It’s a known fact, women love to shop. here are many theories out there; all trying to hypothesise and figure out why we love shopping. We shop when we are happy and we do tend to shop when we are sad and feeling a little low
Retail Therapy is a well known term. Shopping is often used as an anti-depressant. The benefits of this therapy are well known, recorded and experienced by a great deal of women, found at shopping malls on the daily basis. Retail therapy elevates one’s mood and brings excitement to those who are feeling low and depressed. If you are having a bad day at work, buying something nice for yourself can sometimes make a difference. A few hours of bright lights, surrounded with buzzing people and a bit of money, will surely pep up anyone’s mood.
However, exercise this therapeutic technique with extreme caution. A great pair of shoes can leave you feeling on top of the world, but the ‘high’ does wear off. This may come in variety of symptoms ranging from buyer’s remorse to a full fledged downwards debt spiral. Yes, that “great lift” will soon transform into an overwhelming credit card bill that could leave you in tears. After all, in the 21st century a girl has to be financially savvy.
This of course sucks, and the mere thought can cause another bout of depression – which will require more shopping (see how slippery this slope can be?).
On Wednesday, I had a very bad day. I am not sure how, but I found myself wandering through Sandton City. Everything seemed a bit blurry and only 2 hours later I noticed that the Xmas decorations are out and the whole shopping centre was transformed! That is when I had an epiphany… if I did not notice something so bright and so obvious… then what else was I missing? My judgement was clouded by the intensity of the emotions and clearly would steer me towards a bad choice! This profound realisation made me want to do some research and find out ways to maximise this popular form of therapy without hurting yourself in the process.
There is a fine balance between knowing how to shop and when to stop. Here are some guidelines to help you out when you do feel the urge:
- Set yourself a budget and stick to it. Go and draw out cash, so that you are not tempted to go over the budget by swiping your credit card. Credit cards are dangerous and provide a false sense of security.
- Do not buy the first item you like. Rather, try it on and then part with it for at least an hour. Look around and see if there is a better deal somewhere else. You can always come back and get the original item.
- Think about accessories that you will need in order to complete the outfit… Do you have them or would you need to buy them? Make a judgement according to your budget.
- Remember less is often more… Allow yourself onr purchase only (ok maximum 2 if you are VERY depressed). If you feel the urge to buy everything – rather book yourself a session with a psychologist (you obviously need it, and it will work out cheaper).
- It is a good idea to never go shopping for clothes with your girlfriend – there are far too many reasons for that. Rather, call your friend for a coffee date so you chat about the cause of your bad mood. This way you will avoid spending more money and will defiantly cheer up!
- ALWAYS buy quality over quantity – this rule applies ALWAYS.
- Steer clear of sales. Don’t even go there. You will regret your purchases and you will waste your money on things you do not need!
- On the way to the shops think of what you actually need and try to focus your attention on that.
- Use technology – take photos with your cellphone camera. This way you can have a visual image of the desired item. That evening go over the pictures. In the morning you will be able to know which item to buy (if any).
- Stop using shopping as a band-aid for your wounds. A painkiller will never cure you, it will simply dull the pain. Addiction comes in many forms. Addiction can take over your whole life and leave you in a mess. Financial mess is not fabulous, not fun and should be avoided at all costs!
- Start rewarding yourself with shopping. Set targets for yourself (in your studies, work, or save for a shopping spree), and once your goals are achieved then go out shopping. This will keep you focus on achieving your dreams, and in the end you will have a fabulous experience of guilt-free shopping!
- Approach your attitude towards shopping differently. See shopping as a form of art that requires planning, thoughtfulness, imagination, patience and self-control.
Therefore, retail therapy in moderate measures is fine as long as people indulge in simple pleasures. Apparently there is a name for it as well: “Opiomaniac is an obsessive desire to shop. Experts believe that out of 10 opiomaniacs, six are women. Shopping gives them a sense of euphoria and commonly seen among those who are more prone to depression. This is a serious problem because this condition is mostly undiagnosed” – (source).
Check out a book “Retail Therapy: Life Lessons Learnt Whilst Shopping” by Amanda Ford.
And if you feel like your shopping habits are getting out of control, seek professional help – you will feel more empowered by dealing directly with the source of the problem.
