Is It Retail Therapy or Avoidance Spending?

Have you ever wondered why buying something can feel so good?

We’re all guilty of making the occasional unplanned purchase to make ourselves feel better when things aren’t going our way, and there’s an explanation for why retail therapy feels like self-care. Shopping to improve your mood or to avoid some emotional distress is therapeutic for lots of reasons: it releases endorphins (the happy hormones), gives people a sense of control, and provides a stimulating distraction – all effective ways of feeling less sad.

But unplanned purchases can cause financial stress, and when shopping becomes the first coping mechanism in your toolbox, it’s putting a band-aid on an underlying issue that no amount of retail therapy can heal. And for some people, shopping is an addiction. Over-consumerism is bad for both your wallet and the planet, potentially causing more emotional distress in the long term. So, if you often find you’re making purchases you can’t afford or feel like you can’t stop shopping, it might be time to re-evaluate this part of your self-care routine.

But guess what? There are so many budget-friendly ways to meet the same emotional need without overspending during retail therapy. Some are harder, like replacing shopping altogether with a more positive behaviour, goal, or hobby, but others are just little tweaks. Small purchases can scratch the same itch as big ones, as can saving up over time for a bigger reward. The anticipation of a purchase is enough to trigger a dopamine surge, even if you eventually put it back on the shelf.

Your shopping habits can be a good measurement for your emotional health, so learning to notice and understand your spending is a great way to keep tabs on yourself, stay on track with your budget, and protect your finances from their biggest enemy: you.