A global study suggests that 7% of adults experience shopping addiction, characterised by an uncontrollable urge to spend despite financial consequences. The study indicates that younger women may be more susceptible to this behaviour.
Ella Hewitt, 24, from Liverpool, reported spending up to £700 a month on fast fashion in 2021, which she could not afford. She described making purchases on social media platforms like TikTok and Instagram when feeling "tired" or "bored", often influenced by trending items. To manage her spending, Ella began using tactics such as adding desired items to a wish list and waiting 30 days before purchasing, and creating an imaginary daily budget for imaginary purchases. She stated that she cut her spending by approximately 60%.
The Ukat Group, which runs addiction treatment centres, has noted an increase in individuals seeking help for shopping addiction, with 90% of these cases being women. Signs of a potential problem may include an immediate mood improvement after a purchase, subsequent feelings of guilt or shame, lying to loved ones about spending, or having a home filled with unused items.
Dish Patel, 23, from London, also shared her experience of maxing out a £2,500 overdraft as a student due to spending on clothes, food, make-up, and skincare. She found that deleting shopping apps and removing one-click payment options helped her to control her spending. She also committed to putting an equivalent amount into savings or investments whenever she wanted to buy something.
Experts suggest that social media, with its targeted advertising, influencer culture, and seamless one-click checkout, may be contributing to this trend. The charity Money and Mental Health also highlights how the design of online shopping sites, including pop-ups and alternative payment methods like Buy Now Pay Later, can minimise the friction associated with spending.