The Dark Side of Consumerism: How Shopping Addiction Masks Deeper Issues

Scroll, add to cart, pay, and check out. And just like that, someone has made their tenth purchase of the day. But let’s be honest: the heart wants more, right? Though one peek in your wardrobe may suggest that you are set for the foreseeable future, the joy of purchasing something new can feel oddly therapeutic. The lingering question is whether one is genuinely in control or just chasing the dopamine rush triggered by these endless shopping sprees. Furthermore, does excusing this activity by labelling it Retail Therapy conceal an addiction?

CONFESSIONS OF A SHOPAHOLIC 

With the increase in pace and competition, shopping has turned from a way of obtaining products to a trend, which helps people to escape reality. The increased availability and accessibility of retail outlets, enabled by e-commerce has also made shopping a recreational activity commonplace, frequently referred to as ‘retail therapy.’ However, while the process of seeking that initial thrill may only be occasional at first, the cycle can turn into addiction more often than not due to an underlying emotional trigger of loneliness in people.

Understanding Shopping Addiction

Shopping addiction which is better termed Compulsive Buying Disorder (CBD) is an increasing concern in India. According to a survey done by BigCommerce in 2021, around 6% of adults in India exhibit signs of CBD. Furthermore, there is a study conducted in the Indian Journal of Psychiatry stating that about 5-8 % of people in Urban India exhibit the features of shopping compulsion. These figures indicate that the problem is on the rise, which is especially disheartening given the current culture of consumerism.

Loneliness as a Catalyst

This is mainly due to the feeling of loneliness experienced by most people in this society today. Because of an increase in the number of people using phones to communicate rather than face-to-face interaction, loneliness is now part of life. Even for people who claim they are lonely, left out or isolated, shopping allows them to run away from these feelings. The joy of buying a new thing, waiting for its delivery and a short period of satisfaction after receiving a parcel can help to distract from loneliness.

However, this comfort is as treacherous as perilous seawater: It is icy on the surface but burning underneath. This practice is for leisure but soon the feeling of elation evaporates leaving people emptier than before. This may create a vicious cycle, where shopping for temporary solutions for loneliness hence fueling the addiction to shopping.

Justifying the Behaviour- Retail Therapy as a Rationalization

Some individuals who are addicted to shopping can justify their actions as ‘retail therapy.’ Such justification enables them not to realize the underlying causes of their shopping problems appropriately. As is evidenced from Statista, 54% of shoppers shop to improve their mood, while 24% shop to cope with boredom or loneliness. Another aspect is social networks, which the youth also actively use, dedicating 145 minutes to social networks that only generate the simulated desire to buy.

What is wrong about this justification is the fact that such behaviour may eliminate any need for a person to look for healthier means of addressing their feelings. Often, it is used as a coping mechanism that allows them to distract themselves from the underlying feelings of loneliness or anxiety. Eventually, it results in a kind of addiction to the mere act of buying making it progressively hard to extricate the dependency.

Long-Term Consequences

Shopping addiction’s long-term consequences may be severe, impacting the well-being of an individual as well as their financial status. Financially, this can have disastrous effects. According to the Reserve Bank of India (RBI), the average Indian carries about ₹1.5 lakh in personal debt while compulsive shoppers account for a sizable proportion of this. This kind of strain on finances caused by shopping addiction can cause considerable stress and strain on relationships leading to a poor quality of life.

At a personal level, people grappling with shopping addiction feel guilty, ashamed, and regretful after buying things they don’t need. These melancholic feelings can make existing mental health problems, like depression or anxiety even worse leading to a downward spiral. A study in the Journal of Indian Psychology shows that compulsive buying behaviour has an impact on depression, anxiety, and social isolation causing them to increase. What’s more, research from Psychology Today India points out that people with shopping addiction often experience guilt and shame. This can put a strain on their relationships and lead to more isolation.

Addressing the Issue

People who battle compulsive buying need a comprehensive strategy to overcome it. Spotting the issue marks the beginning. Those who shop to fight loneliness must find other ways to cope. They can reach out to friends, dive into hobbies, or learn to be mindful and introspective. They can also seek out therapy, particularly cognitive-behavioural therapy (CBT). This approach aids individuals in spotting and altering thought patterns that fuel their compulsive actions. In more extreme situations, joining support groups or seeing an addiction specialist might be crucial. 

These options offer the direction and responsibility needed to break free from the addiction cycle. We also need to talk about the money side of shopping addiction. Making a budget cutting back on credit card use, and setting clear money goals can help people get their spending under control. Some folks might need to bring in a money expert to handle debt and come up with a long-term plan that works.

Conclusion

Excessive shopping is becoming an issue in our society that emphasizes consumerism. Although indulging in “retail therapy” might provide relief from feelings of isolation it is not a lasting fix. The lasting effects of purchasing can harm one’s wellness and financial stability. By acknowledging the root causes behind behaviour and exploring ways to cope, individuals can liberate themselves from the grip of addiction and strive for a more satisfying and harmonious life.

Khadija Khan is a student pursuing B.Com Honours at Jamia Millia Islamia.

Edited by : Ayesha Alim

Disclaimer: The opinions expressed in this publication are those of the author. They do not purport to reflect the opinions or views of The Jamia Review or its members.