While we might think our favourite shops are doing us all a favour by slashing prices, don't be fooled: there are tactics at play.Retailers employ tricks to encourage us to head to the till - strategically placed lighting, the right music, complimentary staff - but we're often more susceptible to these tactics come sales time when there's a bargain to be had.Here are tips for navigating the psychological tricks retailers use :Always shop aloneBe aware of Fomo [fear of missing out]. You think you desperately need that off-shoulder top, but you're more likely scared someone else will nab it first. If we fear something might run out, even if we don't want it that much, we're more likely to purchase. Consumer psychologist Dr Dimitrios Tsivrikos says it's important to shop alone and at quiet times. "If you see someone buying something, you feel you're missing out. Go when there aren't many customers so you don't feel pressured by other people."Don't hit the sales when you're hungryDon't go bargain-hunting on an empty stomach. "Studies have shown that people spend 64% more money on fashion and electronics when they're hungry," says consumer psychologist and founder of Style Psychology Kate Nightingale.Head online for a more considered approach to sales shoppingYou're not as easily distracted online as you are in the real world.But don't do online sales shopping in bedMost importantly, don't drink and shop and don't shop online in bed: "You're very relaxed and tired and you can't think carefully." ©The Daily Telegraph..