The Sunday Mail
If you have the money to self-indulge then why not! We all want some feel-good factor time and again. For example, there isn’t anything wrong with treating yourself with an expensive hearty meal or buying yourself that trending nice pair of jeans as a way of boosting that much needed self-confidence. More so, after my last week article, a lot of people concurred with me that a shopping excursion can indeed melt away some sadness.
But wait….is it always the case that there is satisfaction from shopping?
Unfortunately, we do not always get that much needed long lasting satisfaction when we do an emotion induced shopping. The satisfaction is usually short lived and can be followed by feelings of guilty or regret.
Crossing the Rubicon using your wallet can be costly. Afterall, it is a well-known fact that not all of life’s problems can be solved by spending money. Needless shopping, possess some habit-forming elements to such an extent that if not managed well it can become addictive. Shopping addicts, are fond of shopping sprees and can blew a fortune within minutes all in the name of retail therapy. Their shopping comprises of simple groceries, clothes, latest gadgets, cosmetics and can even stretch to high value items like cars and houses.
Can one therefore really get some social healing when they do some emotional shopping?
I was of the same opinion that shopping is therapeutic but further research revealed that it is not always the case. In fact, retail therapy does have a darker side too. Imagine the hangover feeling after drinking one too many the previous night, that is exactly how bad shopping therapy can be.
Different people use retail therapy for different reasons, for some it is a copying mechanism while for some they use it as their excuse to relieve stressful situations.
The bliss and glamour associated with shopping can also cause headaches. When one goes for shopping, there is a mood boost for a while but once that is achieved, the customer situation is likely to be restored to factory settings that is the initial stage before the shopping occurrence. Chances are the customer will most likely end up with added stress caused by luxuriating on products or services that they may not really have purchased in normal circumstances. There is always a guilty conscience that will follow after buying things that are not necessarily necessary.
As humans our lives go through many twists and turns, like deaths, relationships failure, job losses among others. Copying with these downturns vary but for some retail therapy can be their copying tool. This is detrimental in that, instead of the customer confronting the situation head on they prefer to brush it aside and hide it through shopping therapy.
In true essence, shopping just temporarily buries the troubling situation under a couple of receipts for a while. Nonetheless, the more they try to avoid to confront the situation the more it will be problematic to deal with it later. It is like someone who gets retrenched, goes to the pub and spend all his money on beer. In his mind drinking beer will drown his sorrows and make him feel better for the rest of his life. This is absurd as his actions will actually be rubbing some salt to the wound.
Shopping is expensive.
Most customers who seek healing in shopping usually end up as shopaholics. Shopping has never been cheap; a lot is involved when one decides to do it and this includes money and emotions. Some customers spend a fortune on products or services that they will use only for a limited time or never use at all. This is because once something new or better is on the market they quickly move over to the new products and throw away the old.
The overenthusiasm of buying the latest trending goods and services may result in some customers plunging into debt. Shopping at the slightest mood swing may have a negative effect on finances as customers end up going off budget, and this is common in cases where no extra income is available to supplement the unplanned shopping lifestyle. Spending ridiculously or for show should always be a big no for customers as this will always hunt them when their bank balances hit a negative.
Research has proved that retail therapy only works for sad moods but never works as a remedy for anger. It is always a slippery slope that will end up in overspending and customers end up feeling anxious, guilty or even remorseful.
There is a likelihood that some customers end up with a compulsive shopping habit. This habit involves, unable to control your shopping, desire to always shop over time, buying things you do not really need. Customers who exhibits such traits usually hide their purchases and to make it worse they lie about the money they spent on their purchases. Most ladies are guilty of this compulsive shopping habit.
Nonetheless, it is not shameful to do retail therapy after having a rough day but it must be done in moderation. Whenever you are feeling blue, plug your ears to judgmental friends and find fun and healing in shopping but make sure the real elephant in the room must be dealt with in a professional manner.
Know your financial limits and enjoy life.
Cresencia Marjorie Chiremba, is a marketing enthusiast with a strong passion for customer service. For comments and suggestions, she can be reached on [email protected] or on 0712 979 461
