be duped during sale season! Many retailers may try to get rid of unwanted stock while pushing brands that have not performed well. Similarly, when it comes to tech, crazy deals might be an indication that newer models are about to be released. The best bet is to do thorough research on everything you plan on buying to ensure that you’re investing in high-quality items that will last you for more than one season.

Does it seem too good to be true?

Often termed the ‘halo effect’, some retailers offer one or two truly exceptional deals to create the impression that all other deals on offer are equally good, coaxing customers to shop for more items. Don’t be fooled though; some deals aren’t necessarily worth it. Additionally, many of these so-called ‘limited’ deals are often also available during other sales throughout the year, and the idea of scarcity is planted to instil a fear of missing out. “Seasonal sales offer some good deals,” explains Botha, “but a lot of the deals that are presented to us could be found elsewhere during other periods of the year if you search and compare prices. Do your homework so you don’t fall prey to the marketing around sale periods.”