To buy


Buying is necessary. If only for the first primary need: food, drink, clothing, footwear and so on. Without buying we would still be living like Adam and Eve. I don't mean the paradise, but naked as a snail or with some leaves tied around us. And that apple that hung there was not bought, but simply picked. . Now let me not digress but talk about how the situation is today and not what it would be with or...if...if. The economy is running and we, like it or not, are part of it. So we buy. That which we need, that which we think we need and that which we simply buy.


Buy and buy more  is fodder for marketing psychology. Our buying behavior is closely monitored by giant companies  who follow and perhaps influence us. Or the big fashion companies that launch trends and we consumers follow that consciously and unconsciously. The Devil wears Prada explains this to us very well.


Of course we are happy with your purchases at Berlano. We are a young company that offers you furniture and accessories via the Internet with enthusiasm. Whether it is a storm lantern, wall lamp, bookcase or sitting area, we are happy to offer it to you. Our sales site is full of satisfying your desire to buy.


But what do we definitely need and what is just buying? The lines between one thing and the other are fading quickly. Because a stain on the sofa bed does not bother one person, but is a reason for another to buy a new sofa bed. Everyone according to their budget of course. The current living conditions here in Western Europe generally allow us to make what I call a comfort purchase, in addition to the purchases for much-needed needs. Purchases that we can afford as a bonus, because it looks good, because it creates atmosphere, because we like change. Not to mention that it feels good if we can afford to make that perhaps unnecessary and subjective purchase. A good example are the traditional Dutch flower shops. Most of us will be familiar with the “bouquet of the week”. My parents used to have limited resources with three children, but almost every week there was a bunch of flowers on the table. I am still talking about the period of the guilder. A Rijksdaalder or five guilders for a bouquet. It was not necessary per se, but it did give something: a cozy look and something fresh. There's no denying that this falls under the comfort-purchase chapter.



Between all those words  you may have already read it: satisfying purchases, subjective purchases or if not primary  and then what? The need to buy, shopping or even looking at shop windows are things and matters of today. It has become a cultural phenomenon. The word shopping is a fairly new word and I think it means that we have the need to go out and see things and whether or not to buy. So it's kind of an excursion. Not to the Veluwe but to the city center or on the couch with a tablet or PC on your lap.

Occasionally it bubbles and bubbles inside and we have the feeling that we want (have to?) buy something. With one it's a new nail polish, the next a rustic garden sofa and there are the buyers who redecorate their entire living room. Kind of like spring cleaning, but a little more radical. In the three cases mentioned above it will usually not be about absolute necessity but about the feeling of new, different and change with the result that satisfying feeling. Impulses that we give in to and feel satisfied with and hopefully can and continue to enjoy afterwards.


I am quite reluctant to make purchases, but if I have had an excellent meal in a good restaurant, I am happy to pay the bill and walk out satisfied. My furniture from days gone by has traveled with me all over Europe and the 4 chairs and table my grandparents got from the Red Cross in World War II have survived to this day. I'm not a very good buyer and I'm attached to my stuff. My sister liked to buy it. With good taste I must say. She was not tied to her belongings or furniture and after a while could quietly put them away or give them away. The charities benefit from it. She could be happy with a new carpet as well as with a suction cup washing-up brush that stayed upright while washing the dishes. So everyone has their own buying habits and needs.



Compensatory buying behavior will not be unfamiliar to us and it does not necessarily have to generate a negative thought. Everyone will have weak and strong, sad and happy moments in time.We know that buying happiness is not possible, but that one moment of being happy and forgetting your problems is sometimes nice   Same with impulsive buying behavior. You probably don't need it, but when you see something nice or beautiful  you want it and give in to that urge. And the happiness hormones then do their job in your head. Compulsive buying behavior is of course a chapter in itself and is quite far-reaching. That compulsive buying is no longer in the order of pleasure and comfort. This goes much further and can have far-reaching consequences and is happy to leave this to the professionals.


Everything depends on budget of course. If you have €25 to spend, it is not the intention to impulsively buy a leather seating area with a matching ottoman, but it is better to stick to a beautiful candle or a colorful bunch of flowers. A good friend Kitty used to say, before you buy, ask yourself if you really need it and then if you can afford it. She was absolutely right, of course, but that doesn't mean you shouldn't spoil yourself or someone else every now and then. Pamper yourself with something tangible or with a simple gesture. And so the world continues to turn and as long as you keep buying, we can sell at Berlano.


Fact: Armchair. A French word that is also used in our country. Before the French used the word armchair, the Frankish faldi stôl and the High Old German word fald stuoi, or folding chair, existed. It was indeed in folding chair that developed over the centuries as our armchair or “lazy chair”



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