The Psychology of Sales Part 1: Why We Love a Deal

“Americans will buy something for $40 if it’s marked down from $100—even when they only have $20.” ― Clifford Cohen

Sales aren’t just about saving money; they’re powerful triggers that tap into our natural desires for improvement, competition, and the feeling of getting ahead. A sale makes us feel like we’re winning—walking away with more than just a product.

While sales can sometimes feel manipulative, they’re not inherently bad. Imagine your fridge breaks down. Waiting for a sale to buy a new one not only saves you money but makes the purchase feel like a win. In moments like these, a sale serves a real need. But here’s the key: understanding the psychology of sales helps you see where they’re useful versus when they’re just tugging at your emotions.

Take, for example, a pair of Lululemon shorts on sale. The sale whispers, “You’re clever, smart, and savvy for buying these. You won and the company lost; they thought they could sell these for $69? PSSSSHHH.” Buying the shorts feels like a win, as though you’ve beaten the company at its own game. But sales go deeper than dollars—they sell a lifestyle. Sales invite you to picture your life with the product: these shorts aren’t just shorts. They represent you hiking with your dog, going to a tennis match, or hitting the gym. Suddenly, it’s not just a product—it’s a lifestyle, a vision of yourself you can achieve by purchasing it. 

And if you don’t buy them? You feel you’re missing out on that life.

Sales psychology nudges us toward believing we need the product to become the person we want to be. But the truth? You don’t need a new product to achieve the vision of yourself you imagine. Recognizing this empowers you to shop smarter and stay in control.

Read Part 2 and 3 here!