The Psychology of Spending: Why You Keep Buying Things You Don’t Really Need

You leave the house thinking you’ll just pick up some bathing soap. Maybe grab a pack of detergent or a new toothbrush while you’re at it. That’s the plan. But somehow, you come back with a new bedsheet, a kitchen blender on sale, a set of non-stick cookware you don’t really need, and a Bluetooth speaker you spotted near the checkout. And in that moment, it didn’t feel like a mistake—it felt like a little reward. Something you’ve earned.

Truth is, many of us don’t always spend because we need something. Sometimes, we buy things just to feel better. It could be stress from work, boredom, or that general tiredness that comes from living in a place where nothing ever seems simple. That small excitement of buying something new—especially something cheap and shiny—can feel like comfort. It’s not really about the item; it’s about the relief.

And those selling these things? They understand this feeling better than you think. That’s why the woman in the market calls you “my real customer” even when you’re just looking. That’s why you get WhatsApp messages saying “Last chance—big discount ends tonight!” It’s why supermarkets put sweet bread right at the entrance, knowing your hands might reach for something before your brain catches up.

We also attach meaning to what we buy. That electric kettle or set of non-stick pots isn’t just another household upgrade—it can feel like a reward for pushing through a long, frustrating week. That plush bedsheet you didn’t plan for? It might just be your quiet way of saying, “I’ve earned a bit of comfort.” Buying things gives a short sense of control in a country where so much feels out of our hands.

But once that quick excitement fades, the questions begin: Why did I even buy this? Where did all my money go? You start noticing how many things are lying around unused—those skincare sets still sealed in their packaging, the sneakers you’ve only worn once, that Bluetooth speaker you swore you needed but now can’t even find the charger for.

So what can you do to slow things down? Start small. Before you buy something that wasn’t in your plan, pause and ask: Do I truly need this, or am I just reacting to how I feel? You can also try the “24-hour rule.” Wait till the next day before buying something you didn’t plan for. Most times, you’ll realise you don’t even care about it anymore.

Write short shopping lists. Stick to them, even if it means avoiding eye contact with the seller calling you. Track your spending for one week, just to see how often you buy things out of mood, not necessity. You’ll be surprised.

Spending money isn’t the problem. You’re allowed to enjoy life. But when buying things becomes a way to cover stress, sadness, or even loneliness, it’s worth paying attention. Because sometimes, what we’re truly looking for isn’t another throw pillow, or set of wine glasses. It’s comfort. Distraction. A quick fix for something deeper we haven’t quite figured out yet. At times, what we really need is peace of mind. And unfortunately, peace isn’t on any shelf.