Our guide to Bristol's New Year sales

After all that shopping to get Christmas presents for other people, now is the perfect time to treat yourself by heading out for the New Year sales. But how do you make sure you don't end up wasting money on purchases you will never use? Suzanne Savill gets some advice from an expert

There is shopping. And then there is sales shopping. The distinction between the two becomes very clear as personal shopper Niki Whittle outlines the best approach to shopping in the sales, and starts talking about the need to do your research, to start early, and to be organised.

It sounds more like preparing for a military operation than popping down to the shops to get a bargain or too.

However, Niki – whose job means that she spends more time in Bristol ships than most – declares bluntly: "Shopping during the sales is a totally different experience to shopping at any other time of year.

"It's not for the faint hearted, and you need good stamina."

Niki, who was a personal shopper at John Lewis before setting up her own business, believes that people need to take a different approach to sales shopping compared to going shopping at other times.

She explains: "Not only do retailers make the most of every available space, cramming the shelves and rails full with reduced stock, but the shops are busier than they've ever been before.

"You'll find yourself fighting other people for car park spaces, personal space and of course, the best bargains.

"There may even be the odd elbow fight. If you find shopping difficult mid season, then shopping during the sales is enough to bring you out in a rash!"

For some shoppers, however, the most stressful time comes when they have battled their way home and look at their purchases away from the backdrop of red 'SALE' signs, only to realise that most of what they have bought is unwearable and unusable.

Niki points out: "Everyone loves a bargain and it's very easy to get carried away in the sales, but a bargain is only a bargain if you actually wear it, otherwise you're just wasting your money.

"The biggest mistakes people usually make when shopping the sales, are buying something in the wrong size because it's a bargain (with the intention of shrinking into it) or buying random items that they'd never normally wear... and never wearing them.

"Statistics show that the average woman will spend a whopping £13,500 on clothes in her lifetime that she'll never wear. I have no doubts that shopping in the sales is the biggest single contributor to this."

Niki says that this is one of her busiest times of the year, but is often the most challenging.

"I find that most people don't start to think about their winter wardrobe until the weather gets cold and as a result, I tend to get quite busy just as the sales start," she says.

"I try to avoid taking clients shopping during the sales, as the stock becomes very fragmented and it's often hard to source the correct sizes. But I often find myself having to.

"Luckily, I've built up a good working relationship with the local retailers over the years and this helps to make it a more enjoyable and successful experience than it might otherwise be."

Even Niki herself admits to having had some sales shopping disasters.

She recalls: "I once bought a pair of really cute Lulu Guinness pumps in the sale. They were about 70 per cent off – such a bargain!

"Only they were a size too small and I could only just squeeze my feet into them. I thought I'd be able to stretch them, but of course I couldn't. I ended up selling them on eBay."

However, she firmly believes there are plenty of bargains to be had by shoppers who take the right approach to the sales.

"I'm always on the lookout for premium denim at reduced costs," she says.

"Other things worth hunting down are accessories, classic knitwear, footwear (in particular a good pair of winter boots) and evening dresses.

"All of these items are in abundance in the January sales, and all are key items for every wardrobe."

Niki Whittle provides shopping services, wardrobe consultations, style parties and holiday wardrobe services. For further information go www.nikiwhittle.com or email niki@nikewhittle.com

Want to make sure you emerge from the sales with a red-hot bargain rather than a cut-price white elephant? Here are Niki Whittle's tips for successful sales shopping:

Do your research. If you know what items you want to buy, start tracking them online before the sales so you're in with a chance of getting your size when the price is slashed. Maybe even ring the store to see if it's in stock before you venture out.

Think investment, instead of discount. Use the sales as an opportunity to invest in good quality items that you wouldn't normally be able to afford.

Get organised. Work out what's really missing from your wardrobe. This isn't the time to try umpteen different outfits on, you need to make a list and stick to it.

Be an early bird. Arrive at the shops nice and early – they are invariably quiet first thing in the day.

Keep focused. It's very easy to get seduced by slashed prices, those bright red signs are very persuasive!

Think context. Before you buy clothing or footwear make sure it goes with three things you already own. If it doesn't then the chances are that you'll get it home, not know what to put it with and never wear it.

Be sensible. There's a tendency to panic buy in the sales, especially as most shops don't allow you to put items on hold while you think about it. If you find yourself 'umming' and 'erring' think to yourself 'do I really love it, would I buy it if it was full price'? If not then put it back.

Check the returns policy. Sometimes this differs during sale time, so check that you can return it if you get it home and change your mind.

Stick to your budget. It's so easy to get caught up in the shopping frenzy and go over budget without realising. Check the price before you hand over your money, and keep a note of what you've already spent.

Listen to your head not heart. If you absolutely love something but think it might not be quite right for you, leave it. Some things just aren't going to suit you no matter how much love them.

There are all sorts of deals to be had in the sales, and it can be a great opportunity to get some bargains for your home as well as for your wardrobe.

It is well worth taking a trip to Gardiner Haskins on Broad Plain, where prices have been slashed by up to 50 per cent, with an extra 10 per cent on some products until January 2.

Other stores with up to 50 per cent off include oak furniture specialists Branches, opposite Temple Meads station; What! at Channons Hill Retail Park in Fishponds, where there is half price Christmas stock plus furniture offers; and Bathroom Village on Winterstoke Road, which has up to 50 per cent off Jacuzzi baths.

For anyone who fancies a day out shopping in the sales, then the major shopping centres at Cribbs Causeway and Cabot Circus offer not only the chance to pick up some bargains, but also a good selection of cafes, plus skating rinks – with Cribbs Causeway boasting the biggest open air ice rink in the South West.

Local shopping centres are also worth a visit, such as the Willbrook Centre in Bradley Stoke, where a branch of Argos opened recently, and Yate Shopping Centre, where a new Tesco Extra store has opened its doors.