Just Because It’s on SALE Doesn’t Mean You Should Buy It!

The world is about to sprint into Black Friday, and the pressure to “act now” is loud enough to drown out common sense. I’m not judging, I found myself doing the exact same thing. My inbox looks like a digital carnival with early access codes, newsletters from homeware stores, electronics retailers, clothing chains, all promising their “biggest sale of the year.”

An early-access code hit my inbox this morning from one of my favourite activewear brands, and suddenly I was scrolling, comparing colours, and adding a few “maybe” items to my cart, even though I knew I didn’t need a new pair of leggings. But what this really means is simple: the sale didn’t tempt me because I needed anything. It tempted me because it existed.

Then I checked the so-called 50 percent off section. It was the usual trick: a couple of forgotten items nobody wants, tiny accessories, maybe last season’s leftovers. The pieces I actually liked? Full price. That’s when the wake-up call hit me again. "Just because something is on sale doesn’t mean you have to buy it."

This is the psychological game retailers play better than anyone. They dangle a bold percentage and watch us move on instinct. “Up to 50 percent off” sounds dramatic until you realize it usually applies to two or three forgotten items they’ve been trying to clear since last winter. The products eveyone wants, somehow never make the discount list. Having worked in e-commerce, I’ve seen firsthand how these promotions are strategically designed behind the scenes. Black Friday is less a consumer holiday and more a revenue marathon for developers, sales teams, and creative directors.

And the truth is, we’re easy targets. We’re living through a moment where overconsumption is the norm. Our collective impulse is to tap “add to cart” long before we ask “Do I even need this?”

I once reached for grapes at the grocery store simply because the price label was red. I assumed it was on sale and when I actually checked the price, nothing was discounted. That little red tag wasn’t a discount; it was a psychological trigger. A tactic. A trick. Just a clever signage designed to trigger the part of our brain that equates red with savings.That moment changed how I shop.

Since then, I’ve paid closer attention to what’s actually happening around us: we’re not just overspending; we’re overspending while the cost of living climbs right under our noses.

Food inflation in South Africa may have fallen to an 11-month low of 11% in June 2023, but the relief was uneven. Essentials like vegetables, fruit, sugar, sweets, and desserts jumped from 11.9% to 16.4%, the steepest rise since 2017. Then the Deloitte Food Frugality Index revealed that nearly half of South African consumers had taken on 3 or more frugal behaviors in just 2weeks to stay afloat. Out of 13 countries, South Africans were the most stretched.

FoodForward SA’s price comparison tells the same story. Bread and bakery goods climbed by 13.5% . White maize soared by 49%. Fresh fruit up by 48.4%. Oils up by more than 68%. Buying the basics has become a strategic exercise. According to the PMB Economic Justice and Dignity Group, the monthly cost of a basic food basket for a family of four is now R5,420.30 while more than 30 million South Africans live below the upper-bound poverty line of just R1,634 a month.

These numbers are real. And they make the frenzy over a discount banner feel a bit surreal. Because while our attention is being pulled toward flashy “deals,” the actual cost of survival is quietly climbing. Retailers know we’re vulnerable, tired, stretched, and eager to feel like we’re getting a break somewhere, anywhere. So they package the illusion of savings, and we reward them with impulse buys.

Say it with me: "Just because it’s on sale doesn’t mean you need to buy it."

Let’s make that a personal finance rule, not a suggestion. Not just for Black Friday, but every day in between. If you want to protect your wallet, especially in an economy pushing families to the limit, here are 10 habits that actually help and keep my spending under control:

1. Always check the real price

Don’t fall for red tags or flashy percentages. Look at the actual number. Compare it to the normal price. Decide with your brain, not the sticker.

2. If it’s 10 percent off and you don’t need it, leave it

A small discount isn’t a reason to buy. It’s bait. If you wouldn’t buy it at full price, the truth is you probably don’t need it.

3. Time your essential buys.

Most retailers mark down essentials at month-end into the first week of the month. That’s when basics like cleaning supplies, bulk foods, and household staples are on sale and worth grabbing.

4. Compare prices before you step out

Apps exist for a reason. Know what’s cheapest where. You don’t have to shop everything in one place, don’t assume convenience equals value.

5. Shop groceries once a month

It forces you to plan. If something runs out, it runs out. You restock next month. It sounds harsh, but it creates discipline and cuts impulse buying.

6. Buy in bulk

It might feel extra to buy a 5kg pack of chicken or a 24-pack of toilet paper when you live alone, but bulk stretches your budget further than any sale banner ever will. It’s one of the simplest ways to beat inflation in real time.

7. Choose fresh markets over supermarkets.

Fruit and veg markets tend to offer better prices and bigger quantities than major retailers. You get fresher produce while keeping your bill lower.

8. Buy your meat from a butchery.

You’ll often pay significantly less per kilogram, and the quality is usually better too.

9. Save on the small things too.

Carry your reusable bags. Ask for a box. That R2 or R5 carry bag charge adds up faster than you think.

10. Avoid shopping when you’re bored, stressed, hungry, or tired.

This is when marketers win and you lose. Emotional buying feels satisfying in the moment and wasteful the minute the order confirmation hits your inbox.

Black Friday will come and go, but the pressure to spend won’t. So treat tomorrow like a test. Not of willpower, but of awareness. Sales aren’t the enemy — but blind buying is. You’re not missing out when you walk away from something you don’t need. You’re building a financial life that actually works.

So on the 25 of November, when the Black Friday hype hits full volume, remind yourself: you’re not obligated to participate. You’re not missing out on anything except a purchase you didn’t need. Buy with clarity, not emotion. Your budget will breathe easier and so will you.