Holiday shopping has long been woven into the fabric of American culture. It can be a positive experience that stirs excitement, nostalgia, and feelings of joy. As seen in movies from Miracle on 34th Street to the Jingle All the Way, holiday shopping plays a role in how we experience the season. (Not coincidentally, the most popular place for any child to download their lengthy list of wants to Santa happens to be right in the middle of a mall.)
Buying holiday gifts for the people we love can be powerful expressions of generosity and kindness. Even just window shopping during the holidays can spark feelings of joy.
But experts warn that holiday shopping can illuminate a darker side to consumerism that can fuel negative feelings such as compulsiveness and addiction-like behaviors. Left unchecked, and people can find themselves down a path of depression, financial hardship, and even legal issues.
The Psychology of Holiday Spending
Asim Shah, M.D., professor and executive vice chair in the Menninger Department of Psychiatry at Baylor College of Medicine, explains that while shopping may be a positive experience for most people, it can also be harmful for those addictive tendencies. According to Asim, shopping addiction appears to be on the rise because of the ease of online shopping and access to credit cards or pay-later apps.
One reason so many of us find pleasure in shopping is because it releases dopamine, a neurotransmitter related to the brain’s reward system. It’s not just pleasure that dopamine is tied to, but also anticipation and motivation. So, it’s no wonder shopping feels so good in the moment.
But when, people engage in “retail therapy,” it leads to harmful patterns.
Signs Shopping May Be Costing You Joy
According to Asim, a few signs that maybe shopping has gotten out of hand:
Always thinking about shopping.
Compulsive spending or shopping habits.
Shopping to mask negative feelings or depression.
Hiding purchases or lying about shopping habits.
“Like any addiction, you need to treat it with realization first,” he says. “Acknowledge that you have a problem, then you can do something constructive.”
Instead of spending on unnecessary items, he suggested finding fulfillment or similar emotional benefits by donating to those who have less: “Spending money to help others by donating also gives pleasure,” he said.
The American Psychological Association (APA) also notes that you can also achieve the same rewarding results by replacing those behaviors with healthier dopamine boosters, such as exercise, volunteering, acts of kindness, and time with friends and loved ones.
Tips for Healthier Holiday Spending
Asim recommends several strategies for protecting your well-being and your wallet during the holiday season:
Reflect on your spending. Review what you spent last month and how much was necessary and how much wasn’t. Creating a chart to track your expense can reveal patterns and habits.
Limit exposure to triggers. If online shopping is your Achilles heel, try reducing your screen time. If malls are tempting, only go when necessary.
Don’t shop alone. Use the buddy system with someone who will hold you accountable.
Make a plan. Establish a spending limit and stick to it.
Pay with cash. By using the cash that you have, you have a built-in limit that you won’t be able to exceed.
Seek support when needed. Support groups and cognitive behavioral therapy (CBT) can be effective tools for managing compulsive shopping and building healthier financial habits.
Holiday shopping should be a happy and magical experience, not overwhelming and stressful. By staying intentional, setting boundaries with yourself, and recognizing signs of unhealthy spending patterns, you can engage in the season without damaging your emotional and financial well-being.
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