What did you actually purchase the last time you acted on impulse?
I’m not asking for the specific item.
My inquiry goes deeper.
The last time you made an impulse buy — I’m confident — you were seeking a certain feeling.
Perhaps it was comfort. Maybe confidence. Or perhaps security or connection.
There was indeed a feeling that motivated that impulse purchase.
And here's the important point:
The Black Friday/Cyber Monday shopping season is approaching, which means that your mind is likely to be targeted by every retailer out there.
Before the advertisements start overwhelming your social media, let's take a moment to remember a simple yet often ignored truth:
We don't buy products; we buy feelings and values.
Do you value travel and new experiences? If so, you're purchasing the feeling (and endorsing the value) of freedom and adventure.
Do you aim for a mortgage-free home in the suburbs complete with a white picket fence? You're looking for the feeling of stability and security.
Do you lavishly spend on dinner parties and gatherings? You're buying the feeling of connection and generosity.
Do you invest heavily in gym memberships and fitness classes? You're purchasing the feeling of energy and vitality.
Do you spend a lot on the latest technological devices? You're buying the feeling of being innovative, trendy, and connected.
Do you invest a significant amount in beauty, hair, and skincare products? You're looking for a feeling of outward confidence.
Do you spend considerably on organic, locally sourced groceries? You're buying the feeling of being healthy, connected, and ethically aligned.
We aren’t just buying an item.
We’re purchasing the feeling it generates and the values it symbolizes.
Every acquisition, whether it's a coffee or a car, mirrors our feelings and values.
This isn't a flaw in rational thought — it’s simply how our brains function.
We are all acquiring feelings and values, consciously or not. The real power lies in acknowledging this behavior.
As your inbox fills up with Black Friday/Cyber Monday promotions…
and you browse through numerous items…
ask yourself two "what is" questions:
1. What feeling am I seeking?
2. What values does this embody?
Then follow up with two "what could be" questions:
3. Can I fulfill this feeling in another way?
4. Can I honor those values more effectively?
If the answer to either #3 or #4 is yes, congratulations — you've just avoided a purchase you didn’t truly want.
That’s how you save money — or more accurately, how you align your spending with your principles.
This deeper perspective on spending distinguishes genuine financial insight from the typical '50 money-saving tips!' articles.
The internet is filled with basic advice like “clip coupons.” How uninspiring.
Such advice rarely helps anyone; it doesn’t resonate.
However, when we explore our financial psychology and understand the feelings and values that underlie our decisions, we can prevent retailers and social media marketing from dictating our choices.
Because nobody regrets spending that aligns with their values; people regret spending that does not.
That misalignment usually stems from allowing the distractions of others' opinions (advertisements, keeping up with the Joneses, etc.) to affect our choices.
As we enter the Black Friday/Cyber Monday season, let’s stop letting retailers define our values.
Instead, let’s use these four questions to make spending choices that truly reflect who we are.
Want more? Click here.
Explore how your purchasing decisions are influenced by emotions and values, and find out four questions that can help you steer clear of impulse buys during Black Friday and afterward.