1. Shop online at the end of a day of real life shopping. It’s called ‘desperation shopping’ and while women do it after they’ve failed to find anything in the bricks and mortar shops they want to buy, men tend to do it the night, or a couple of nights, before they need a new top, having left it until the last moment to put in some effort. In either case it leads to a desperate attempt to find ‘something’ that is acceptable, and it nearly always leads to disappointment.
2. Shop because you’re bored or have been let down. It’s called compensation shopping and women do it most – buying something cute just to cheer themselves up. While the process works at the time, the chosen garment usually disappoints on arrival.
3. Shop in the dark. Seriously! The tendency to buy garments from a small screen in a darkened room late at night is reckoned to be causing nearly a fifth of all returns to online clothing retailers – it’s partly because our eyes are tired at the end of the day so we don’t see as clearly as we should, and partly because screens are daylight balanced but our body clocks by evening are night balanced by circadian rhythms so our eyes can actually distort the colours on the screen. The only time it’s okay to buy at this time of day is when we’re buying black or white garments.
1. Buy in daylight. Or get your computer to balance itself to your circadian rhythms with a programme that adjusts colours according to the sunset time in your region.
2. Check the small print to find out what the deal is with returns and whether there is a bulk buy discount that could get you free postage or some other good deal.
3. Sign up for mailings and alerts from your preferred online retailers – such deals often save a lot of money for the consumer and being aware of them in good time can help you plan your spending effectively.
4. Be sure of your size. Not clothing size, as that varies from manufacturer to manufacturer, but your actual body size – and recheck it every six months as even the slimmest of us will change shape in winter as we exercise and eat differently. Get a friend to help you measure your chest, arm length, waist, hips and inside leg – this allows you to assess your real size against the dimensions of the clothing advertised online.