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Is buying when not on 'sale' any good?

I just happened to visit the Alpha One mall this afternoon. Some students were sitting in the atrium on benches doing nothing and breathing in the cool air. Shops, all looked empty.

Of course, it's a Thursday, and one won't expect much anyway. Besides, everyone's blaming the economy. And lastly the discount sales are largely over. Or have they? So it looked.

The last point has become the reason for people to move out shopping. They know that if they don't buy when there's no discount sale, they won't have to wait too long.

Now that 'shopping when there's discount sale' has become the norm, I am wondering what exactly is a person who's shopping when there's no 'sale' thinking? For surely, asked directly if he would prefer to save money on buying the same thing when there's a discount, every single buyer would reply in affirmative.

One grand excuse that people might give to themselves when they do 'unsale' shopping is that they buy when it's new, fresh, just in. They buy when very few others have the same thing. But that's only internally satisfying until it is publicly recognized that very few others have the same thing.

We all know public recognition of new things isn't necessarily uniform and up to date. In fact, majority don't bother to keep track of majority of the things. And therefore, recognition from others is difficult when someone goes 'unsale' shopping.

I think that's so terrible. 'Unsale' should be added as a tag alongside the brand name so that such shopping gives shopper some good credit for having taken the risk.

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