Can “Retail Therapy” Help You Feel Better?

Although there continues to be, for some, a stigma attached to psychotherapy, there is an alternative mental health “intervention” that seems to have received almost universal acceptance: what’s euphemistically referred to as “retail therapy.”

When feeling a little low, out of sorts, 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 worries or sadness might begin to recede a little, even 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 might see a transformation: a jauntier step, and a more confident glean in their eyes.

Can “Retail Therapy” Really Work?

Although “retail therapy” is not a formal psychological intervention, it does seem that for many, it provides momentary relief from depression and anxiety. This is perhaps puzzling, especially given that the denizens of retail therapy often use credit cards and may be putting themselves further into unmanageable debt.

Given that purchasing items seldom changes the nature of what someone is struggling with—and may, at times, lead to negative long-term consequences—why is it that so many find it helpful in the short term?

It turns out, research finds, that there are several reasons retail therapy can help elevate a person’s mood in the moment. These reasons include:

1. 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.¹
2. 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.
3. Self-expression and identity: Shopping can allow 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.
4. 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.²
5. 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.
6. 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.
7. 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 Benefit From Retail Therapy—and Minimize the Costs

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

It may be possible to avoid this outcome by making 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. This list should go in your “retail therapy” jar or envelope.

And remember: Buying an object isn’t the only way to boost your mood. Consider giving the money to charity instead; engaging in altruistic acts can also have a significant positive impact on mood.⁴ Or, 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.

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.⁵

Conclusion

“Retail therapy” may offer some modest mood-enhancing benefits, if practiced in moderation and with clear intention. It may momentarily take the edge off a low mood or an anxious mind.

But it also has the potential to create more stress if you spend your way into debt, use it as a way to escape your problems rather than face them, or get wrapped up in consumerism at the expense of more lasting forms of fulfillment, such as social connection. Any of these outcomes can lead to increased stress and exacerbate depression and anxiety.

So apply retail therapy with discernment. Use in moderation, and set limits on how much you’re willing to spend. Think of it the way you might when having a drink after a stressful day of work: It can take the edge off and provide temporary relief, but taken too far, it will create a financial hangover that leaves you reeling.