Why We Buy What We Don't Need?

Remember the movie Confessions of a Shopaholic, where Rebecca Bloomwood is practically hypnotized by a green scarf calling her name from the shop window? She ends up maxing out yet another credit card just to own it. And then, of course, lies to her would-be employer to cover it up. In her defense, she didn’t know he’d be her boss—but you get the point.

Has that ever happened to you? Because it has definitely happened to me. That one dress that hugs you just right, that pair of shoes that make you feel like you run the world, that bag that whispers “elegance” every time you glance at it. People say buying things you don’t need is frivolous. And to be honest, I don’t completely disagree. But let’s flip the coin for a second.

When you’re unaware of the good things out there—say luxury handbags or those buttery-soft leather boots—then not buying them doesn’t hurt. Ignorance really is bliss. But the moment you know, when you’ve touched that designer fabric or seen your favorite influencer carry that bag effortlessly, a seed is planted. And then, even if it’s not in your budget, you start to wonder, “What if I just stretch a little? Wouldn’t it be worth it?”

Take this example. You’ve spent five years looking at that Louis Vuitton bag from the other side of the glass—window shopping, longing. Then one day, you finally have a credit card. You could technically buy it. Wouldn’t you want to? I know the "responsible" answer is no. But I’m being honest here—I am materialistic enough to want things. The difference? I try to be a conscious shopper. I set limits, track my expenses, and plan my splurges. But not everyone does, and that’s where the real problem lies.

Because when you don’t know your financial limits—or ignore them—it's a slippery slope from “treat yourself” to “why am I drowning in credit card debt?”

So Why Do We Buy What We Don’t Need?

Let’s unpack the psychology behind it. There’s no one-size-fits-all answer, but here are some common culprits:

1. Marketing Manipulation and the Power of FOMO
Let’s get real. Most of our buying decisions are not made in isolation. They are influenced—heavily—by advertising, social media, and influencer culture. Ever bought something just because it was labeled a “must-have” by someone on Instagram? Yeah, me too.

Brands are smart. They don’t just sell products, they sell dreams. Lifestyles. Emotions. That lipstick isn’t just a shade of red—it’s confidence. That bag? Not just leather and metal—it’s success. Add a limited edition tag or a countdown timer, and boom—suddenly, you’re afraid of missing out. Did you know that you have to get into a waitlist to own an Hermes and even getting on that list is a privilege. FOMO sells. Every. Single. Time.

2. Emotional Buying and Retail Therapy
How many times have you bought something just to feel better? Whether it’s after a bad breakup, a tough day at work, or just feeling blah on a Sunday, buying something new gives you a dopamine rush. That high is real—and it’s addictive. Unfortunately, that temporary high wears off quickly, and you’re left with both buyer’s remorse and a lighter wallet. But in the moment? It feels like self-care.

3. Social Status and Identity
Let’s not pretend we don’t care about how we’re perceived. We all do, even if we don’t admit it. Buying certain things—brands, gadgets, outfits—helps construct a version of ourselves we want the world to see. We want to look like we’ve “made it.” And in some social circles, your wardrobe or your car can speak louder than your words. This isn’t always about showing off. Sometimes, it’s just about fitting in.

4. Boredom and Instant Gratification
Online shopping has made buying ridiculously easy. Bored at work? Scroll. Bad mood? Scroll. Watching TV? Scroll. And with one tap, you’ve bought a jacket you don’t need and probably won’t wear. Shopping has become entertainment. And because the delay between desire and gratification is almost gone (thanks to express delivery), we rarely have time to talk ourselves out of it.

5. Because We Can (Sort Of)
Credit cards, EMIs, and Buy Now Pay Later schemes have made it seem like anything is affordable. And that’s dangerous. Because when you don’t feel the pinch immediately, you tend to overspend. We buy things because we can… until the bills show up.

So… What Can We Do About It?

Buying things isn’t bad. Even expensive, unnecessary things aren’t inherently evil. The problem is buying unconsciously. Here are a few tips that might help rein it in:

• Make a wishlist, not a cart. Instead of buying instantly, add items to a wishlist. Give it a week. If you still want it, buy it. Chances are, you won’t.
• Track your spending. Awareness is powerful. When you actually see how much you’ve spent in a month on “extras,” it’ll jolt you. The secret ingredient is always a ‘budget’.
• Unfollow some influencers. Seriously. If someone’s content always makes you feel like you need more stuff, they aren’t helping your peace (or your bank balance).
• Set limits for luxury. Decide in advance how much you’ll spend per month or quarter on non-essentials. Stick to it.
• Delay, don’t deny. Tell yourself, “Not now” instead of “Never.” It’s less restrictive and more sustainable.

We buy what we don’t need because it’s tempting, easy, and often feels good. But with a little awareness and intention, we can take back control. There’s nothing wrong with wanting nice things. But let’s make sure we own our purchases—and not the other way around.

So next time something calls out to you from a shiny shop window or a glowing phone screen, pause. Ask yourself: Do I really need this—or am I just trying to feel something?

Because once you know the difference, the power shifts back to you.