We take huge initiatives on Boxing Day, Black Friday, or any other major discount shopping event. We plan for the day, find parking, and line up in front of our favourite stores.
We feel a sense of achievement in securing a good deal. We justify the effort by comparing the heavy discounts with the actual retail price of our purchase.
However, we often oversee the true cost of acquisition. The accurate price must consider the total time spent procuring the given purchase. It may include travel time, waiting time, researching before shopping, etc. If we value our time and add the time spent finding the perfect deal, we may convince ourselves that the deal was not as good as we initially thought.
