Patagonia ran this ad on Black Friday. Sales shot up 13 percent over the previous year.

Nothing like deprivation to muddy up your understanding of “want” vs. “need.”

For instance, here’s a sampling of items I’ve considered “needs” over the past two weeks: new sports bras, shower curtain, new couch pillows, lime-squeezer kitchen gadget, iPad case, duchess satin bridesmaid dress, cat scratching post, and a handmade silver ring shaped like a poppy. This is doubly remarkable, as I’m not really the shopping type. But I’m also in the middle of a self-imposed No New Stuff May, and we all know what happens when you start branding the fruit forbidden.