Mindfulness and the Urge to Buy

How many times have we walked into a store with the intention of buying one thing only to come out with much more? Or we were just window shopping and spent money we really didn’t have on shoes we had to have? How about the times we bought multiple tops because they were on sale, but we probably wouldn’t have gotten them otherwise?

All of these scenarios fall under impulsive buying behaviors. Research describes impulsive buying as “sudden and unplanned buying ” that occurs “without thinking about the potential future consequences of the action performed.” In other words you buy on an urge, and maybe you’re seeking the pleasure that comes along with these impulse buys. This is known as hedonic shopping value and refers to the pleasure we gain from getting something— sometimes to compensate for sadness, fear, or just boredom. All too many of us shop to feel better or experience the high that comes along with getting something new. And this doesn’t have to be a bad thing, but it can be problematic if we rely on it too much. This increases the risk of regretful purchases and poor money management.   

So what can we do to counter too many impulse purchases? Researchers advocate for mindful consumption, the “application of mindfulness to inform the choices consumers make in the world.” Mindfulness, drawn from eastern practices, is a state of mind that focuses us on the present without judgment, and allows us to observe our thoughts, sensations, and emotions without acting upon them. With mindfulness, we focus our attention on our task, not the past or future, and create joy with attention.

Mindfulness is a technique I have practiced with children in trauma-focused treatment; and love the idea of using it to make us more conscious shoppers. With the children, I did a focused breathing/mindfulness/meditation exercise to help them manage complex feelings, thoughts, and behaviors related to the trauma they experienced. Here’s how it works.

So quiet your thoughts, and consistently refocus your attention on your breathing. Do not be distracted by external objects or internal thoughts or feelings. By directing all your attention on your breathing, you become both relaxed and aware. Be aware of any thoughts that arise during your breathing and redirect your attention back to breathing. The goal is not to judge, reject, or focus on the thoughts but to redirect your focus to the act of breathing.

So if we apply mindfulness to our shopping habits, it might look something like this.

Focus on your task at hand, what you came into the store to do.  Observe your urges, thoughts, and feelings (e.g., I have to get this now or it will be gone) without judgment and let them pass. This helps us avoid acting out our conditioned responses or habits. If you need to focus on your breathing, or say an affirmation or prayer, then feel free to do so. After the shopping experience, process what occurred. You are now in a better position to determine if the item you saw would really add value to your wardrobe, home, or whatever you need it for.

Repeat this process each time, and assess whether or not you are making better decisions. Would love to know about your experience in the comments. :)