In today’s modern world dominated by consumerism, a Deloitte study illuminated that nearly 80% of participants admitted to indulging in at least one mood-boosting splurge purchase every month. The inclination toward retail therapy comes as no surprise, especially in our society, which places significant emphasis on material possessions. Instead of valuing practicality in purchases, the allure of retail therapy lies in the emotional resonance of the act itself. The term, quite literally, implies finding joy through purchasing an item. While the items bought may not add tangible value to one's life, the psychological impact of the act is profound. This article delves deeper into the effects of retail therapy.
Chemicals behind retail therapy
Endorphins and dopamine are released during each purchase. Before money is even spent, dopamine is already released in our brains due to the possibility of a reward. Dopamine is a neurotransmitter that enables us to feel good, which lasts for a long time, even after purchases. Dopamine can also be released in online retail therapy when customers add their purchases to their shopping carts. Endorphins are also released before the purchase due to the anticipation of purchasing something. Its release is continued well after the item has been acquired.
The motivation behind retail therapy
One may think that “revenge spending” is the primary motivation behind retail therapy; after Covid-19, there was an increase in the purchase of goods and services. However, while revenge spending may be driven by a desire to seek retribution or satisfaction in response to past limitations, retail therapy focuses on the positive aspects of acquiring goods or experiences. Individuals engaging in retail therapy seek to uplift their mood, alleviate stress, or reward themselves for personal achievements. Hence, as retail therapy aims to enhance one’s well-being, it is often associated with the pursuit of delight.
Positive effects
Firstly, it empowers one to feel in control of their actions. According to a study by the University of Michigan in 2014, purchasing things can be up to 40 times more effective at giving someone a sense of control. This is because choices and outcomes inherent in the act of shopping give one control, making them feel like they are in control of their own life instead of feeling helpless about their fate.
Secondly, it serves as a distraction from anxiety. Sensory stimulation from the bright lights of shopping malls and colorful displays on windows create an imaginative experience that makes us forget reality for a short while. This is also applicable to online shopping, where the aesthetically pleasing shopping website enables us to project ourselves shopping in attractive environments.
Thirdly, the act of saving up is therapeutic. Saving up for a product creates something to anticipate. This then generates excitement, releasing dopamine.
Retail therapy vs shopping addiction
However, there is a fine line between retail therapy and a shopping addiction. Shopping addiction is usually fuelled by negative emotions, with a desperate need to escape reality. Signs that indicate a shopping addiction include:
Facing financial issues due to excessive spending
Spending a lot of time thinking about or searching for items you don't need
Neglecting other responsibilities to shop
Having the urge to purchase similar items
Experiencing relationship problems due to spending habits
So how does one utilize retail therapy moderately so you reap the benefits and not the drawbacks of relying solely on retail therapy? Here are some things to keep in mind:
Tracking of purchases. This can be done using an Excel sheet to keep track of what you have purchased and your budget, ensuring you don’t overspend
Shop wisely. Before you put an item into your shopping cart, think about the utility and necessity of the item in your everyday life.
Find other ways to distract yourself in replacement of retail therapy. This can include exercising, reading, or meditating.
Works Cited
Cleveland Clinic. (2021). Why Retail ‘Therapy’ Makes You Feel Happier. [online] Available at: https://health.clevelandclinic.org/retail-therapy-shopping-compulsion.
Danziger, P.N. (n.d.). Why Retail Therapy Is So Therapeutic. [online] Forbes. Available at: https://www.forbes.com/sites/pamdanziger/2023/05/15/why-retail-therapy-is-so-therapeutic/?sh=5d5817a96911 [Accessed 30 Jan. 2024].
Smiley, J. (2022). Retail Therapy: Can It Be Helpful? [online] Verywell Health. Available at: https://www.verywellhealth.com/retail-therapy-5217208.
Tan, S. (2021). Is Retail Therapy for Real? [online] WebMD. Available at: https://www.webmd.com/balance/features/is-retail-therapy-real.
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