Shopping Urges- invoked or internal?

Time Reference: The following Article was written in the year 2021.

Sale! Buy one get one free! Haul! Dupes! Limited edition! Head them all? Felt drawn to them?

Although spending habits depend upon various factors, let us throw a spotlight on the Behavioral aspect today.

Youth mostly rely upon ‘Social Media influencers’ who show only the best side of their lives, trend-setting fashion statements (GRWM) to feel included in the ‘tribe’, Film Industry celebrities to portray their relatedness, etc. Adults may depend upon their Social Status, Corporate pressure, or familial expectations to spend. The elderly may rely on their suppressed desires in life or what their friends have or simply what they need. We all buy differently for different reasons and the trend has been closely observed by the field of Consumer Behavior. No wonder suddenly so many DIY products or free delivery articles are launched by big brands- ever thought why?

With the unprecedented and unfortunate ongoing scenario of Coronavirus pandemic, those who are cautious are spending only on essentials. There are some who choose to Shop for luxury or trendy items through e-commerce platforms with the intention to minimize their risk by not shopping in person. There are also a handful who choose to shop in person due to various reasons ranging from being frustrated confined to homes, the urge to get back to normalcy, being in denial about any risk, or those who consider themselves as ‘brave’ and ‘risk-takers’ because they are ‘bold’ enough to step out.

There has been a fashion of being a “lavish spender” or a “Shopaholic” having proud followers of the concept. As a matter of fact, Behavioral Addiction does include Shopping Addiction or Compulsive Buying which is characterized by a spending behavior that is poorly controlled, time-consuming, and distressful leading to difficulties in social, occupational, familial, and/or financial well-being. Such behavior is characterized by shopping impulses, irresistible urges, intrusive thoughts, or frequent preoccupation with buying. With this fact, I am sure we will stop taking pride in being identified as a Shopaholic.

Now you may think, Why would you buy things you do not need in the first place? Why do you feel the need to buy every color shade of a product? Why do you feel incomplete if you do not have that flashy gadget? Why do you want to spend your entire month’s salary in a day just because you are feeling distressed? Well, our personality is largely dependent on our behavior. Beneath every behavior, is a feeling, beneath every feeling lies need. To address the need, we experience different feelings leading to different behavioral patterns. Hence, it is beneficial to be emotionally intelligent by understanding our needs, and to be conscious of our feelings and behavioral patterns attached to that needs. There are times one splurge wastefully only to address their need to be recognized or respected by others. If we address this need through a healthy alternative, we can mindfully and morally buy products that will take care not only of our needs, but also be sustainable, mindful, and valued.

We need to remind ourselves that our definition of Self does not primarily include which brands we wear or how luxurious our lifestyle is. Materialistic possessions are meant to be effectively used and not be possessed or obsessed with. For instance, Famous personalities like Mark Zuckerberg, Steve Jobs, Baba Ramdev, etc follow the concept of ‘Capsule Wardrobe’, a term which was coined by Susie Faux long ago in the 1970s. The idea is to have a limited clothing collection that can be worn over a long period of time irrespective of trends. At an individual level, this concept helps one be less confused, less overwhelmed, and sharply focused on their work.

A few blanket tips which can help follow a cost-effective and conscious consumption way of life can be:

- Make a list of what you want, research, and wait for some time before buying. At times, we may need a particular product right now, however, we may realize later that it wasn’t needed in the first place. This helps to tone down our impulses.

- If a product is needed to make your life more effective, be patient to thoroughly think over various options available in the market to settle for the best one which serves the purpose. This will help in delayed gratification which proves to be beneficial for you as well as those observing you.

- Be mindful of how Social Media Marketing works, of how there is a spy looking out for your buying habits and recent search history, only to advertise similar articles for luring you. Advisements may play with your psyche by evoking a sense of being incomplete without their product in your life. At the same time, there are many responsible advertisements to promote a product honestly and transparently.

- Let us collectively celebrate life by sharing our wealth with those who need it more. Wealth is not only in the form of tangible products but also intangible gifts like respect, time, love, support, care, dignity etc for all. After all that is the true essence of any festival. Let us use products and love people and not vice versa.

Festivals are best celebrated when we are safe, healthy, and peaceful. This festive season, remember to take extra care of yourself, your family as well as others. We need to maintain our patience and perseverance by taking all required precautions and being in control of our minds.

-Kirti Sharma

Counseling Psychologist and Socio-Emotional Educator

Media Credits: @mediabindingrelationships