Whether you’re heading to a job interview or competing in a sporting event, you want your performance to be its very best. Why not take the same thinking to your shopping?
Retail expert Paco Underhill says that you should never shop tired and never shop hungry. That’s because we suffer from decision fatigue. When we’re tired (probably at the end of the day), we’ve already made thousands of decisions of every size, from deciding what to eat for lunch to where to stand on the subway platform to which pair of socks to put on.
That’s why you see some tech leaders wearing the same style of clothing every day—it’s one less decision they have to think about, and they can focus their energy on more important tasks.
You may not be willing to adopt a uniform or eat the same sandwich every single day. But you can recognize when you’re vulnerable to decision fatigue. Is it when you head to the grocery store on your way home, right before dinnertime? Is it while scrolling through Instagram when you’re lounging on your couch at night?
If you shop when you’re tired or hungry (either out at a store or online), you’re more likely to make impulsive decisions that could lead to buyer’s remorse. If you notice you’re exhausted or peckish, hold off on your purchasing decisions until you feel refreshed.