Although there continues to be, for some, a stigma attached to psychotherapy, there is an alternative that receives almost universal acceptance – it’s euphemistically referred to as “Retail Therapy.” 

When feeling a little low, unsettled by the unexpected, or disappointed by the setbacks of life, some sturdy souls head to their favorite stores to make a purchase. Or two… or three. Paradoxically, their anxiety begins to recede a little as their debt creeps higher. As their wallet becomes lighter, so does their mood.

Looking at these champions of retail therapy leaving the store clutching their new purchases, you see a transformation: a jauntier step, and a more confident glean in their eyes.

Although ‘retail therapy’ is not a formal psychological intervention, for many it provides momentary relief from depression and anxiety. But given that purchasing items seldom changes the nature of what someone is struggling with, why is it that so many find it helpful in the short term?

This is especially puzzling given that the denizens of retail therapy often use credit cards, thereby putting themselves into greater debt.

It turns out there are several reasons retail therapy can help elevate a person’s mood (again, normally, this is a short-term improvement). 

These reasons include:

Short-term Happiness: Research suggests that making a purchase can temporarily boost mood. This is partly due to the excitement and satisfaction of acquiring something new. Studies have shown that consumers often experience a surge of happiness immediately after a purchase.  

Enhanced Emotional Regulation: Shopping can help regulate emotions by serving as a distraction from stress or negative feelings. For some people, choosing and buying something offers a temporary escape and a way to cope with difficult emotions.

Self-Expression and Identity: Shopping allows folks to express their unique identity through the items they choose to purchase. Whether it's clothing, gadgets, or home décor, the items we buy often reflect our tastes and values, which can be affirming and satisfying.

Boosting Self-Esteem: Finding something that aligns with your personal style or interests can enhance self-esteem. This feeling of self-affirmation can improve overall mood and confidence. 

Control Over Choices: Retail therapy can provide a sense of control and agency, particularly when individuals feel powerless. Making decisions about what to buy, when, and how offers a feeling of control over one's environment.

Achievement: Completing a purchase—whether it's finding the perfect item or getting a good deal—can bring a small sense of accomplishment and satisfaction.

Social Connection: Shopping with friends or family can strengthen relationships and enhance social connections. The shared experience of shopping and discussing potential purchases can foster bonding and improve social well-being. 

How To Maximize The Benefits Of Retail Therapy

One of the downsides of retail therapy is the temptation to spend more money than you can afford. This leads to more stress that ultimately nullifies any advantage that retailing provides.

To avoid this outcome you simply need to make a plan ahead of time regarding how much you can afford to spend. Once you’ve done this, set that money aside. Put it in a jar or envelope that is solely devoted to your retail therapy.

Additionally, take the extra step of making a list of what purchases would have the biggest impact on your mood. Of course you need to come up with this list prior to feeling the need to go retailing… not while you are in the throes of the impulse to buy something.

This list should go in your ‘retail therapy’ jar or envelope. Think of this stash as your “Break glass in case of emergency” last ditch option.

To elevate the effect of your spending consider spending some of the money to charity. Engaging in altruistic acts has a significant positive impact on mood. 

Instead of spending money acquiring items, consider spending money on having an experience. This might be an overnight vacation, going to a concert with a friend, dinner at a restaurant that you would otherwise not spend money on, and so forth.

But be certain to set limits on how often you turn to retail therapy for a mood lift. This will keep you from becoming overly reliant on spending money to lift your spirits.

Lastly, to deepen the impact of retail therapy, integrate gratitude practices into your purchases. Take the time after making a purchase to gratefully reflect on your purchase.

Conclusion

‘Retail therapy’ offers some modest mood-enhancing benefits if practiced in moderation and with clear intention. It may momentarily take the edge off your depression or anxiety.

But it also has the potential to create more stress if you spend your way into debt or use it as a way of escaping the need to face those problems that weigh you down. Both of these outcomes will lead to increased stress and exacerbate depression and anxiety.

So apply retail therapy with discernment. Use in moderation. Think of it the way you would when having a drink after a stressful day of work. It can take the edge off and provide temporary relief, but taken too far and it will create a financial hangover that leaves you reeling.