Monday, 26 January 2015

Buyer's Remorse

Remorse, the fatal egg that pleasure laid. 
- William Cowper

There is quite a bit written about "buyer's remorse", which is post-purchase regret, as described by a variety of contributors to Wikipedia. Regret comes from guilt and fear and it is no different when it comes to purchases. 

Relative to clothing, we may feel guilty that we bought a cashmere sweater when the money may have been better spent elsewhere; or we admonish ourselves for buying a more luxurious item when a fleece functions similarly; or we may question our own rationale or a sales associate's determination when reflecting on the purchase as it hangs unworn in our closets.

I have seen the consequences of both guilt and fear. Both emotions render the persons incapable of functioning "normally" and inspire self-fulfilling prophecy. It's not as simple as "think it and it will materialize"; yet the roots of remorse seem to bring on more of the same.

In what ways can you overcome buyer's remorse and not be threatened by it again:

1. Know what is in your closet and know what you need or want. Analyze it for what you truly need or for what will update your look without buying more than you really need. Buyer's remorse is reduced when you buy something that meets several criteria/goals that you believe are necessary to fulfill.

2. Stop buying online. Funny that I am suggesting that, considering I would like you to contact me if any of my jewellery appeals to you. But truly, there is greater opportunity to buy what you do not need and therefore to feel greater remorse when buying online. If you have to dress, drive, park and pay, and search through several stores, your decisions will be more rational than simply sitting in the comfort of your home and waiting for the article to arrive.

2. One more time - ask yourself if you really need it. If you feel remorseful at any time, you are probably the type that will always come up with better ways to spend your money. Give yourself a good reason or two why you need the item and sabotage the remorse.

3. Analyze your remorse. If at any point you feel any remorse at all, put the item on and decide whether you really love it (will it bring you pleasure despite your guilt) or do you need to return the item. The point about the guilt is that you need to "get over it" in a functional way. Wear it; don't let it sit and stare at you from between the other items in your closet. If you still are overwhelmed with any guilt, whether purchased online or at a storefront, make the effort to return it. If you are not wearing it, the guilt increases; you then feel guilty for not wearing it, in addition to the original guilt you felt after you bought it. Good grief!

There is no person so severely punished, as those who subject themselves to the whip of their own remorse. 
- Lucius Annaeus Seneca

Others have also read:
"Sale" Induced Over-Buying, December, 2014


  1. Great post. Anyone who likes to treat themselves to something nice every so often has likely experienced "Buyer Remorse" The emotions and feeling are all felt.

    - You may already have the item in your closet but perhaps it's worn out and needs to be replaced.

    - On-line shopping can be evil. Impulse buying, shipping charges, item doesn't fit or is not the colour you expected, return shipping charges. (I'm not much of an on-line shopper)

    - Do I really need it? Maybe it's time to treat yourself to something nice or is there something else I need more. Decision time!

    - If buying it makes you feel bad or feel remorse then return it. Retail therapy should always make you feel good.

    Thanks for sharing.

    1. Nice to hear from you. Retail therapy . . . there's another idea for a post.


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