Black Friday: how to shop wisely

On your marks, get set, go! 24 November marks the start of Black Friday 2023, a tempting opportunity to take home bargains and products at reduced prices. Not only does this offer those on a tight budget the chance to take home the things they wanted or needed but couldn't afford at full price, but it also encourages the development of a consumer economy where the thrill of hoarding cheap goods drives us. In recent years, aided by a heightened awareness of the environmental impact that this cascade of discounts causes in terms of waste and pollution, these seven days (but often many more) are increasingly the result of a responsible wish list. In any case, it never hurts to remember a few tricks to manage the potential risk of compulsive shopping and a pile of clothes and accessories gathering dust in our wardrobes.

Here's a quick guide on how to manage Black Friday without stress, but in a sensible and sustainable way.

Buy what you really need

It may sound trite, but we can't repeat it often enough: The secret to a conscious approach to Black Friday is to only buy what we really need. Is the hairdryer broken and we need to replace it? Have we lost weight or put on a few pounds and our favourite jeans no longer fit? Have we run out of shimmering lipstick? Do we need a face cream for winter? Okay, then let's buy that one thing by taking advantage of the discounts.

Check the wardrobe

Before we walk past the checkout with a pile of reindeer jumpers or click "pay" online, let's take a good look in our wardrobes. A bit of healthy decluttering not only ensures that the hangers and drawers are neatly organised, but also makes it clear what we already have available, what needs to be replaced and which items of clothing or accessories we still have room for. It only takes one look to work out whether it's better to avoid buying another pair of clogs that we'll never wear, or whether adding a nice pair of tights is enough to freshen up our outfits.

Stay focussed on your goal

This also applies to avoiding stress during the gift rush: stick to a plan, and a list. Take a few minutes and write down what you want to buy for yourself or others. Look for the shop with the best price and don't make the mistake of glancing at the other offers that lure you like tempting sirens to open your wallet. If your list says to get your aunt a vegetable centrifuge, don't click "buy" to buy yourself a pair of opera gloves. The environment and your bank account will thank you.

Read the labels carefully

You know what you want. That's good. But is it really worth buying? Before you regret it and realise you've made the bargain of the century, you should read the labels and product descriptions carefully and check the composition and origin of the clothing. If you can, always favour wool, cotton and other high-quality materials that will last, as well as garments and items that have been ethically and sustainably produced. Vintage or second hand is always a good idea too.

Being informed is the key to not regretting anything

If you've had the opportunity to try the garment when it was on sale at full price and you're convinced that it has the right features for you, and you find that it's identical on offer, then add it to your basket. But only do this after you've gone from chain to chain, shop to shop and shop to shop. And if you feel the overwhelming urge to put something in your basket that seems like a super bargain but wasn't planned at all, resist and repeat like a mantra: "Buy less, but buy better."

Favour resale platforms, vintage and up-and-coming brands

Balck Friday sales are no longer just about budget chains or popular brands, so why not focus on up-and-coming brands and designers? Not only can you get your hands on special and unique items, but you can also support their talents that are sure to make you feel good. Start your shopping journey here and continue it on more sustainable second-hand platforms like eBay, Depop and Vestiaire Collective.

Don't give in to the hype

Your emails have probably been filled with announcements of discounts and price reductions for many days now, piquing the curiosity to click on the links and take a look at the many products on offer and thus satisfy the hunger, the desire to hold them in your hands and say: "I've got the deal of the century." But no one is forcing you to do that. It's true that our wallets are getting emptier and prices in general are getting higher, as is the constant urge to consume and chase the latest trend. Black Friday can be a way to save money and maybe get all those Christmas presents you wouldn't otherwise buy at full price. But if you put a patchwork musk coat in your shopping trolley just because Rihanna has it too (and you only wear blue jumpers and classic cut trousers), then it's safe to say you won't be picking up any bargains.