Every year, as India enters the festive and wedding season, a familiar excitement takes over. Black Friday–Cyber Monday deals, year-end shopping, travel plans, gifting — our screens and streets turn into a parade of irresistible offers. Retailers celebrate record-breaking demand, and consumers celebrate “savings.” But a discount is only meaningful if the purchase itself was needed. From a behavioral finance lens, this isn’t a matter of poor discipline — it is how the human brain evolved to react. When a product is framed as limited, exclusive, or 50% off just today, we shift focus from cost to gain. This is Framing Bias — one of the key reasons deal seasons quietly damage financial health.
Case Study 1 — The Emotional Buyer
Priyanka, a 28-year-old marketing professional, completed three mega-sale orders in one weekend — a phone, festive outfits and accessories. When her credit card bill arrived, she realised she had spent more than twice the amount she had planned to invest that month. Her travel dreams got postponed… again.
Emotional Trigger: Urgency + Reward Bias
Regret Trigger: The next morning
Case Study 2 — The Conscious Converter
Mehul, a 35-year-old father of two, flipped the game. He created a rule called:
Spend or SIP.
Whenever he impulsively added something to his cart, he invested the same amount first — and waited 24 hours before deciding to buy.
Result:
Over the season, he invested ₹15,000 that would have otherwise disappeared into clutter.
And ₹15,000 invested yearly over 15 years (12% CAGR)?
➡️ ~₹9.3 lakh future wealth
…from not shopping.
Behavioral Win: Frame shifted from discount → future gain
Weddings and festivals in India come with emotion-laden messages like “This is once in a lifetime.” ; “They will talk if we don’t do it well.” Psychology reframes wants as obligations. And what feels like love or tradition may quietly become debt. The challenge isn’t celebration — it’s excess. So Protect the Festive Joy — and the Future. The lights of a sale will fade, but the weight of a financial mistake stays long after.
Instead of chasing discounts that disappear tomorrow:
✨ Build investments that grow tomorrow
✨ Choose memories over materials
✨ Let money serve happiness — not anxiety
The next time you hover over a tempting Buy Now button, ask yourself: “Is this making my life richer… or just my shopping cart fuller?”
SMART SPENDING RULES FOR THE FESTIVE SEASON
A practical checklist to print, save, repeat
Before you buy
✔ Is this a need or a nice-to-have?
✔ Will I still value this 6 months from now?
✔ If there was no discount, would I still buy it?
✔ Can I afford this without EMI?
✔ Have I compared total cost — including shipping/maintenance/interest?
✔ Have I invested at least as much as I’m about to spend this month?
Stop & Think Triggers
⬛ Pause 24 hours before checkout
⬛ Avoid shopping when stressed/excited
⬛ Don’t buy to impress others
⬛ Unsubscribe from sale notifications
⬛ Track impulse purchases in a small notebook
Seasonal Spending Plan
🎯 Fix a festive budget and stick to it
🎯 Allocate a fixed % to SIPs and savings first
🎯 Set a family rule for gifting and celebrations
🎯 Prioritise experiences over expensive display
A mindful festive season today is a financially confident future tomorrow.
Disclaimer:
This article is for educational and informational purposes only and does not constitute investment advice or a recommendation. The views expressed are based on the author’s personal research and expertise in behavioral finance and wealth management, and are not affiliated with or endorsed by any mutual fund house or financial product provider. Professor (Dr.) Meghna Dangi is not a SEBI-registered investment advisor. These are not promotional endorsements of any specific brand or financial institution.