Do you ever find yourself turning shopping bags into your own treasure trove and finding comfort and solace in window shopping? Or do you find yourself browsing on your phone for the latest clothing, gadgets or flights to your dream destinations? Welcome to the world of retail therapy, where each purchase is a step closer to the pursuit of happiness.
Retail therapy is generally given a bad rap by commentators and can have a negative connotation. But to varying degrees, we all do this. It’s part of the natural dopamine highs that come with acquiring new things or experiences and the impact that it can have on how we feel about ourselves. Indeed, a study by Atalay and Meloy (2011) found that following a purchase, mood was elevated by both celebratory self-treats and mood restoration, as indicated by the 82% of the sample who only expressed pleasant feelings.
For many of us, retail therapy can be more efficient, practical or even more beneficial than stewing about one’s problems, reading a self-help book, or taking the time and effort to find a therapist. The impact is fast and immediate.
Society creates goods, services and experiences presumably to help advance and better our lives. Getting your hair or nails done, buying that coffee machine, or planning a trip to an exciting new city - is there really anything wrong with spending our money on these things to help manage our stress, connect with others, feel good about ourselves or better our lives?
Rather than dismissing retail therapy as a “quick fix” and dismiss it altogether, let’s discuss instead what psychology tells us on how to optimize this strategy. Indeed, it's important to note that while retail therapy can provide a temporary mood lift, it's not a long-term solution for emotional well-being. Nevertheless, let’s first reflect upon how retail therapy can be used in a responsible manner and for what purpose.
Advantages to Retail Therapy
Emotional Regulation
Modern day life is filled with periods of stress, sadness or disappointment. This is part of life. Sometimes we don’t want to talk about it. Sometimes we don’t have the capacity in the moment to reflect on underlying causes or solutions. Sometimes we just need a break from the negative emotions. Retail therapy can come in hand as a method of regulating our moods, so that we can be in a better space to take more corrective action. The act of shopping releases dopamine which is a neurotransmitter that plays a role in pleasure, motivation, and learning. Simply browsing and anticipating the reward itself is enough to release those hormones, even without fully purchasing the item (Cleveland Clinic, 2021). Therefore, the act of shopping or even considering shopping can provide a quick pleasurable boost in mood, which we all need from time to time.
Perceived Control
When you make the decision to buy something, there is a sense of autonomy and independence that flows. The very act of making a decision about your money, and when those decisions result in tangible changes in your life, gives you a sense of autonomy. This could be deciding to spend money on a vacation, purchasing a new technological gadget, or even getting a new look. You’re empowering yourself to take control of your life.
Self-Care/Self-esteem
Certain purchases can certainly result in a boost to your self-esteem. Engaging in deliberate self-care that enhances your sense of self-confidence can have a lasting and meaningful impact on your self-worth. Have you ever tried on a new piece of clothing, done your hair or makeup in a different way and felt good about how you looked in the mirror? Some may call this vanity, but there is some truth to correlating a person’s exterior self-care to how one feels about oneself.
When Retail Therapy Works Against You
Impulsive Spending
In retail therapy, the allure and temptation of shopping can be exhilarating and provide a momentary escape, however it’s crucial to understand you and your wallet’s limits. Retail therapy can lead to unnecessary purchases and can prevent you from reaching your financial goals or daily needs. The temporary high you receive on a purchase pales in magnitude to the interest upon interest debt payments you make if you don’t spend responsibly.
Social Comparisons
Seeing trends on social media or popular influencers’ curated lifestyle online can influence our views on what we actually need vs. what we want. Not following these trends can lead to the feeling of missing out (FOMO), and may make us feel worse emotionally unless we follow such trends. Simply making purchases to keep up with others will leave you in a chronic sense of lack and an empty bank account.
Avoiding the Underlying Issues
While the word ‘therapy’ may be in the term retail therapy, it is not a suitable form of therapy to treat mental illnesses or emotional well-being. Retail therapy is a colloquial term that typically allows only for temporary satisfaction - the benefits of which fade after the initial dopamine rush. If you’re shopping to deal with underlying problems and stress, and never address those issues head-on, you’re doomed to a perpetual revolving door of negative mood and spending. Seeking help from a professional or through the support of trusted others in these cases is always the best bet.
How to Optimize Retail Therapy to Your Advantage
1. Budgeting:
Setting an appropriate budget every month can help you get the high of retail therapy without breaking the bank. A common idea is to put 5-10% of your income for personal use, however this can vary from person to persons’ needs.
2. Window shopping:
Like a feast for the eyes without the guilt-inducing bill at the end, strolling through stores, admiring the latest trends, and mentally compiling your dream shopping list can still give you that dopamine rush.
3. Mindful shopping:
Rather than seeking temporary relief through retail therapy, mindful shopping encourages you to pause and reflect before making a purchase. Ask yourself if the item is genuinely necessary, if it aligns with your values, and if it contributes positively to your life.
Conclusion
In conclusion, retail therapy can be an effective strategy for stress management and enhancing mental health when used thoughtfully and sparingly. Gaining insight into the psychological processes involved enables people to make use of retail therapy's advantages while avoiding its drawbacks. In the quest for genuine well-being, it's crucial to recognize that retail therapy, while offering temporary relief, is not a sustainable solution; instead, consider exploring healthier coping mechanisms and mindful approaches that foster long-term emotional and financial fulfillment.
References
Rick, S. I., Pereira, B., & Burson, K. A. (2013). The benefits of retail therapy: Making purchase decisions reduces residual sadness. Journal of Consumer Psychology, 24(3), 373–380. https://doi.org/10.1016/j.jcps.2013.12.004
Glad to know the psychological aspects of it!
Interesting!! Unfortunately, I'm a victim of retail therapy too ;;;;
Haha...but retail therapy is so gooooooddddd
Very Insightful!