The Odyssey of Shopping: How to journey from sirens to sales racks to meditation mats

The festive season is upon us, and people plan to shop—online and offline. Here's how consumers can navigate the choppy waters of sales season

By IIM Kozhikode

Published: Sep 27, 2023 12:42:09 PM IST

Updated: Sep 27, 2023 12:45:45 PM IST

And in this digital age, where Flash Sales sing their siren songs, we need tools to help us remain focused: app blockers and "Do Not Disturb" functions. Image: Shutterstock

Picture this: You're the captain of the SS Shop-a-Lot, sailing bravely through the vast and unpredictable mega-sale ocean. The horizon is dotted with islands of endless aisles and vast archipelagos of online portals that seem to stretch further than Odysseus's journey home. The world of shopping can be as mesmerising as a siren's song, drawing you closer with the promise of treasures untold. But beware, sailor! Beneath the glittering surface lie the krakens of regret and the whirlpools of maximising, ready to drag the unwary into their depths.

Let's get our nautical bearings straight before we hoist the sails and embark. Drawing from the insights of Barry Schwartz in his renowned book, "The Paradox of Choice," we're reminded that in this vast marketplace saga, we have two types of seafaring heroes. First, the 'Maximisers', those tenacious treasure hunters who, like a pirate after the fabled gold of Davy Jones, are always in pursuit of the 'absolute best' deal. They'll scale the highest crow's nest and dive to the deepest ocean floor, all for that shiny, perfect trinket. Then, enter the 'Satisficers'. Think of them as the chilled-out beachcombers, strolling leisurely with a metal detector, thrilled with whatever bounty the sands offer. While the 'Maximisers' are out battling sea monsters for fabled treasures, the 'Satisficers' are lounging on the deck, sipping a cocktail, content with the pearls in their grasp.

Now, a word to the wise: Our voyage isn't just some yarn spun by a sailor with too much rum in his belly. Oh no! We've charted our course using the stars of ancient wisdom and our compass. It's finely tuned with the latest research. We've got scrolls and tomes, filled with age-old tales and modern-day studies, all to ensure we don't end up like the Flying Dutchman, forever lost in a sea of indecision.

So, as we prepare to set sail on this grand expedition, remember that the sea might be vast, but with the right charts, a good crew, and maybe a parrot on your shoulder squawking, "It's on sale!", we can navigate these waters. Our mission? To guide you past the treacherous retail reefs, past the alluring songs of the sirens singing "Buy One Get One Free", and steer clear of the Bermuda Triangle of buyer's remorse.

In the annals of history, Odysseus once tied himself to a ship's mast to resist the captivating call of the Sirens. Now, while the idea of binding oneself to a shopping cart might be a tad extreme, setting mental boundaries is a more socially acceptable strategy. Decide on the stores you'll visit and the items you'll consider. This predetermined list is your steadfast guide, ensuring you don't drift into the stormy seas of impulse purchases.

Dan Ariely, in "Predictably Irrational," talks about commitment devices. For the dedicated shopaholic, consider a self-imposed rule. Pledge to read just five product reviews. This is your mental beeswax, filtering out the noise and preventing information overload.

Also read: How tech can transform luxury brands' value proposition

Every hero needs a guide. Let that be the voice of reason in your retail odyssey, your Inner Shopping Oracle. This whisper reminds you of the three similar shirts you have at home when you're about to splurge on a fourth. Heeding this voice is like having Athena herself guiding you.

Chasing the 'absolute best' is like pursuing a shape-shifting nymph: exhilarating but exhausting. Slip on those 'Good Enough' Goggles, and suddenly, the world appears satisfactory, shifting from wanting everything to valuing what's essential.

In the bustling bazaar, 'Satisficers' resemble street musicians: content, strumming a tune, watching the world with a twinkle in their eyes. Their mantra? "This is just right for me." And in this digital age, where Flash Sales sing their siren songs, we need tools to help us remain focused: app blockers and "Do Not Disturb" functions. In this chaos, meditation emerges as an ally, a few minutes of mindfulness offering refuge, helping visualise a serene shopping experience. According to a recent study published in Frontiers in Psychology, brief mindfulness interventions can significantly improve decision-making and reduce the ill effects of maximising considerably.

As our retail odyssey draws to its climactic close, remember: not all that glitters is gold. Beware of deals that parade like Trojan Horses, promising much but often delivering little. And then there's the ever-enticing Cyclops Aisle, gleaming and glittering, luring shoppers with its radiant offerings. But the true test, the Herculean challenge, awaits at the end: resisting those last-minute temptations during the Homeward Journey to the Checkout.

In the grand tapestry of shopping, with its intricate weave of choices and challenges, remember that the true treasure isn't just the items you bring home but the wisdom you gain along the journey. Harness your inner Odysseus, set your sails, and let the favourable winds of retail wisdom guide you to shores of satisfaction and contentment. Embrace the adventure but also the lessons, ensuring that every shopping expedition is both fruitful and fulfilling. Safe voyages, dear reader!

M Geetha, Professor, Indian Institute of Management Kozhikode

Irfan Shamim, PhD Student, Indian Institute of Management Kozhikode