The proliferation of limited-edition products can result in impulsive purchases, but what is it about the tag that makes items seem so much more covetable?

ILLUSTRATIONS: ELLICE WEAVER

How often do you spy things you’d like to buy? And how often do you snap them up straightaway, rushing into the shop or adding them to your digital basket, in the blink of an eye? The chances are that most people frequently chance upon desirable items but fewer feel the need instantly to make an immediate purchase. They might return home and see if it will really fit with their decor or close the lid on their PC and ponder whether their budget can take the hit. Unless, that is, the item is tagged ‘limited edition’. Here, they’re instantly plunged into a situation where time is of the essence – either the window of opportunity for buying is restricted or the product has been made in deliberately restricted quantities. Suddenly, that period of contemplation is removed. Instead, there’s a pressure to buy.

Limited-edition items, be it a repackaged lipstick or brand collaboration on a watch, are appealing because they promise exclusivity. More than that, they’re special. There’s something stimulating about owning an item that cannot be bought by anyone else, making it feel unique and aesthetically pleasing. It might even carry sentimental value, too, if you associate happy memories with the item. There’s also the possibility it could be a shrewd financial investment if its value increases in the future. These are all valid positions and limited-edition purchases can be emotionally and financially rewarding when the reasons for them are well considered and they don’t break the bank. But sometimes there’s more going on in the brain than is realised.