Sale Shopping: The Do’s and The Don’ts

Sale Shopping Guide

Sale Shopping Guide


Sale Shopping Guide by I on Image

Don’t you just love a good sale shopping spree? The town is full of bargains at the moment but those bargains can be deceitful. Sometimes there is a reason why an item ended up in sale but very often you will find the item of your dreams with a slashed price tag  if you just have a little insight to the tricks of the trade -and above all, have a little patience.

To help you navigate through the racks full of heavily discounted items, some of which hardly looked good on the model, I have compiled a list of the DO’s and the DON’Ts of sale shopping. Learn insider tricks from a professional personal shopper and learn how to navigate the discounted racks by following this sale shopping guide.

Disclaimer: All these rules in this sale shopping guide apply regardless if you are shopping in stores or online.


sale shopping DO’s by i on image

1. Plan ahead

Go through your wardrobe item by item and see what you really need. Sales are great for filling in the gaps in your style narrative and replacing your trusted basics when the old ones have worn out. I like to keep a wish list of items that I love but often I’ll buy them only when they go on sale. This is because I don’t impulse-shop but also because I am too busy shopping with my clients and end up forgetting myself in the process!

Look through your calendar for any upcoming events that might require a new outfit. I like to buy a dress when I see a gorgeous one and wait for the occasion to wear it, instead of running around town last minute only to find out that you hate everything including yourself for leaving it to the last minute.

It’s very important to set yourself a budget before you hit the shops. No bargain is worth going into debt or being unable to do things that you had originally planned. Clever marketers have worked relentlessly to make you forget about your realistic budget and you need to be one step ahead.


2. Buy basics

These pieces are the foundation of your wardrobe and need to be replaced quite often regardless of their price. There is no point paying a full price when you can get a full update for a reduced price.

Remember that more expensive doesn’t always equal better quality. Fine fabrics just don’t last as long as solid materials so think about the purpose of the item before buying. I rarely get basic tops from expensive brands as they tend to age very fast simply because they get washed and worn all the time. Same goes for anything white and all black cotton, unless you love the faded black grunge-look that looks amazing in denim but quite unkept in shirts and tops.

I recently replaced a bunch of T-shirts, tops, tights and socks. It sounds boring, I know, but I do need them every single day. Repeating: every single day. And so do you. These great basics will help me to navigate my everyday style but also to tone down outfits that would otherwise be too much for a normal day. Read more style tips on how to dress down your dressy items in here.


3. Buy classics

These pieces will give you joy for years to come and these evergreen pieces will be the corner stones of your signature style. There are so many lists out there for The Ultimate Wardrobe Classics everyone needs to own but remember that you are free to define and choose your own classics. To some a trench coat is a true classic when for someone else a biker jacket is the foundation of their wardrobe.

It’s all about knowing what suits your body, colours and your lifestyle. True style has never been tied to trends, no matter what every other fashion magazine or personal stylist on this planet might be telling you. Here at I on Image you and your style intention are always the priority. Only then you can achieve a long-lasting style that is free from fads.


4. Buy items with WOW-factor

These are the items that take your wardrobe to the next level. It’s the advanced stage when building a wardrobe after you have mapped your perfect basics & classics (see points above). With something truly amazing you can always elevate your style from basic to fabulous. I have made a strong case for dressing up, just because you can!

These eye-cathers tend to be pricey and are often made in a limited edition. If you manage to snatch one on sale then you can congratulate yourself for a job well done. Wear them with denim, flats or a plain T-shirt if they feel too much for normal day time use, see point below. See more stylish ideas on dressing up your trusted basics in here.


5. Consider price per wear

This is one way to look at the price of an item. The most expensive piece becomes a bargain if you wear it a lot throughout the years. Hello trusted black wool pencil skirt that cost an arm and a leg but has been worn over and over again. On the other hand the cheapest item becomes expensive if you wear it only once, or gasp, not even once.

Think also ecologically and buy only items that you will really wear. Nothing is worse to our planet than excess purchases. Impulse-buying and running after trends is a fast-track towards a polluted environment.

