Why shopping feels good — and why the pleasure doesn’t last

SHOPPING activates the brain’s reward system and produces a short-lived sense of pleasure, but the effect fades quickly and can become harmful if relied on excessively, an expert has warned.

Psychology and counselling expert Dr Fauziah Mohd Saad said shopping triggers dopamine release in the brain, creating feelings of anticipation, excitement and pleasure.

“Visualising or buying an item releases dopamine. Emotional memories also influence decisions, with thoughts like ‘I deserve this’ or ‘This makes me feel better’,” she told Sinar Daily.

However, she stressed that the pleasure is temporary.

“It offers brief distraction from stress and a sense of comfort or control, but it does not last,” she said.

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Dr Fauziah said retail therapy can be acceptable in moderation, as it may provide emotional relief and a sense of autonomy.

“But it is not a sustainable coping strategy. When overused, it can lead to guilt, financial stress and avoidance of real problems,” she added.

She noted that shopping is closely linked to identity and self-expression, with purchases often reflecting who people believe they are or want to be.

People are also more likely to shop when feeling stressed, lonely or seeking validation.

“Shopping can act as a quick emotional bandage, filling temporary gaps such as stress, loneliness or low self-worth,” she said.

Dr Fauziah drew a clear line between healthy and harmful habits, explaining that healthy shopping involves planning, budgeting and buying for needs or meaningful wants.

Warning signs of unhealthy behaviour include shopping to numb emotions, hiding purchases, feeling guilty after buying and spending beyond one’s means.

She added that experiences and value-based purchases, such as books, hobbies, travel, classes or investments in wellbeing, tend to bring longer-lasting satisfaction than impulse buys.

By contrast, fast fashion and targeted online ads deliver quick dopamine hits that fade rapidly.

Dr Fauziah also cautioned about the influence of social media, saying algorithm-driven ads and influencer culture heighten desire and fear of missing out.

As alternatives, she encouraged healthier mood boosters such as exercise, mindfulness, connecting with loved ones, creative activities, spending time in nature and listening to music.

“These help build genuine emotional regulation rather than temporary escape,” she said.