This article was written by The Zillennial Zine’s summer editorial intern Dylan Fraize. Find him on Instagram at @fraize.jpg. If you would like to share an article with The Zillennial, send us an email at thezillennialzine@gmail.com.
More than 81% of Americans have used online shopping platforms. I’m sure as you’re reading this you have a tab open to your next purchase. The ease of use has incentivized shoppers like never before. That rush of dopamine once you click “Buy Now!” is replayed once your package arrives. While the rush may help you in the short term there is a cognitive dissonance when the item arrives. That’s why you must look introspectively at your shopping habits and find out how to stop stress shopping.
First, there must be a distinction between compulsive shopping and retail therapy or stress shopping. Motivations between the two forms of shopping remain the same. The difference lies in the frequency of shopping. People with compulsive shopping habits often shop in excess without concern for their financial well-being. Continuing to purchase items without the money to cover the cost therefore accruing debt. If you think you fall into this category you’ll need a more serious level of intervention.
What Do You Get From Retail Therapy?
The motivations of retail therapy fall into four categories and form the acronym SAFE. This term was coined by the psychologist Dr. Chloe Carmichael.
S stands for self-image. When shopping consumers look to assimilate themselves with the product’s ethos. For example, think of the men’s cologne advertisements that show someone spraying the fragrance and becoming irresistible. Consumers think they are more likely to have this allure if they use the same cologne.
A stands for accomplishment. Consumers get a sense of accomplishment after successfully finding the product they want. That may derive from finding the product that you want rather than settling for a substitute.
F stands for fear. When consumers are in fear they may search for safety in material goods. For example, a storm may be projected to knock out power in your area, so motivated by fear you buy canned foods and a gas-powered generator.
E stands for escapism. Consumers may have an overwhelming day and look for something to take their minds off everything. Not only does shopping allow you to escape, but it also gives you a hit of dopamine. This creates a rewarding cycle that can become a more serious addiction.
The Ease Of Use
Just pretend for a second you’re in 1960s America. If you want to blow off some steam after work you’ll have to get in your car drive to the local department store and choose from there. Well, you’d better choose quickly enough because they’ll close at around 6 o’clock. You also have to hope you’ll fit the sizes they have in stock at that location. Now fast forward to 2024 a time where anyone can open their cell phone at midnight and browse thousands of retailers all in one search bar.
Shopping has become so accessible due to advancements in technology and e-commerce platforms. Even social media platforms have implemented shopping spaces on their apps. The accessibility of shopping creates rates of waste and overconsumption like never seen before in America. This leads to statistics like the average American throws away 68 pounds of clothing per year.
Since items are so easy to receive and require time and effort to be returned a lot of unwanted items end up in the trash. Once again thanks to developments in technology products are much cheaper. Creating a world where consumers are more likely to just throw something away rather than return it.
The ease of use creates a society of shoppers browsing to relieve stress. While stress shopping may feel relaxing it’s important to know what the aftermath may be. The decision to buy was made in the hopes of being happy. Now what happens when you open that package and feel nothing? The cycle of stress shopping continues.
Need Or Want?
While shopping you often hear people say “Oh, but I needed it.” How often is that true? Shoppers may battle with themselves in an attempt to reassure their purchase. Just take that one moment to ask yourself do I really need this?
An important way to distinguish between stress shopping and regular shopping is how much it affects your everyday life. Referencing Maslow’s Hiearchy of Needs theory the most basic and important needs are food, water, shelter, sleep, and clothing. Those needs are necessary for sustaining life.
A want is something that may improve your overall well-being. While the feeling of wanting something is intense the feeling may subside. That’s why it’s important to separate wants from needs when shopping. An easy way to determine a want or a need is to ask yourself “How long could I go without ever having X item?”.
Relying On Possesions
When a person relies on material goods to build an image they fall victim to manipulation. By using consumer goods as pillars of self-worth or image you’re more likely to fall for marketing plans. It creates an unhealthy cycle of redefining yourself based on what a marketer says you need.
It’s easy to fall into the habit of expression through possessions. There is constant societal pressure to fit in. Part of fitting in is following the trends and buying the right products your peers have. This creates a society that compares and contrasts with each other based on possessions.
Self Awareness
When trying to avoid stress shopping you must stay self-aware. Keeping track of your stress and learning how to manage it in more productive ways. While retail therapy isn’t the worst of stress relievers it’s a slippery slope that can develop into something much worse. It’s also important to realize what these products may be made from and by who. While a brand new pair of jeans may ease your stress what about the labor behind it or the synthetic materials in the pants? Keeping yourself accountable with a budget is best, so you can avoid ever getting into debt. Always ask yourself “Do I really need this?”.
What do you think about retail therapy? Have you ever fallen into the habit? If so do you have any tips on how to stop stress shopping? Let us know in the comments below!
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