This is what the sale does to our brain

Hands up if you've ever shopped during a sale and later regretted it. Earlier, I wrote about impulse buys that cost us a messy thousands of euros and guess what? The biggest culprit is, yes, the sale. And if that's the case for you too, research has shown that it's not your fault at all.

How this works has everything to do with the hunt for bargains. Shopping during a sale is actually comparable to hunting, and hunting is in our nature, says American scientist Claudia Aguirre. Additionally, when we see the word ‘sale’ on an online banner, shop window, or price tag, we become curious and it evokes memories. You know, that one time we bought four Balenciagas in one minute and they still drag the editorial team down every day, remember? We want to relive that thrill all over again. Claudia: ‘When we see ’sale’ somewhere, our amygdala gets activated, the part of our brain responsible for reviving emotions. That leads to nice flashbacks of previous purchases. But before we can think clearly and decide whether we even need those new boots or if we can afford them, our limbic system takes over. That part of our brain is not only about emotions and memories but also about our behavior. Before you know it, you're outside and you've just bought that amazing ‘bargain’ again.’ Well, do I really need to say more, guys? The sale just happens to us. We are the victims of an afternoon of shopping, so blame it on the amygdala, mu-ha.