Shopping is a nearly universal activity, but few people approach it with the deliberation of Zina Kumok.

At 26 years old, Kumok, a communications student in Indianapolis, poses a set of critical questions before making a purchase: "Is this truly necessary?" and "Will it be useful in the long term?"

This measured approach emerged after years of impulsive spending, during which Kumok frequently splurged on unnecessary items and indulged in expensive meals. Her habits often left her over budget, her credit cards nearly maxed out. Today, she maintains a strict list of items she avoids purchasing, such as books, notebooks, and office supplies—items she once bought excessively, draining her finances.

The root cause of this behavior lies in shopping impulses. For instance, when Kumok moved to London for a year, she bought every travel guide she could find, including niche titles like A Book Lover’s Guide to London. She struggled to control her urges, often making small purchases that quickly added up. "It’s the impulse," she remarked with a laugh. "Spending $10 here and $20 there feels harmless, but it accumulates fast."

This challenge is common. A 2012 survey by the Bank of Montreal found that Canadians spent an average of 3,720 CAD ($2,987 USD) annually on impulsive purchases. Similarly, a 2014 study by CreditCard.com revealed that 75% of Americans admitted to impulsive shopping, with 10% spending over $1,000 on a single item. A Nielsen study indicated that impulsive buying affected 52% of Thais, 48% of Indians, and 44% of Chinese consumers. The question is, why do people so easily make split-second decisions that strain their finances? And more importantly, how can these impulses be curbed?

The Psychology Behind Shopping Impulses

Ryan Howell, an associate professor of psychology at San Francisco State University, explains that the urge to shop is partly rooted in human survival instincts. Early humans, reliant on hunting and gathering, would seize desirable items on sight, fearing the opportunity might not arise again. Although modern abundance eliminates scarcity, this primitive mindset persists, particularly when shopping. For example, a clearance sale triggers a sense of urgency: failing to buy now feels like losing out on a rare chance.

Additionally, shopping offers emotional rewards. Scott Rick, an associate professor of marketing at the University of Michigan, has demonstrated that "retail therapy" is a real phenomenon. For some individuals, shopping alleviates sadness by providing a sense of control over their lives. Making decisions to buy or not to buy fosters empowerment, which can temporarily boost happiness. Rick notes that the ability to choose, coupled with the pleasurable outcomes of purchases, explains why shopping can be therapeutic in some cases.

However, retail therapy is costly compared to other activities that restore a sense of control, such as reorganizing bookshelves or sorting clothes for donation. Rick also highlights how touch influences buying decisions. Studies reveal that touching an item increases the desire to own it. Once held, an object feels like a possession, making the thought of losing it intolerable. This explains why test-driving a car or walking through a potential home often intensifies the urge to buy.

Impulse decisions stem from a lack of deliberation. Howell points out that buying a car or home involves delays and paperwork, which provide time to reflect. In contrast, impulse purchases like clothes or gadgets offer no such buffer. He emphasizes that quick decisions often lead to regrettable financial choices.

Managing Shopping Impulses

Can shopping impulses be controlled? Certain strategies may help. Howell recommends a 24-hour rule: delay purchasing for a full day, regardless of the item’s cost. This cooling-off period reduces the likelihood of acting on impulse. Often, the desire to buy fades, or the urgency to own the item disappears.

Another effective tactic is tracking expenditures and using cash for payments. Watching physical money leave your hands makes spending more tangible and can deter unnecessary purchases. For Kumok, maintaining a strict list of "no-buy" items and delaying purchases have proven successful. She borrows books from the library instead of buying them and only purchases editions she intends to keep permanently.

Nevertheless, the temptation to spend doesn’t disappear entirely. Recently, Kumok encountered a box of chocolates with a bright yellow tag in a store. Assuming it was a discount label, she felt the familiar pull to buy. Upon closer inspection, she realized it wasn’t discounted. Would she have purchased it if it were on sale? "Probably," she admitted.

"Those little tags can drive people crazy," Kumok observed.