Average Shopper Can Save 81% on Holiday Shopping, Says Personal Finance Expert
According to a survey by the International Mass Retail Association, last year’s holiday shoppers spent 81 percent more than they had anticipated two months earlier. The three secrets to avoid serious overspending and enjoy smart, successful shopping, according to personal finance expert, author, and Kellogg MBA Sharon Durling, are planning, planning, and planning.

Chicago, IL (PRWEB) November 17, 2003 – Money expert Sharon Durling likens shopping to a battle, claiming consumers will not experience a pain-free January by going with the flow, waiting to see what retailers lay out to sell. And neither did Winston Churchill lead his country to victory by going with the flow, waiting to see the lay of the land. Churchill began planning for war years before it arrived. Shoppers wanting a little victory in their January must plan today, she says.

Durling, author of “A Girl and Her Money: How to Have a Great Relationship Without Falling in Love,” (Thomas Nelson, 2003), offers the following five tactics to ensure a financially peaceful and victorious January – and still stash lovely gifts under the tree.

1. PLAN for whom to shop: Shorten your list. Talk to family and friends and set expectations. They’ll probably be relieved. Don’t inflate list based on who gifted you last year. Gifts are not owed, so get over the obligation thing. Remember to list special entertainment, travel, party clothes, home décor, alcohol, and food expense.

2. PLAN what to give: Make a list and check it twice. Don’t wait until in the stores and hyper stimulated, fatigued, forgetful, and overcome with guilt, envy, and confusion. Never buy on the fly: Impulsive purchases are high-margin and inflationary. Pick up something extra for one person, and you just inflated what you’ll need for others. That giant sucking sound? A tornado-force debt spiral.

3. PLAN when to shop: Time of day and frame of mind effects what you buy. Shop early in the season, early in the week, and early in the day to mitigate panic purchasing. You’ll have better selection, lower stress, and less crowd fatigue. Never shop when rushed. Panic purchases are often regretted purchases. Shop for your spouse after the holidays. Prices are lower and you can relax and actually find parking.

4. PLAN how to shop: In a clean swoop. Avoid back-tracking by drawing a shopping map. Before you go, research for ideas, selection, and prices. Pay cash; you’ll spend less. Check your motivation before you leave the house: Never for guilt, depression, or to impress. Always for the pleasure of giving, caring, and sharing. Keep a running total of expenditures, marking sum spent next to each person on the list. This info is your best defense against cutesy extras not on your list.

5. PLAN where to shop: Get smart. Start with warehouse stores. Pick up giftwrap, party food, and hostess gifts here early and in bulk. Next discount stores, and last, upscale department and specialty shops. Check out pawn and resale shops.

Why strategize for leisures such as holiday shopping? It’s a battle out there. You think those sweet, smiley shop girls are there to help you? Think again, oh smart shopper! It’s about snatching your wallet and cracking into your retirement.

Make like Churchill for a victorious, peaceful, and debt-free January. Draft and stick to a simple plan, now that you’re on to the false seductions and true pressures of holiday ads, specialty shops, and Christmas cheer. For more shopping tips, see “The Swell Girl’s Guide to Savvy Shopping” at http://www.sharondurling.com.

Durling was a global banker and bond broker for 12 years, has an MBA in Finance from Kellogg at Northwestern University, and is a national speaker living in Chicago. She appears on live national television and many radio and television talk shows. Press coverage includes CNBC, CLTV, CNN/Money, Reader’s Digest, Redbook, Ladies Home Journal, Chicago Tribune, Sun-Sentinel, Bankrate.com, and more.

Call 312-751-2202 to schedule an interview or media appearance.

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