With holiday spending in full swing, the shopping frenzy can feel inescapable. But a growing trend is encouraging consumers to step back and rethink their approach. Sarah Stockdale, founder and CEO of Growclass, calls it “slow shopping,” a concept centred on deliberate, intentional purchasing decisions.
“Slow shopping is about removing yourself from the manufactured urgency that marketers often create,” Stockdale explained in a recent interview. “It’s about focusing on what you genuinely want and need, and investing time and research into purchases that will last, rather than succumbing to the frenzy of sales events like Black Friday or Cyber Monday.”
Stockdale emphasized how pervasive marketing tactics can pressure consumers into feeling a false sense of urgency. “Many of these discounts are inflated,” she pointed out. “Amazon sellers, for instance, may raise prices in anticipation of a sale, so you think you’re getting a great deal when you’re not.” Tools like Honey or CamelCamelCamel can help shoppers verify whether a discount is truly worthwhile, she added.
Resisting the Frenzy
For consumers looking to slow down, Stockdale advises simplifying their digital environment. “Unsubscribe from email lists that encourage impulsive buying,” she said. “It’s a small step that helps reduce exposure to urgency-driven marketing.”
She also highlighted the importance of aligning purchases with personal values. “Small businesses need your support. Ask yourself: is the way you’re shopping aligned with your values? Are you buying things you’ll love and use for a long time, or are you chasing a quick dopamine hit?”
Caution on ‘Buy Now, Pay Later’
One popular trend, the rise of “buy now, pay later” services, also caught Stockdale’s attention. “We’re in a challenging economy, and these services, like Klarna, appeal to consumers by making purchases feel more accessible,” she noted. However, she cautioned against over-reliance. “If you can’t afford something now, it’s worth reconsidering. These schemes can impact your credit and financial stability.”
Building Trust in Retail
In today’s fast-paced retail landscape, trust plays a critical role. “With tools like Shopify and Klaviyo, anyone can launch an e-commerce store quickly,” Stockdale explained. “For brands, it’s crucial to build lasting relationships with customers by respecting their time and delivering real value.”
Holiday Spending Trends
Despite economic challenges, surveys indicate consumers are spending more this holiday season. Stockdale attributes this to societal values tied to spending. “We’re constantly told our worth is tied to how much we spend on our loved ones, especially during the holidays,” she said. “Breaking that narrative is difficult, but it’s essential to resist the capitalist machine that drives this mindset.”
About Growclass
In addition to her insights on consumer behaviour, Stockdale shared her work with Growclass, a six-week growth marketing course and community. “We’ve built a network of over 1,500 marketers globally, helping them develop skills to grow their careers and economic impact,” she explained. “We want people to feel empowered in their purchasing and professional decisions.”
For Stockdale, the message is clear: slow shopping isn’t just about saving money; it’s about fostering a more intentional and value-driven approach to consumption.
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