Once every few months my heart flutters when I walk down the high street and see those shiny red SALE signs in the window. I pick up my pace lest any other shopper has already had a head start on flicking through the hundreds of rails filled with, what in my head, are priceless bargains and one off wonders.

Normal shopping morals are left at the door and it's an all out fight to get to the best items first - that woman nabbing those 30% off heels in the last size 6, she's the enemy. Better yet, in recent years, the night before the sale email has created the same feeling at home, beating out those other evil cyber shoppers to get the best of the online merchandise, much to the disappointment of my savings account.

But today, when trying on a white dress at half it's original price, and contemplating buying it despite a) white has never suited me, b) it was dry clean only and c) definite makeup marks on the hem, the dangers of sale shopping hit me. In reality, we all know that sales are a sneaky marketing ploy - we all know we'd never buy most of the items at full price, and even discounted, the store is probably making a monstrous amount of profit. What's more, the ecstasy of gaining a good bargain and saving money is taken away when you walk out the door with a huge receipt stating you've spent more then a month's worth of wages on clothes that will probably end up in the back of your closet, or in that never ending "just in case" pile. Needless to say, with Britain heading back in to recession and panic setting in once more in the retail world there's sure to be more and more "deals" hitting the streets and your mail inboxes - it seems impossible to go a day without a discount code or sale email waiting to reel you into the latest web sales.

My advice? Don't go crazy; if there's something you've had your eye on for a while, go for it. If not, try and think whether you'd buy it if it was full price - if the answer is no, leave it and use the money towards next season's pre-collection; we all know summer weather doesn't last long in England anyway so it's worth waiting and investing in a chic jumper when August ends.