Again here knowing and owning your own style is the key. Buying an expensive item will just remain an expensive item when you notice that you haven’t really worn it and most likely never will because it has dated fast. Also be aware that expensive doesn’t necessarily mean better quality. See point 2.


6. Read the small print

Check the store’s exchange and return policy in advance or at least before paying. Different rules may apply during sales and the shops have the right to refuse to refund or exchange a sale item. They can also decide whether they will refund you in cash or in store credit/gift vouchers. Online stores will have to offer a refund but during sale period it might take longer for you to get your money back.

I try to work only with stores that have a fair sale policy but rules can change so better check it out every time to avoid remorse and disappointment.



Shop the sales with a personal shopper

sale shopping DON’Ts by i on Image


1. Live in a dream

You are not Carrie Bradshaw: You cycle in the rain, you have children, you don’t have time for ironing or dry cleaning as it is. And most likely, ou don’t have a fancy event every week -or if you do can we please hang out?

I would like to encourage you to be realistic about your purchases. As I stated earlier clever marketers have done long days to make your experience a pleasant one. However they will not know your reality or your values, such as your storage capacity or thinking about the environment. They just want to sell, and it’s all right, but you don’t have to play the same game.

Few are the people who really need new entire outfits weekly or even monthly. Majority of my clients enjoy more having confidence in their style choices and having a clear style intention, rather than actually getting something new.

New items may look amazing, but they will not change you as a person or your reality. If you have a habit of reward-purchasing after a tough day, it’s better to learn new reward-habits. Maybe a relaxing massage or a chic-flick will improve your mood more than a new outfit.


2. Buy trends

The sad and unfortunate truth is that the trend is usually over by the time the item reaches the sales rack. In that light it makes  more sense to buy an IT-item only if the trend has your name on it. A good example of this is to stock up when your favorite colour or style of clothing is back in fashion.

For me it means broderie anglaise in the summer, sequins in the winter and Chanel-inspired jackets and flowy skirts throughout the year. I wear these trends  that keep on coming and going regardless of the trends.

The good news is that when you know your style, you will save a lot of money during periods when your own style is not available (hello 2014-2016). And when it finally is back in your can stock up, even in sales, knowing that you will have a lot of pleasure of the items for a long time.


3. Go for second best

If the fit or the feel is not right or the colour doesn’t flatter your features simply move on to the next item. A bargain should never make you feel mediocre or in other words, like a bargain. Look for sheer excitement and settle for nothing less. You deserve to look your best self every single day of the year!


4. Give up easily

The best sale finds are definitely worth the browse. If your size or colour is sold out it’s worth checking if it’s available online elsewhere or in another store. Take a photo of the product details to ensure  that you are hunting for the right one. Use the brands own code as your search criteria. Consider if another colour would look better.

It’s also worth knowing that items with faulty sizing usually end up in sale so the item doesn’t fit then perhaps it’s an idea to try one size down or up. Once I tried two size Ms and the other one was too small and the other one was a perfect fit. When comparing the items the other M had a 3cm wider waistband. The high street has a lot of room for improvement on their sizing charts.


5. Buy it just because it’s on sale

The piece should still fit, feel good, flatter your features and fit your lifestyle. I admit being guilty of buying something just because it was cheap but if I look back I can tell that I have rarely been happy with those purchases. Too often they stay in the closet unused and unloved. There are only so many frilly floral maxi dresses and ill-fitting shoes that one wardrobe can handle!

Avoid duplicating items in your wardrobe, unless you are aiming for a personal uniform. I recently did a wardrobe editing session at a client and we found a pattern of buying too many jeans and too many tops in a same style. She could have worn the same outfit every single day with just a few adjustments but she was craving for change.

We agreed on a temporary ban to buy those items and concentrated on adding new styles in her wardrobe instead. Now she gets the best use of the items she already owned. Which takes me back to the point 1 on the DOs part of this Sale Shopping Guide: Plan ahead.

Enjoy your sale shopping with this guide, I hope you will find many fabulous things!


Your image consultant with an eye for detail, even in sales


This article was originally published on 28th June 2017 and updated on 20th March 2019.

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