Retail Therapy? It’s a thing!
Ever heard of the phrase “retail therapy”? I’m sure you have! But did you know that there is actual scientific data behind this and that retail therapy indeed has measurable effects on our mood and emotions?
Research conducted into consumer psychology and behavioral science shows that shopping can serve as a short-term coping mechanism for stress, anxiety, and sadness.
So, how does retail therapy actually help?
1. Improves your mood - A study published in the Journal of Consumer Psychology (2014) found that shopping can restore a sense of personal control and help with feelings of sadness. In the study, participants who shopped experienced a greater sense of autonomy and reported improved moods compared to those who only browsed.
2. Dopamine Release - Neuroscientific research suggests that shopping can trigger dopamine release in the brain, the same neurotransmitter associated with pleasure and reward.
3. Stress Reduction - A study in Psychology & Marketing (2011) found that retail therapy can act as a self-regulation strategy, helping people manage their emotions by providing a sense of comfort and distraction from negative feelings.
However, while retail therapy can provide temporary emotional relief, excessive shopping as a way to cope with stress or sadness can lead to financial problems and compulsive shopping behaviours, which is exactly what we want to avoid. This is where the line between healthy retail therapy and problematic shopping is drawn.
So, how can we keep it balanced without overspending and being drawn into impulse purchases?
1. Set a budget (and stick to it!)
2. Shop with a list (I am a huge advocate for this and always advise my clients to do this)
3. Choose small but meaningful purchases (a good book you’ve been wanting to read, a candle, a nice meal out)
4. Use shopping as a reward and not as an escape! This makes the retail therapy feel intentional and positive!
So, what are your thoughts on this and are you prone to a bit of retail therapy yourself?
