Sale, sale, sale! No I am not giving you news about the hottest sale in town. Nor is this an advert for any of my personal belongings. This was just to test what effect these three words can have on you.

Recently, I strolled past a busy market with a friend; it was filled with dozens of signboards, posters and flexes advertising different brands. Being into media myself, I quite admired the concepts and strategies that had been used by some brands. I turned around to ask my friend which of those (ads) was her favourite, and she pointed towards a gigantic board on a side that read -- in mere four letters -- "SALE." A little detail, in a massive font size, announced: "70% off."

My friend immediately beelined towards the store, and dragged me along, too. Well, there I witnessed a large and highly charged crowd of women. Of course, we also joined them, and started looking for the best discounted items being offered. Shopping went great, and we bought a variety of things we didn’t exactly need, discounts were attained, and money spent.

I don’t see myself as much of a shopaholic but who doesn’t love sales? Getting items in lesser prices than usual, getting various percentages of actual cost reduced, buying one and getting another as a package deal, etc are too tempting for us to resist, aren’t they?

Looking at our motivation to shop and shop more, the market is always coming up with ways to attract customers/consumers. In the last few years, we are seeing development in the field of consumerism, and the latest trend is ‘observing’ the Black Friday.

It wasn’t until two to three years ago that the term ‘Black Friday’ was formally introduced in Pakistan. Yes, most of us had an idea about its existence in the West but it was always a foreign term that we never practically stumbled upon. I remember 2015 was the year when I first witnessed the desi version of a Black Friday sale, and with every passing year the sale and its popularity has only grown. This year, in particularly, due to its growing popularity, the concept has been criticised a bit as well. In West, some people complain that it is encouraging consumerism to a dangerous level and stealing away the essence of Thanksgiving. In our country, the appropriateness of its name is being argued on the other hand.

But I will not go into these arguments; tons of data is available on its origin, concepts, and criticism. But being a buyer who has been to almost all the sales that have ever been carried out in the city, I do wish to remind all the amazing ladies out there that these sales shall happen every now and then but let’s not forget the ethics while we rush to the stores. Let’s not push the lady standing next to us, let’s not fight on an item like it’s the end of the world, let’s not choke the traffic outside the markets just for our own ease, and let’s not buy things to waste them.

May the odds be in your favour and you find the discounted item you are looking for! Happy shopping season!