You know
the phrase, “When the going gets tough, the tough go shopping”? There just may
be some wisdom in that.
A survey
conducted by TNS Global on behalf of Ebates.com found that more than half of
Americans (52%, including 64% of women and 40% of men) admit to engaging in
“retail therapy”—the act of shopping and spending to improve one’s mood. This
echoes a previous study, published in the Journal of Psychology and Marketing,
that revealed 62% of shoppers had purchased something to cheer themselves up, and
another 28% had purchased as a form of celebration.
But beyond
the quick rush provided by making a purchase, is “retail therapy” actually
therapeutic? Renowned San Francisco therapist Peggy Wynne, who is known to
personally appreciate the mood-boosting quality of a great pair of shoes, says
that it can be. “We all enjoy a little retail therapy now and then,” she told
me. “In small, manageable doses it can soothe the soul. Shopping isn’t a
problem when it’s done in moderation.”
I wouldn’t
exactly use the word “therapy” to describe the effects of shopping. Actually,
it is just a “mood booster”. And everyone can agree that “stuff” won’t make you
happy in the long run. Yet, if done in moderation, shopping can be a great pick-up. Maybe we should separate "shopping" and "buying" for the ones of us with too much STUFF.
In most
consumer interviews, online shopping is increasingly mentioned as a type of
mini mental vacation. This makes sense. It’s a relatively mindless, relaxing
activity, and since many times the browsing session ends without anything being
purchased, it’s often harmless as well. As a bonus, when faced with a difficult
decision or arduous task, short breaks like these can actually improve
performance and decision-making. Studies show that our unconscious mind
continues to work out problems while we’re engaged in a different activity,
provided we don’t switch over into tricky multi-tasking—juggling several things
at once and not focusing on anything deeply.
Relaxation, Escape and
When people
think of the benefits of “retail therapy,” concepts like escape, entertainment
and rejuvenation are usually at the top of the list.
When on vacation, I love to stroll the streets of Florence, Rome, Hong Kong or Bankok, just looking at the sights, the people and the fashion. Going into the stores with the country's inhabitants relaxes me. I never 'stroll' anywhere except in vacation.
If there’s
one antidote to emotional distress, it’s human connection. We’re a species
that’s meant to be with others. Whether that takes place over dinner, at home,
or at the mall, it’s therapeutic.
Shopping
can be therapeutic. Uncontrolled buying, on the other hand, can lead to clutter
and even hoarding.
Last evening, after two tiring days of seminars and teaching
(all fun though!), I walked over to the mini-mall close to my apartment. I “invested”
in an ice-cream cone (just store the results on my hips) yet felt I wanted to
BUY something, maybe as a reward for all this fatigue.
Then I
stopped myself, went into the supermarket and bought some nice wine. One glass
was a nice enough reward and I don’t have to store anything.
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