Buying with control vs abandoning control: How promotions shape shopper behaviour

One of the insights that's delighted me most this year lies in the wonderfully quixotic nature of women buying clothes.

As we power towards the end of 2025, I've been reflecting on my favourite insights from this year. Right at the top has to be this one on the psychology of promotions. Promotions do more than just shift stock, they shape behaviour. Our recent research for a well-known high-end retailer has revealed that promotions pose an opportunity to be strategic and savvy, but also a moment to let go, and abandon control.

When buying for others, many shoppers take pride in using discounts wisely, stocking up on thoughtful gifts well ahead of time. Think homeware, beauty treats, children’s clothes or toys. Buying them on offer feels smart, even smug. And the best part? If bought from a great brand, the gift still lands as “special,” regardless of the price paid for it.

When shopping for themselves, customers can be even more tactical. Highly desire but non-urgent items like plush towels, quality bedding or that perfect throw? They’ll wait, through multiple sale rounds if needed, to get the price just right. Some even ‘buy and hold’, snapping up an item then returning and re-buying if the discount deepens.

It’s about buying with control, knowing they’ve got what they wanted, at a price they are comfortable with.

However, sometimes when a fresh promotion or a discount lands in their inbox, logic gives way to excitement. Promotions become the perfect excuse to indulge. And customers are crystal clear, they enjoy it! It’s not just the product, it’s the thrill. The treat. The dopamine hit of getting something you wanted, at a price you’re proud of.

“I can’t tell you about the endorphins going off in my head when I know I’m getting a bargain – it’s the thrill!”- Female, 60

And, this is where ‘girl math’ comes into play as a form of justification:

“I can justify buying a whole autumn wardrobe, maybe 4 or 5 items because I got a discount code”- Female, 53

“I can buy more items of my wish list – I’m getting 15% off” – Female, 55

Whether it’s pre-planned gifting or spontaneous ‘treat myself’ moments, promotions meet two very human and somewhat contradictory needs:

• Control - ‘I’m organised, thoughtful, and I’ve been strategic to get a great deal.’

• Craving - ‘I deserve this, it’s the thrill, oh, and I’m saving money too, it’s justified!’

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Both are real. Both are rewarding. And most shoppers swing between them, sometimes in the same shopping trip! Because at the end of the day, it’s not just about what we buy, it’s how it makes us feel when we do.