Holiday sales are designed to push your buttons - here’s how to push back

As the festive shopping season kicks into high gear, our screens light up with tempting offers, urging us to act fast, snag deals and buy more.

The promise of savings, paired with the festive cheer, is hard to resist. But beneath the glittering sales banners lies a deeper psychological story, one that shapes our spending more than we might realise. 

We live in a world of instant gratification and endless choices, and the practice of conscious consumerism offers a refreshing pause.

It’s not about guilt-tripping or restraint, but about reclaiming control, aligning what we buy and how we give with what we truly value.

The psychology of festive shopping: why can’t we resist the deals?

So, what’s really happening in our brains when we see a deal?

“Humans are wired to recognise opportunity,” explains Kaylynn Philander, coaching manager at the South African College of Applied Psychology (SACAP) and an ICF-Credentialed Coach.

“When we see a special deal, our brain’s dopamine-driven reward system lights up. It’s not the product itself that excites us; it’s the possibility of getting something for less," adds Philander. 

But it doesn’t stop there. 

Advertising often includes urgency cues like countdown timers or “only a few left” messages, which trigger our brain’s amygdala, the part responsible for detecting threats. This creates a fear of missing out (FOMO), pushing us to act quickly.

“In these heightened states, the rational part of our brain, the prefrontal cortex, takes a backseat, she notes. Even the most disciplined shoppers can find themselves swept up in the moment.”

Leadership development coach Michaela Mahes points out that festive shopping is designed to be emotionally charged.

“Stores play louder music, advertising is everywhere, and the pressure to buy is relentless. We tend to spend more when we’re stressed, anxious or even joyful because our logical thinking is compromised. So much of our spending isn’t about the items themselves but the emotional needs they promise to fulfil," says Mahes. 

"We often shop to feel special, significant or connected. Advertising taps into our need for belonging, making us believe a purchase will bring us closer to that feeling, she explains.

During the holidays, this emotional pull is even stronger.

The potent mix of comparison culture, marketing hype and festive urgency can lead us to buy for identity rather than need. Conscious consumerism reframes this dynamic not as financial restraint but as emotional literacy.

The experts concur that we need to recognise what’s driving our spending choices. 

“Are we buying out of genuine need, or are we reacting to emotion, impulse, or comparison? Emotional regulation allows us to step back from instant gratification, creating space for decisions that align with our values," notes Mahes. 

Coaching can be a powerful tool for regaining control during high-stimulus shopping periods.

“Coaching helps people unpack the intentions behind their spending choices, she adds. It creates space for reflection, allowing you to prioritise your values and manage distractions.”

“Just as coaching helps you tune into your thoughts and emotions, conscious consumerism encourages a similar awareness. It’s about making spending choices that reflect who you are, not who the ads tell you to be.” 

Practical tips for mindful spending

Feeling overwhelmed by the shopping rush? Both Philander and Mahes offer practical strategies to stay grounded: 

• Plan ahead: Make a list of essentials, festive treats, and gifts within your budget. Starting with a plan keeps you in control and aligned with your priorities.
• Pause before purchasing: Before you buy, ask yourself, "Do I truly need or want this? Am I buying out of emotion, impulse or comparison? Does this align with my values and budget?" 

Taking a moment to reflect can prevent regret later. 

Be aware of marketing triggers: Notice scarcity messages, countdown timers and pop-up ads designed to create urgency. Recognising these triggers helps you resist acting impulsively.

• Avoid high-stimulus spaces: Busy malls and crowded online platforms can make impulse buying harder to resist. Shop during quieter times or set online boundaries.
• Align spending with long-term goals: Keep sight of what truly matters, your goals, necessities and financial plans. This approach allows you to enjoy treats without overspending.
• Conscious gift-giving: Gift-giving, too, can become more meaningful through reflection. Ask yourself, "What do I want this gift to express?" Your answer can guide you toward gifts that align with your values, whether it’s an experience, a handmade item or even a donation in the recipient’s name.

By shifting the focus from transaction to intention, gifting becomes an act of emotional connection rather than performance. Each choice carries presence, care and authenticity.