
One of the principles of personal finance is to ‘spend less than you earn’.
You have probably heard that countless times, I know I have. But it also happens to be one of the hardest money rules to follow.
This is because spending is more emotional than logical.
Our emotions play an active role in our desires more than we would like to acknowledge.
We tend to make emotional buying decisions and then find reasons to justify the expense.
I have heard it all and then some.
“I was feeling sad, and I needed something that will make me feel better” is a common one when we splurge on an expensive meal or item.
The problem is that spending this way fails to address the root problems. For some of us, therapy is often more effective than shopping, but we know which one is more fun, at least in the moment.
“Doing well with money has little to do with how smart you are and a lot to do with how you behave.”
Morgan Housel
Wants vs. Needs: Situating Our Spending Habits
It is a good idea to identify our ‘why’ when making purchases –
Why am I buying this?
Why is this item or service necessary?
Why am I buying this now? Etc.
This helps us determine if the item is a ‘want’ or a ‘need’. In simple English, needs are things we cannot do without like food, clothing, shelter, transportation, and connection. While wants are things we like or desire.
The interesting thing is that a want will often be an exaggerated version of a need.
For example, the fact that we all need shoes to protect our feet does not mean we need to buy a designer pair of slingbacks with a red bottom. That will clearly be a want.
Our wants often have a stronger pull than our needs. Do you know why?
I believe our wants are often connected to our deepest wishes and desires.
Social media has become a strong basis for a particular lifestyle. It continues to influence our buying decisions and our justifications for our purchases. Morgan Housel in The Psychology of Money says:
“Savings can be created by spending less. You can spend less if you desire less. And you will desire less if you care less about what others think of you.”
Now that you have a better idea of your needs vis a vis your wants, here are a few other things to considerin order to spend the right way:
Four things to Consider before You Buy Anything.
These four factors are connected, and you may need to think of all four before you make a purchase.
1. The Cost of the Items
Price matters.
The amount of money we spend on things is important, though it is often hard to properly categorise this. To effectively examine the cost of a product it is equally important to consider the benefit. Yes, I’m taking you back to Economics 101 – cost benefit analysis (CBA). This simply means that we consider the cost and benefit of buying something as opposed to other alternatives.
For instance, you may be thinking about paying for an online course, moving to a new place, or even doing another round of grocery shopping.
It may mean considering the benefits of taking that online class as compared with the cost, and if the alternative – taking a cheaper course or not taking the course makes more sense. The benefits may not necessarily be immediate, but it is good to articulate the potential benefits and try to be as realistic as possible.
I will also add that CBA does not have to be a long-drawn-out case of ‘analysis paralysis’ or an internal battle on whether you should spend.
In other words, it may not be practicable for small purchases though I have found that once you incorporate the CBA mode of thinking, you are more likely to apply it to all purchases. Particularly for items that are not on your shopping list.
Getting that $1.99 pastry may not be a big deal but can quickly add up if you find yourself doing it often.

2. The Quality of the Items
When thinking about a purchase, it is useful to consider the sort of quality you need. Higher quality goods/services generally cost more. This is the case for food, clothing, furniture and even education. Case in point, a two- year degree at Harvard may cost more than a four-year degree at a local university in Nebraska.
Notwithstanding the above, quality can also be subjective. Webster’s dictionary defines quality as “superiority in kind.” This means quality is graded. For instance, clothes at Target may be of a higher quality than those at Walmart, while clothes from Zara trump those from Target.
In a sense, you get to determine what quality works in the different scenarios. When thinking about quality, you should consider:
- Your budget
- How frequently you will use the item.
- How important the purchase is (you don’t want to be pennywise pound foolish on matters of health).
3. The Quantity or Frequency of the Purchase
The number of items you need to buy and how often you need to make such purchases are important considerations to make before you spend.
It may be better to spend less for items that you need frequently to ensure it does not cause a financial strain. For me, I used to be addicted to cereals and would eat cereals several times a week. Knowing this, I realised I couldn’t continue to buy the big brand names – Kelloggs, Nestlé etc, which cost more than the store brands. I also had to change my buying habits for most of my groceries, opting for store options.
Of course, this is a personal decision and will often depend on your budget, your savings goals, and your values.
4. Your Values and Goals
You’re probably rolling your eyes at this one. But like many other things we do, our purchases say a lot about us.
The things we spend our money on often reflects our values, our goals, and our preoccupations.
As I mentioned earlier, social media continues to influence our buying decisions much more than we had like to admit. These days, I see ladies spending on clothes and accessories to the detriment of other areas of their life. They would rather skimp on healthy food to buy a nice wig or accessory.
“When your values are clear to you, making decisions becomes easier.”
Roy E. Disney
Now is the time to allow your purchases reflect your truth. I will be the first to say this is a hard one but not impossible. It takes discipline, humility, and honesty to remain true to ourselves in this area of our life.
What do you consider before you spend?
I have just shared four things that can help with your buying decisions.
Are there other things you consider? Please share in the comments.
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