“50% off – today only!”
“Last chance to grab this deal!”
“Was £99, now just £29!”
We’ve all seen those kinds of sales, and maybe even felt a rush to grab the bargain. It’s a classic example of sales pressure, the urgency, the limited time, the feeling that you have to act now.
But have you ever bought something in a sale, only to realise you didn’t really need it?
Or spent more than you planned because it felt like saving?
We’ve all been there.
Why Our Brains Fall for Discounts and Sales Pressure
Shops and websites use smart tactics designed to create urgency and excitement. These tricks speak to the emotional part of your brain, the part that acts quickly, not logically.
Here’s how it happens:
1. “Limited time only”… creates panic
When you see a countdown or “only 1 left in stock,” your brain goes into scarcity mode. It thinks:
“If I don’t act now, I’ll lose out.”
“If I don’t act now, I’ll lose out.”
This fear of missing out (FOMO) pushes you to make fast choices, often without checking your budget.
2. “Was £100, now £40”… makes it look like a win
Even if you weren’t planning to buy anything, seeing the “original” price tricks your brain into thinking you’re saving money, not spending it.
It feels like a reward, even if you never wanted the item before.
3. “Spend £50 to get free delivery”… encourages extra buying
You add something to your basket just to hit the free delivery mark, even if you didn’t really want it. The offer makes you spend more to feel like you’re getting more.
4. Buy now, pay later (BNPL) – feels painless
Tools like Klarna, Clearpay or PayPal Credit let you delay payments. It feels like you’re not spending right now, but it adds up fast and can cause debt or missed payments later.
So… are sales always bad?
Not always. Sometimes you really do save on something you were going to buy anyway.
But the key is to pause and ask yourself:
- Do I need this?
- Would I still buy it if it wasn’t on sale?
-
Can I afford it comfortably, even next month?
If the answer is no, the “deal” might actually cost you more in the long run.
How to protect yourself from sales pressure
Here are some ways to stay in control, even when the shops (and social media ads!) are trying to push your buttons:
1. Make a wish list
Keep a list of things you truly need or really want. Then, if something on your list goes on sale, you can grab it guilt-free.
2. Use the “48-hour” rule
Wait two days before buying anything non-essential. Most impulse wants fade with time.
3. Delete your card details from shopping sites
This gives you space to stop and think instead of buying in one click.
4. Unsubscribe from marketing emails
They’re designed to tempt you. Less temptation = fewer spending triggers.
5. Set a spending limit for sales
Have a clear budget in mind, and stick to it. If it’s not in the budget, it’s not a bargain.
Final thought
Sales are designed to trigger emotions, not logic. They make it feel like you’re winning, even when you’re spending more than planned.
That doesn’t make you silly. It makes you human.
But next time a big red sale banner pops up, take a breath, pause… and ask yourself: Is this saving me money, or just costing me slowly?
At IE Hub, we’re here to help you stay calm, clear and confident with your money, no tricks needed.
