What is that feeling? ....You know, that electric mix of excitement and anticipation you get when you see the that magic word... SALE. Like a knee-jerk reaction, your pace quickens, your heart accelerates just a fraction and all purchasing rationale seems to fall by the wayside. We're all hungry for a bargain, and even the most level headed shopper can cave at the sight of a 50% off sign. If it's a good deal, it's worth buying, regardless of whether or not the item is actually needed. This basic sale logic can be referred to at a later date to explain our spontaneous purchases to incredulous partners. The sentence "but it was on sale!!" covers all manner or credit card indiscretions. So what is it that sends us into a frenzy at those January sales? The idea of a sale hits us at a psychological level. We may think it's all about the magnitude of the bargain, but the science behind what makes us go ga ga for a good deal is far more complex than that. FOMO - A fear of missing out: We know sale items will only be available for a limited time and there are only a small selection on offer. Time is of the essence, and the race to get our desired size, colour or style will prompt us to purchase quickly. This now-or-never mentality leaves us with less time to think and elevates our emotions, thus encouraging those impulse buys.