Americans are shopping around the clock and sometimes not for the reasons they think.
Bad day? Tap the app. See a sale? Add to cart. Need a little pick-me-up? Buy now. For a lot of people, shopping isn’t just shopping.
It can feel like a reward, a distraction, even a way to take the edge off stress, boredom, or loneliness.
From stress spending to “treat yourself” splurges, psychologists say buying something new can deliver a quick emotional lift, but if it becomes your go-to way to cope with stress, boredom, or loneliness, it can start to damage more than your bank account.
“It can get to the point of overindulgence or escapism,” said Kathleen McHugh, a licensed psychologist.
That’s why experts say the big question isn’t just what you’re buying, it’s why you’re buying it.
“It can turn into a way to solve short-term distress without solving the underlying problem,” explained McHugh.
“Treat yourself” has become its own kind of lifestyle with haul videos, flash sales, “TikTok made me buy it” posts.
“You know if it’s something that’s repetitive and it keeps on coming up, then we’re probably just using that short-term solution,” said McHugh.
So how do you know when “treat yourself” has turned into a problem?
Watch for patterns. Are you shopping every time you’re upset? Do you feel a jolt of relief when you buy something and regret it when the charge hits?
The first step: slow it down. That pause matters. Try a 24-hour rule before you buy.
Delete stored payment info so it’s not one-click easy.
Unfollow the accounts that always make you want something.
And if you notice you shop when you’re stressed or lonely, try replacing the habit with something that actually addresses the feeling, like calling a friend, going for a walk, or just stepping away from the app.
Here’s another red flag to watch: “buy now, pay later.”
J.D. Power found 37% of U.S. consumers used BNPL in the past 90 days, and LendingTree reports nearly half of BNPL users say they’ve paid late on one of those loans in the past year.
So, if “treat yourself” is starting to come with installment plans, it may be time to take a harder look at what’s driving the spending.