Retail Therapy
Ah yes, retail therapy. The thing so many of us do when we are having a bad day or stuck in a crappy situation. Have a bad job? Buy a new top to wear to work. Hate your tiny little apartment? Buy some new curtains to make it feel more luxurious. It feels as if all of our problems in life can be solved simply by purchasing something new; really these are just bandaids, and not actually helping anything get better.
I am the worst when it comes to retail therapy. Probably because I like shopping and fashion so much to begin with, it feels like a safe and happy place to turn to when life sucks. I am definitely not a shopaholic (yes its a real thing) but I definitely find myself doing some looking for new clothes when I have a particularly bad day. Since I am currently on a spending freeze, I started to wonder about the reason so many of us reach for our credit cards when shit hits the fan. There seems to be the obvious “look good, feel good” argument, but since so many people do it, I figured there had to be a more psychological reason.
Now, this isn’t the same thing as the well deserved splurge. Did you get a raise? Sure why not buy yourself a new purse to congratulate yourself for all the handwork you put in to get there. Finally get yourself out of the awful studio apartment you were living in when you had no money? Of course get yourself a new bed spread for your new apartment. Those are the little things we can do to spoil ourselves when things go right, and that is perfectly normal and fine! What I am interested in is the part of our brains that say “wow, what a truly terrible day, you should buy some new shoes.” Apparently, a lot of other people have wondered the same thing.
One reason we tend to shop when things go wrong, is that is gives us a sense of control. People were shown to have spent the most money on non-essential items right before big life changes, such as getting married or having their first kid. By doing this people gain a sense of control over something, even if it’s small, when something big and crazy is happening. The same is said for people who anxiety shop: maybe you can’t fix the thing causing you so much anxiety, but you can buy a new purse to help ease the pain. One study even showed that occasional retail therapy was beneficial and proven to give people longer life spans. Notice, however, that I said “occasional”, and not “every time something goes mildly wrong in your life.” If you find yourself getting anxious when not shopping and spending money, it’s time to look into a deeper cause of why this is causing you so much grief. (Huffington Post)
Shopping can also be a way to show a progression of moving on from an old life to a new life. Women tend to buy all new bedding after getting divorced, or moving into their first home. The first thing people often buy once they get a newer or better job is a new car. It can be a symbol of how you have moved on from where you were and are now somewhere much better and amazing. It can also help people visualize where they are headed. This is the main reason behind prepping a nursery so early in advance to actually having the baby. While it is practical to get a baby’s room ready before it arrives, it also helps the parents visualize what having the new addition in their lives looks like. It’s basically like a real life vision board. The same idea applies to parents and teens over-buying when the child is going off to college for the first time. Over prepping and visualizing every single need helps people feel more in control and ready for what is about to happen. (Psychology Today)
As I previously alluded to, the “look good, feel good” reason for shopping is also true. Buying clothes for a new job, a new outfit for a first date, or a new outfit for any big reason is also backed by actual psychology. Clothing has a real effect in how we act and how we carry ourselves. This was proven by a study where one group of students were asked to wear white coats traditionally associated with doctors to take a test, while the other group of students wore their regular street clothes. The students in lab coats did much better on the exam than the students in regular clothing. The downside of the “look good, feel good” mantra however, is that people really do judge others based on what they are wearing. If your clothing looks cheap or somehow “less than” compared to the others around you, that will often be judged over the actual merit of what should be being judged. (Psychology Today)
Shopping can also boost creativity. Most people who love clothing and fashion, or interior decorating, treat the pieces they procure as artwork. It is as valued to them as a piece of art and placed in the room or the closet with just as much care. Most people also have a certain aesthetic or love creating the aesthetic somewhere and by shopping and adding to the collection, it boosts creativity in other parts of their lives. Fashion is also a form of personal expression and creativity, which as you can imagine, also has a positive impact on mental health and being creative. (Psychology Today)
Last but not least, shopping can provide a social connection. When you have had abad day, or are in a rough patch in your life, shopping can make you feel like you are part of a wider community that gets you and understands you. Odds are where you are shopping is full of people who have similar taste and style to you, which provides a reinforcement that you are not alone. Even if you do not speak with these people, they are there and that can be enough. (Psychology Today)
All the things listed above have one thing in common: they release pleasure chemicals in our brains. They trigger a great feeling of belonging, creativity, passion, control, and so much else. Retail therapy is actually a positive thing when done in moderation. Anything like this does in excess leads to debt and other issues, but every once awhile, a little shopping after a bad day, or right before a big change, can actually be extremely positive and helpful. Sometimes spoiling yourself is exactly what you need to make the day seem a little brighter.
Madey
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