The shopaholic's guide to buying

‘Shopping'. A near magical word for many woman. Add to it the words ‘sale' and ‘bargain' and hysteria immediately ensues.

What is it with women and shopping? According to some experts it may well date back to prehistoric times... way back when the ‘weaker sex' had to gather and collect items for the entire family while her ‘better' half was out hunting mammoths. Out we went, collecting berries, gathering hay for bedding, fixing clothes from left-over leather and what have you. It seems we pretty much have collecting and gathering in our blood, together with a bit of the thrill of the hunt as well, mind you!

And now, knowing that it is at least partly genetic, we also have confirmation that shopping is good for us. Retail psychology expert professor Alex Gardener has been quoted likening shopping to therapy: "Shopping is immeasurably good for people's self-esteem," he suggests. "The power of plastic and the deferment of payment makes the users feel in control. This control feeds and raises self-esteem which is one of the key goals of therapy."

He even suggests that in addition to boosting self-esteem, retail therapy also counts as physical therapy: "The thrill of shopping releases oxytocin, which reduces blood pressure and anxiety and encourages ‘tend and befriend' behaviour in response to stress, as opposed to the more damaging ‘fight or flight' response".

But, hey, we always knew that shopping was good for body and soul, but alas, not necessarily for the bank balance. With sales and bargain deals to be had nearly all the time, a little preparation and thought can ensure that shopping is good for you all around, including for your budget. Yes, I know I said ‘bargain', but put your handbag down again for a moment and read on.

On the day

First, decide what to wear: remember you are going to be in and out of changing rooms and in and out of clothes all day. So comfort and ease is key. Bear in mind what it is you are shopping for - if it is just tops, you may as well wear your favourite shoes even if they have dozens of hoops and loops. But if you are likely to take off the whole caboodle every time you hit a changing room, consider slip-on shoes or flip-flops. Also, ensure you sport bottoms that can be taken off and put on with ease, and tops that you don't have to pull over your head as otherwise your hair will end up looking like a crow's nest after only a couple of changes. As for accessories, wear the bear minimum as they can get in the way, get caught in the fabric or clash with the outfit you are trying on giving you the wrong picture.

Also consider your innerwear. Wearing black when you are likely to try on a floaty white summer dress is a no-no. Go for nude shades and smooth fit and consider taking tights with you if you're shopping for an evening dress. An evening dress tends to look funny worn with socks!

Despite all the comfort, dress to look good as you will be hitting a wide range of shops. Looking and feeling good as well as liking yourself in new clothes all go together.

Jason Lee Coates, head buyer, ValleyDez, Dubai, suggests: "Wear clothes that are comfy and will allow you to change in front of a mirror - maybe even outside of a changing room. A tank top and tights always work well, maybe worn under a jacket and skirt."

Want to take your man?

Next thing to consider is whom to take shopping. No one! You know that men have the attention span of a gnat when it comes to shopping. While one eye is fixed on the purse, the other has an expression of pain and boredom as you ‘pop' into yet another shop. A study conducted in Germany recently has shown that 80 per cent of men hate shopping and researchers blame it yes, yet again on evolution. They are programmed to hunt for one thing and one thing only. They don't understand ‘browsing' (unless of course it's got to do with the internet). So do both of you a favour - leave him at home! Jason agrees: "Never go to a sale with your husband (unless he is paying). Men hate watching women go crazy over a sales rack." The same goes for your best friend. However great it is to get a second opinion at times, she'll slow you down, fight you for the best pieces and distract you. Remember you're on a mission. But no harm in meeting for a coffee at half-time.

Plan your route. In Dubai, the city of malls and one-way systems, a detailed plan of attack is a must. If you have a favourite mall that houses several of your most-loved shops under one roof, start there, but be realistic and think of your feet as well. Scouring more than one mall in a day is not going to happen unless you plan a decent lunch break, preferably with a foot massage thrown in, before you set off again.

Hitting the shops

Once in the mall, try not to lose focus with all the discount signs that greet you. It is important to concentrate and prioritise at this stage. Stick to your list and budget and you can make the best of some of these special bargains. Wander through the top-end designer stores first to get an idea of what styles and colours are in and then look for similar clothes in the shops which relate more to your budget.

Dubai-based fashion designer Ayesha Depala suggests: "Buy the things you really need first, and then enjoy trawling the shops for all your treats later!"

Also know what fits and suits you. Professional stylist and shopper Kelly Lundberg from Divine says: "Be confident about your body shape. Know your own figure shape and what style works for you, this will ensure that you reduce, if not eliminate, the number of bad purchases you may be at risk of buying. Avoid following trends that do not suit you or your lifestyle. Clothes that look amazing on models such as Kate Moss, may not necessarily look as good on you."

But don't just trawl through shops which normally suit your budget, because most of the time you can afford to pay full price there anyway. And keep in mind that a bargain is only a bargain if it fits. Remember all those ‘bargains' which you bought because you were either going to get them altered or slim into them, but never did either? Nobody knows what size is on the label (you are shopping on your own, right?), so get something that fits. If you do lose the weight you've been trying to shed for the last three years, great, go out and buy yourself something new. Until then, stick to what fits now.

Find a tailor

As for the tailoring, great idea, especially with Dubai teeming with excellent - and some average - tailors. If it is simply the length that needs adjusting, go for it. However, if the shape is all wrong and needs taking in at the bust or waist, or if the sleeves need adjusting, it's not a bargain any more, especially because you will end up forking out a tidy bit for all the alterations.

Next thing to be aware of is the shopping-rush. Once you've literally bagged a few bargains, it's easy to be on a ‘high' and lose all perspective. Just like that sugar rush you enjoy after scoffing a few of your favourite choccies. Most of the time it ends in tears: you get a great big low after the initial high. You regret that you succumbed in the first place and wish you could turn back time. So just be careful.

And remember your raffle tickets - most malls will tempt you with a chance to win a dream car - so fill in your coupons and win ‘him' that car. That may ease his distress when the credit card bill eventually arrives. And do check on the shop's return policy.

Jason warns: "Usually for a sale there is no exchange and no refund. I think as a general rule you should keep this in mind and not buy anything you are not 100 per cent sure about."

But, most of all - enjoy yourself! Shopping is a girl's thing and we are genetically predestined to love it. Plus it's therapy! And, is there anything better than coming home and unpacking all your goodies and starting to plan the occasions when you are going to wear them all?

The top shopping tips by those in the know

Ayesha Depala says: "I suggest buying the classic, timeless pieces during a sale, as these will not date for a long time, and you will have found yourself a true bargain."

Jason Lee Coates advises: "Nothing that is on sale now will be trendy next season - that's the point - but you can be smart about how you shop. Classic pieces with a twist always work well. Voluminous shirts are great for next season; anything military or army green; chunky or oversized jewellery and quirky floral prints will work perfectly for next season."

Kelly suggests: "Be creative, it is far better to work with less - but good - items in your wardrobe, all of which you will look good and feel fabulous wearing."

Mariya suggests these must-have wardrobe items to look out for: a little black dress; blue jeans; a comfortable everyday handbag; a kaftan and a fabulous pair of stilettos.