04 Dec 2025 ‘Tis the Season to Be Patient
With Thanksgiving now in the rear window, we are firmly in the Christmas season. This time of year is associated with a range of emotions, from pure joy and excitement to stress and busyness. One thing that’s impossible to miss are the invitations to spend money. From Black Friday to Small Business Saturday to Cyber Monday, the sales abound. Not only does it seem like there is a daily sale for every store, these “day sales” now stretch across the entire week. Target emailed me that Black Friday sales started on November 23rd, a full five days early! Soon enough we may just have “today is a day that ends in day” sale.
Now, as many people know, I love a good deal. But it’s easy to get distracted by the flashing lights of discounts that pressure us to act now. Retailers ramp up their email frequency because they know that if they change enough variables, eventually something will catch your eye. So, here are a few thoughts on staying patient and intentional during this season.
Buying something you don’t need because it is on sale doesn’t save money
We’ve all fallen into this trap at some point. An item is on sale at what seems like a can’t miss price, and we convince ourselves we will use it eventually. Then, it sits in the pantry or at the bottom of the closet for a while until it is donated or we throw it out. Instead, think about what you actually need or want and make your purchases based on that, not on the size of the discount. Give yourself time to decide whether you truly want the item. One way Megan and I attempt to do this is by having a shared note with items we want and coming back to it days or even weeks later to see if we are still interested. We either realize we do not actually want it that much or it brings more joy to focus on something we both do want.
Discounts are often not what they appear to be
A common marketing tactic is to raise prices before Black Friday and then lower it for the sale, making it seem like you are getting a bigger deal than expected. While there certainly are deals to be had, it is easy to be fooled by thinking an item is on deep discount when really it was the same price last week! There are tools that track retailer pricing to help you know if an item is really a deal or not. The aptly named camelcamelcamel.com will do this for Amazon. Instead of rushing to a decision, take a moment to see whether patience might save you more.
Focus on your goals and what is most important to you
Ultimately, the most important reminder is to keep your financial goals in mind. In a season defined by rush, it is easy to make decisions without fully thinking them through. Sometimes these are small decisions like buying a pair of socks, but oftentimes we can be quick to make a purchase or decision that has a big impact on our financial plan. More often than not, the rush is self-imposed, and we actually have time to pause and reflect.
The historical context of the Advent season emphasizes patience and waiting. This of course extends to much more than just our finances. But, I think in a season often defined by hurry, we can all use a reminder to slow down, revisit our goals, and then make decisions on our own timelines. If you ever feel rushed to make a big financial decision, remember that you can reach out to talk to us at Beacon. We are always happy to chat.
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