Deep discounts can result in overspending and purchasing unnecessary items. Here are tips to save without going overboard. Retailers tend to center holiday sales around items like electronics or clothing... which makes it appealing to consumers.        Assistant professor of marketing at CU Boulder Ying Zeng - says holiday shopping falls under a one time big purchase -- which makes us - the consumers - less price sensitive.        We see it as a special occasion expense .. outside of our regular budget... but sometimes that can lead to overspending.       Zeng says consumers tend to also downplay the effort required to earn that money back in the future...by believing they can make up the difference later which overlooks the *true cost of our purchases. More local videos here: https://youtube.com/@9news Subscribe to NEXT: https://youtube.com/@Nexton9NEWS Stay connected: 9NEWS Website: https://www.9news.com/ Facebook: https://www.facebook.com/ilike9news Twitter: https://twitter.com/9NEWS Instagram: https://www.instagram.com/9newsdenver/ Download the 9NEWS App: https://www.9news.com/appredirect/ Sign up for the 9NEWSLETTER: https://www.9news.com/email 9NEWS (KUSA) is located in Denver, Colorado.