Brian Ripp ~ Your Bay Area & Fremont Real Estate & Financial Agent

These days, everyone is trying to keep a better watch on their money.  But if it seems like all you’re doing is watching your slip through your fingers, it may not be entirely your fault.

Marketing expert and author of “Buyology” Truth and Lies About Why We Buy”, Martin Lindstrom says that “we are much more seduced by outside factors when shopping than we think we are.”  And numerous studies seem to back up this idea that consumers may not have as much control as they think over how much they spend.

So what can a thrifty shopper do to put a halt to unnecessary spending?  Here are some factors that can influence your spending and how to avoid these pitfalls:

• Shopping while hungry – if you’ve ever gone to the grocery store on an empty stomach, you know how quickly you can fill up a cart!  But hungry shoppers may also have a bigger appetite for buying clothes and other merchandise, not just food.  Lindstrom notes that some stores introduce such scents as cinnamon and vanilla with the hope of making customers a little hungrier and triggering their urge to shop that much more.  So if you feel your stomach rumbling, stay away from the store.
• Shopping while sad – consumers are more likely to spend greater amount when they are feeling sad because they feel more desperate to satisfy their urges and cheer themselves up.  Instead of turning to retail therapy for a pick-me-up, try boosting your endorphins through exercise.
• The size of your shopping cart – it may sound sill, but the larger the size of the shopping cart, the greater the likelihood that you will spend more.  The smaller carts might be harder to find, but it is worth the search when you reach the register.

Key points

• The new year is a great time to reevaluate where you stand financially.

• Consider these five resolutions to reshape your finances in 2010, including tips on budgeting, estate planning and more.

• Helpful information for everyone, regardless of age or income.

It wouldn’t be the new year without resolutions. But whether it’s trimming your waistline or firming your financial profile, the key isn’t making the list, it’s sticking with it! That’s particularly true now, given the recent bear market and economic downturn.

Here are five steps to get you started. You don’t have to do everything at once. Just get going. We believe that, as you move from one step to another, you’ll feel stronger—and closer to achieving your goals.

  Resolution No. 1: create a budget for life Financially speaking, life can be viewed as a series of cash inflows and outflows. Saving and investing during your working years should hopefully lead to a rising net worth over time, enabling you to achieve many of life’s most important goals, like funding your retirement. Creating your own budget and net worth statement can help you build your road map and stay on track, even during tough times.

  Resolution No. 2: manage your debt Debt is neither inherently good nor bad—it is simply a tool. For most people, some level of debt is a practical necessity. That said, problems arise when debt becomes the master of the borrower, not the other way around. Here’s how to stay in charge.

  Resolution No. 3: invest with a plan Getting better investment results are a goal we all share. But investing is a means to an end, not an end unto itself. So stay focused on your goals. Create a plan that will help you stay disciplined in all kinds of markets. Follow it and adjust it as needed.

  Resolution No. 4: prepare for the unexpected Risk is a fact of life. Your financial life can be upended by all kinds of nasty surprises—an illness, job loss, disability, death, natural disasters or lawsuits. If you don’t have enough assets to self-insure against major risks, resolve to get your insurance in shape.

  Resolution No. 5: protect your estate Without an estate plan, the fate of your assets or minor children may be decided by attorneys, government bureaucrats and tax agencies. Taxes and attorneys’ fees can eat away at your estate, and delay the distribution of assets just when your heirs need those most. Here’s how to protect your estate—and your loved ones.

Finally, remember you don’t have to do everything at once. Take one step at a time. Make some real progress on your journey in 2010.