Two-thirds of us still think about an item we wish we'd bought

Whether it’s those cowboy boots, the limited edition vinyl or that vintage lamp, most of us have that one thing we really regret not buying.

And it seems this is a more common phenomenon than we might think.

According to new research from the O2, two-thirds of us (64.8%) still think about an item we wish we’d bought… but didn’t.

It’s clear we don’t back our own decisions – and let’s face it, who hasn’t sent changing room pictures to a group chat to get a second opinion on a garmet?

In fact, 80% say they would have bought something if they had been with someone who’d backed them up and given them positive encouragement.

But our need for reassurance doesn’t end here – as 71% of Brits are more likely to make a purchase if someone compliments them while they are trying it on.

To tackle this universal problem, the O2 has even gone as far as to launch a new pop-up initiative this week where people can book their own ‘hype squad’ team to motivate them while shopping.

But how can you ensure you don’t let self-doubt take over when shopping in the future?

‘A lot of our purchasing is about confidence,’ explains sustainable stylist Alice Nichol – especially when it comes to clothes shopping.

‘Confidence that we can wear it and confidence we actually know what to wear it with. 

‘The purchases that we wish we had bought can often be the statement, “wow” pieces that we know we would have received some comments from friends on or the item that, when we tried it on in the fitting room, in just felt amazing.

‘We often don’t buy those pieces because we are worried those comments from friends may actually be negative, which is where the self-confidence comes in.’

Alice has shared a few tips on how to back yourself when hitting the shops when your friends and family aren’t around.

Alice’s tips on being more confident shopping:

Smile at yourself in the mirror

Alice says: ‘While you are in the fitting room smile at yourself. It sounds crazy but it works.’

Take a photo and hold the item for 30 mins

‘Take a picture of you in it and ask the fitting room assistant to hold it for 30 mins,’ she adds.

‘Walk out the shop, go somewhere else or go for a coffee. Look at the picture and really think about how YOU felt in it. If you know you felt good, like you then go back and buy it. 

‘If you cannot hold the item make sure you can buy it online.’

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