Retail therapy: Does it work or does it make things worse?

There’s something undeniably soothing about treating yourself after a tough day. But while retail therapy can offer short-term relief, it can also bring some long-term challenges if it gets out of hand. In this article, we’ll take a closer look at why retail therapy feels so good, when it might become a problem, and how to keep it in check.

What is retail therapy?

To put simply, retail therapy is about using shopping to lift your spirits when you're feeling down or emotionally overwhelmed. For some, that might look like revenge spending on something big, like a new gadget or designer shoes. For others, it’s as simple as picking up a chocolate bar or a new mug.

Retail therapy isn’t the same as impulse buying, which is driven by momentary temptation. It’s also different from compulsive buying, which is a more serious, ongoing behaviour driven by a constant need for relief. Retail therapy is typically a more mindful and temporary way to cope with emotions.

The psychology behind retail therapy

Retail therapy works on a psychological level because it taps into how our brains are wired to seek pleasure and comfort, especially during tough times. When we engage in emotional spending, our brain releases dopamine, the same chemical linked to feelings of reward and enjoyment. It’s that dopamine hit when clicking “add to cart”, or the anticipation of receiving something, like waiting for an online order. 

But it’s important to acknowledge the other side of this. While shopping is often linked with fun and harmless phrases like “shopaholic” or “shop ‘til you drop”, retail therapy can cross into compulsive buying or shopping addiction if it’s not kept in check.

According to the Australian Broadcasting Corporation, around 6% of Australians experience compulsive shopping behaviours that lead to financial trouble, relationship stress, or even legal issues. And this isn’t just a women’s issue. Despite stereotypes, research shows that compulsive shopping impacts both men and women equally. 

The good side of retail therapy

While retail therapy isn’t a one-size-fits-all solution, it comes with some real emotional benefits. People often turn to shopping to manage negative moods like stress, sadness, or frustration. Making a purchase, even a small one, can bring on a retail high, a brief emotional boost that helps break away from whatever you’re feeling.

Another reason stress shopping can feel therapeutic is because it gives us choices. Having control over what we buy, when we buy it, and how we do it can restore a sense of personal control, something that’s especially comforting when life feels overwhelming. 

Even online shopping, sometimes referred to as “e-tail therapy,” can provide a similar emotional lift. Many people say they enjoy the experience of browsing and buying online. Not just for the item itself but for the sense of satisfaction and anticipation it brings. 

When done in moderation and with intention, retail therapy can be a valid way to manage emotions, at least in the short term.

The downside of retail therapy

Experts warn that while shopping gives you the feeling of extreme happiness, it doesn’t actually solve the underlying problems. It might feel good at the moment, but if you ignore the root causes, it can lead to bigger issues down the track. What might begin as an occasional way to cope can, over time, turn into a regular habit that’s difficult to control.

Some of the long-term effects of relying too much on retail therapy can include:

• Mounting debt and financial insecurity

• Poor credit that can affect future financial opportunities

• Emotional and financial stress leading to difficulties with loved ones

• Broken trust between partners due to shopping guilt, shame, and secrecy

When shopping is used to constantly avoid discomfort or cope with deeper emotional issues, it can also become a compulsive buying disorder. A study published in CNS Spectrums found that individuals exhibiting compulsive buying tendencies reported higher levels of emotional distress, including symptoms of depression and anxiety, compared to those without such behaviours.

Like any other form of addiction, it’s not just about the behaviour, but it’s about what’s driving it. Spotting the signs early can make it easier to get things back under control.

Signs of shopping addiction, and how to shop mindfully

When retail therapy starts affecting your finances, relationships, or mental health, it might be a sign that things are getting out of balance. 

According to Sydney-based counsellor Michelle Laving, here are some signs your shopping habits might be becoming a problem:

• Spending more than you earn

• Lying or keeping shopping habits secret from your partner or family

• Buying things you don’t need or already have

• Running out of space to store your purchases

Shopping addiction isn’t always easy to recognise. It can show up in subtle ways, like constantly thinking about what to buy next, or feeling a strong sense of anticipation before each shopping trip. This cycle often includes a temporary emotional high, followed by a guilt or buyer’s remorse once the moment passes.

The good news is, enjoying retail therapy doesn’t have to come at a cost to your mental health or bank account. Treating yourself now and then is completely okay. The key is being mindful about why you're shopping and how often. It’s also helpful to decide on a spending limit ahead of time and make sure you don’t go over it.

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Treating yourself now and then is completely okay. The key is being mindful about why you're shopping and how often.

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But, it’s important to do the inner work too. If you find yourself turning to shopping regularly to manage personal or work stress, you might want to consider other forms of self-care like meeting a friend for coffee, going for a walk, or simply taking a break from screens.

For some, professional support can make a real difference. Speaking with a stress therapist or addiction therapist can help unpack the deeper reasons behind compulsive spending. They can help you build healthy coping strategies and habits that support both your emotional and financial wellbeing.

Embracing vulnerability by seeking help isn’t a weakness, rather, it’s an act of self-respect and resilience.

Retail therapy with a healthy mindset

Retail therapy can offer short-term comfort, but it’s not meant to carry the weight of deeper emotional struggles. If shopping has become your go-to way of coping, it might be worth exploring other forms of support. 

Seeing a psychologist or therapist can help you understand what’s really going on beneath the surface and guide you toward healthier ways to manage stress. Free therapy and telehealth services are widely available across Australia, making it easier than ever to get the help you need.