Shopping is our job, but it is also our recreational sport. We think it's fabulous that Dubai celebrates it with a festival of sales. We spent the first week of the shopping festival casing out some of the major malls - BurJuman Centre, the Dubai Mall and Mall of the Emirates - to help you become a stealth shopper from now until February 15. You might have your own plan of attack, but here are the general rules we follow:
- Decide what you want before you enter the shop: This rule applies to any sale. It is easy to get carried away with a good bargain, but don't let it blind you. A deal is only a deal if it is something you need or desire. You can, of course, adjust your plan if you discover something you really love, but keep your wits about you when you do. - Survey the territory: Do not dive into the first shop you see. Walk around. Look in the shop windows first: some have huge signs offering 50 to 70 per cent off; some have small plaques that modestly announce "DSF discounts"; some higher-end stores have no sales advertised at all. If it is not clear, do not be shy to walk in and ask, "What is on sale for the shopping festival?" Once you have decided what is worth your time, descend.
- Walk away from token sales: Watch out for stores that are not offering big bargains. This is a shopping festival, after all, not some mere sale sideshow, so leave behind shops that are not seriously stepping up to the plate. If you spot a small, picked-over rack of clothes from two seasons ago at the back of the shop, or if you are offered a pseudo "promotion" instead of an actual discount, turn on your heel and walk out. You will find better.
- Ask questions: Chat up the salesperson. To make sure you are not buying something that is more worthy of an outlet sale, ask "What season is this from?" or, "How long has this been on sale?" To find out whether there could be a deeper discount in your future, ask "Is this the lowest price it will be?" - Be decisive: When you have found the item you want and the bargain is fair, do not leave it behind. Here's a helpful exercise: imagine returning to the shop, only to find that what you wanted is gone. Do you feel devastated? If so, buy it. If not, let fate be the judge.
- Take breaks: Fatigue is the enemy of the smart shopper. You will find yourself buying shoes just to relieve your feet or making irrational decisions to get out of the shop. Go for coffee or dinner, and wear flats so you can go the distance. - Do not forget about the promotions: Many of the malls will enter you in raffles for big prizes if you buy a certain amount at their shops. Keep your receipts, and check with the information desk before you leave.
For more information on the shopping festival, go to www.mydsf.com