Why Shopping Makes Us Feel Good: The Psychology and Marketing Tactics

There are scientific reasons why shopping makes us feel good. From clever marketing tactics to sensory delights, our brains react to the thrill of a good deal, the feel of a fuzzy coat, or even just the fear of missing out. 

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Many companies use psychology to make us feel like a limited-time offer will never come again or that this item will be gone forever if we don’t buy it now. These marketing tactics can convince us to buy stuff we don’t need or even want, which results in a lot of clutter and landfill waste.

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When we better understand why our brain loves shopping, we can better identify marketing tactics and steer away from those fleeting dopamine hits. 

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Your brain loves a good deal

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When we like an item, our brains have to balance the pleasure of having it and the pain of paying for it. The lower the cost, the lower the pain and our expectations of the item. With low expectations, we don’t need to love an item that much to convince ourselves to buy it. 

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Low-cost-low-reward is fast fashion’s sweet spot. We don’t need much convincing to buy cheap stuff because it won't cost us much, even if the pleasure is fleeting. 

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Sales also ignite our brains’ craving for a good deal. You see the old price crossed out or that “% off” sticker, and your brain lights up. Some brands even use these tactics to lie about sales, putting sale stickers over “old” prices that are the exact same as they’ve always been. 

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Want to find a great deal without buying more stuff? Host a clothing swap! It's a great way to get new-to-you stuff without fueling new emissions or adding more clutter. You could also connect with you Buy Nothing group.

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Your brain has FOMO

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Fast-paced trends and manipulative “last chance” marketing make us feel like we need to buy now, or risk losing items forever. That down-to-the-wire adrenaline gives our brains a thrill and makes us feel a rush when we shop. You see these tactics a lot on TikTok Shop and QVC. 

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Want to find a new way to boost your adrenaline? Try a bit of exercise. It doesn't have to be too rigorous! A movie soundtrack in your headphones can help raise the stakes.

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Your brain likes to feel in control

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There are various reasons why shopping gives us a dopamine boost, and one reason is that it makes us feel in control. When we’re sad or anxious, we often feel out of control. So shopping is one way of being in control which can make us alleviate, or at least put off bad feelings. 

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Want to find a new way to gain control? Practice brief meditations to help wrangle your thoughts and make you feel at ease.

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Your brain loves newness

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A key reason why shopping feels so exciting is because it’s a feast for the senses, especially when we shop in person. When we look, smell, touch, or taste new things, we stimulate our senses, and this stimulation is a welcome distraction that makes us feel happy and at ease. 

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Want to find a new way to stimulate your senses? Try an immersive nature walk. Look at the plants and animals around you, smell flowers and touch leaves. You could also try a new kind ofcuisine.

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Check in with yourself before you check out 

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Before you check out, ask yourself if having more stuff is actually what you need to feel good or if you can also get your dopamine from a walk in nature, a meal with a close friend, or an activity with your community. When we stop thinking of shopping as a hobby or an activity, we can spend our money on experiences and activities that create memories instead of clutter.