Buckle Up: A Time Machine into the History of Discounting

With Prime Week coming up, I started wondering: how did we get here? A 1–2 day sales event has turned into a full-blown week. And it’s not just Amazon—seemingly every brand now runs back-to-back promotions. But if everything is on sale… is anything really a deal?

So I dug into the history of discount shopping, the psychology behind it, and why we often blow our budgets despite our best intentions. Spoiler: It’s not just about the money—it’s about emotion, marketing, and mindset.

How We Got Here: A Quick History of Discount Culture

In the mid-1800s, fixed pricing replaced bartering, streamlining the shopping experience. As manufacturing expanded, stores started offering seasonal sales (like January’s “white sale” for linens) to clear inventory.

Over time, retailers realized that discounts moved products fast—and began studying the psychology behind it.

Post-WWII economic growth brought in the era of discount chains: lean operations offering lower prices daily. In the 1970s, newspaper coupons and TV ads fueled a wave of bargain-hunting. “Stacking” discounts became a game.

Outlet malls boomed by selling overstock at lower prices, while off-price retailers (like Marshalls or Ross) used “opportunistic buying” to offer name-brand goods at a fraction of the cost.

E-commerce exploded in the 2000s. Flash sales and time-limited offers triggered urgency like never before. By then, Black Friday and Cyber Monday had evolved into national shopping marathons.

Why Sales Override Your Budget Brain

Ever held a red stickered item you didn’t plan to buy? You’re not alone. Stores are wired to override your budget brain.

1.      The Red Sticker Effect

Red is a high-alert color, often signaling urgency, and grabs our attention fast. Stores use red stickers because they trigger quick and emotion decisions- often tied to that “now or never” feeling.

2.      Anchoring Effect

Our brains focus on the wrong number. If something is marked down from $100 to $60, our brains will focus on “saving $40” instead of the $60 spent.

3.      Scarcity & Urgency

Phrases like “limited time”, “last chance” or “only 2 left” hijack your brains sense of urgency. This scarcity cue simulates the amygdala (brain’s emotional center), reducing our initial ability to think long term or remembering our budgets.

4.      Dopamine & Reward

Scoring a deal activates the brain’s reward system. Over time, we associate shopping with feeling good, even if regret follows.

Bottom line: Budgets are rational. Sales are emotional. In the moment, your brain frames a discounted item as an opportunity, not an expense. We often justify the purchase by saying it was on sale. When ultimately, you only save money when you don’t spend it.

How to Outsmart the “Sales Trap”

1.      Pause Before Purchase

a.      Use a 24-hour rule for non-essential items. If it still fits your budget and values tomorrow, then consider it. If not, you avoided the trap. Waiting overnight gives your brain a chance to cool down the emotional portion of the decision.

2.      Shop with a list and a purpose

a.      Whether in store or online, always have a list. If it’s not on the list, it’s not in the cart. Bonus: you will be much more efficient in your shopping efforts because you won’t meander burning time and money.

3.      Reframe the “discount”

Instead of saying “I’m saving 30%”, say “I’m still spending 70%”. Ask yourself “would I buy this at full price?” if the answer is no, you probably don’t need it.

4.      Budget a “fun money” buffer

If you’ve worked with me before, we always include a discretionary section. This means anything that doesn’t fit in the typical spending sections, which gives breathing room for items that you may encounter but didn’t strictly budget for. By building in this small allowance for spontaneous purchases, you can buy things guilt-free, within predetermined limits. Think of it as permission given spending. This satisfies your desire for a reward without derailing your financial goals.

Biblical Perspective: Wisdom Over Impulse

Budgeting isn’t just about the numbers- it’s about values. Retailers appeal to our emotions to make us feel like we’re lacking something. But Scripture offers a different lens: one of contentment, discipline, and purpose.

“Watch out! Be on your guard against all kinds of greed; life does not consist in an abundance of possessions.” Luke 12:15. Life is never about stuff, even if we got it on sale. Sometimes the best way to add value to your life isn’t to add more to it, but to find contentment in what we already have.

“A man without self-control is like a city broken into and left without walls.” Proverbs 25:28 ESV. Lack of self-control makes us vulnerable to outside influence, like flashy sales and discounts. However, when we practice self-control, we are using the fruit of the spirit and honoring God with our actions.

1 Timothy 6:6-8 says, “but godliness with contentment is great gain. For we brought nothing into the world, and we can take nothing out of it.”. This passage teaches that contentment is a form of spiritual wealth. While chasing deals can sometimes mask our hearts or fill a craving that we need more, God can fill that need and remind us that our objective is contentment.

Matthew writes “For where your treasure is, there your heart will be also.” (Matthew 6:21). Overspending often reveals where our affections and identity lie. Whenever you encounter the next “sale”, ask yourself where your heart is focused.

Conclusion:

Retailers know how to make us feel like we need more, especially when something has a red sticker and a clock count-down. But Scripture reminds us that wisdom often means setting aside, not consuming everything. When we budget with purpose and shop with wisdom, we don’t just protect our wallets, we align our hearts with what really matters.

Bible Verses for Reflection

“but godliness with contentment is great gain. For we brought nothing into the world, and we can take nothing out of it.” -1 Timothy 6:6-8

“For where your treasure is, there your heart will be also.” -Matthew 6:21.

“Like a city whose walls are broken through is a person who lacks self-control.” -Proverbs 25:28.