(or, here’s how I did it):
1. It’s such a gorgeous color.
2. It’s on sale to $28 from full-price of $98.
3. Oh, a nice fellow shopper just handed me a 30% off Friends & Family coupon = even more on sale!
4. The style and the cut reminds me of the ladies on Mad Men.
5. I will wear this dress frequently. I can wear it to brunch, and lunch, and dinner! So cost per wear will be low. Pennies. No, fractions of pennies.
I often buy products for a feeling, for a little piece of a mood that I’d like to slip on.
A pink shift dress isn’t just a piece of clothing – it’s what I’ll wear on a visit to an afternoon tea parlor, where I’ll sip tea and munch on finger sandwiches with a girlfriend.
A pair of black ruffled heels isn’t just a pair of shoes – it’s what will carrry me through a salsa party, when I want to feel lithe and graceful.
A set of fancy white plates isn’t just for holding food – it’s for presenting meals I’ve carefully crafted for a dinner party filled with good friends and good conversation.
A hardcover book isn’t just for reading (I can, and do, visit the library for that), instead, it’s an addition to a well-edited collection that will one day grace the floor-to-ceiling bookshelves of my home.
It’s easy to reject a purchase on utilitarian grounds, but the pleasure of imaging a more stylish, more put-together and more idealized version of oneself is what ultimately makes me complete the transaction.
Hey, at least I realize it. 😉