How emotions shape our shopping habits.

First of all, you may be wondering, "Is the third Monday of January that bad? "Well, for starters, it’s a Monday. Enough said. Add to that the fading glow of the holiday season, those New Year’s resolutions already hanging by a thread, and the collective financial hangover from December's festivities. Oh, and let’s not forget the gloomy weather — nature's saying, “Stay indoors and reflect on your life choices.”

Of course, this is all a mix of pseudoscience and clever marketing. The term ‘Blue Monday’ was coined in 2005 by the travel company Sky Travel to encourage bookings for winter getaways. And, fun fact, it’s also the title of one of the best songs ever by New Order — a track that arguably does a much better job of lifting spirits than any shopping spree.

The Blue Monday you need.

Dance to shake the sad vibes away!

Yes, please

But how much do emotions really influence our spending? And what can we do to make smarter, more rational decisions? Let’s explore the psychology of shopping, uncovering the factors that drive our purchases and offering tips on navigating the emotional pull of retail therapy.

Emotional spending

Shopping is far from a purely rational activity. In fact, according to Gerald Zaltman, a Harvard Business School professor, 95% of purchasing decisions are subconscious. In other words, emotions, rather than logic, are the primary drivers behind many purchases. So it’s only natural that on days like Blue Monday, feelings of sadness or boredom may nudge us toward retail therapy as a little pick-me-up. A 2023 report linking to data by Wunderkind shows that sales rose by 18% on Blue Monday as shoppers sought a temporary dopamine hit.

Impulse buying, i.e., buying something on a whim, is also triggered by emotional states. Factors like stress, excitement, or even a sense of reward can lead us to add that extra item to our cart. Retailers understand these emotional cues all too well and use tactics such as limited-time offers and scarcity messaging to heighten urgency and amplify impulsive decisions.

Interestingly, emotions like pleasure, fear, and guilt are often at the core of our purchasing decisions. Pleasure drives us to seek good deals or find the perfect gift, while fear kicks in when we feel we might miss out on a limited-time offer. Guilt can arise after impulse purchases or spending beyond our means. Beyond these emotions, social influences — like the desire for status, acceptance, or community — play a significant role. Brands and retailers tap into these motivations to create a sense of urgency, exclusivity, and even envy. For global markets, cultural values and traditions also shape consumer behaviour, making it crucial for businesses to understand regional nuances.

Where do emotions come from?

Emotions arise from networks of neurons across the brain, not single regions as once thought. Understanding these complex processes helps advance mental health treatments and deepen our grasp of human emotions.

Learn more

Brain + Science + Marketing

Neuromarketing, a field that combines neuroscience and marketing, illuminates how deeply our brains influence purchasing decisions. By studying brain responses to stimuli like advertisements, store layouts, or product packaging, neuromarketing reveals how emotions, memory, and attention shape consumer behaviour.

For example, neuroscience research shows that emotional engagement is critical in purchasing decisions. Ads or products that evoke strong feelings, whether joy or nostalgia, are far more likely to drive sales. This is because the brain processes emotional stimuli more intensely, strengthening memory retention and decision-making. Over the past decade, marketers have increasingly applied neuroscience principles to trigger and influence emotions, changing how brands look, feel, and sound to align with consumer desires. Techniques like storytelling in advertising or crafting sensory in-store experiences tap into these emotional triggers.

The Harvard Business Review highlights a compelling insight from neuromarketing: the role of the brain’s "reward system" in shopping. When consumers encounter a good deal or exclusive offer, dopamine — known as the brain’s “reward chemical” — is released. This surge creates a powerful sense of satisfaction, reinforcing the behaviour and encouraging impulsive purchases.

By understanding these principles, businesses can refine their strategies to align with consumers' thoughts and feelings, while consumers can become more mindful of the subtle influences driving their decisions.

Billy Sung | TEDx

Marketing influences our decisions, but neuromarketing and consumer biometrics reveal that our subconscious is more unpredictable and adaptable than we once believed.

View now

The subtle power of colour and design

Much like our brains react emotionally to storytelling, they also respond to colour and design. Colour psychology studies these responses, revealing how shades can subtly shape our behaviour and perception of brands and products alike. Bright shades like red are linked to impulsive buying behaviours, while blue tones encourage more thoughtful decisions.

Retailers complement their use of colour with thoughtful store layouts to encourage unplanned purchases. Frequently moving items or placing essentials at the back ensures shoppers are exposed to new products along the way, keeping them engaged and increasing conversions. Camper, a Spanish footwear company, is a great example!

When designing e-commerce platforms, similar tactics are used to guide customers toward additional purchases. Personalised recommendations, strategically displayed “flash sales,” and “frequently bought together” sections mimic the impulse-driving techniques of physical stores. Elements like vibrant call-to-action buttons, attention-grabbing banners, and intentional colour use create a seamless and engaging shopping experience, subtly encouraging unplanned spending while keeping users engaged.

Designing for conversions

Discover how we restructured, redesigned, and re-developed HeyHarper's e-commerce with outstanding results.

Learn more

A mindful perspective on shopping

At its core, shopping reveals the intricate connection between human emotions and decision-making. It brings moments of joy and satisfaction but also highlights how much we still have to learn about the workings of our brains. Our susceptibility to stories, colours, and subtle cues underscores the powerful relationship between psychology and behaviour.

For businesses, this understanding is a gateway to creating meaningful, engaging experiences. However, with this power comes the responsibility to act ethically. Harnessing the power of psychology to drive sales must be balanced with transparency and respect for consumer autonomy. Thoughtful design and honest practices don’t just drive sales — they build trust and lasting relationships.

On the other hand, critically examining shopping habits can raise awareness of broader mental health challenges. Whether it’s the dopamine rush of a great deal or the guilt of overspending, recognising these emotional patterns empowers smarter decisions and fosters a healthier relationship with consumption.

Smarter Shopping

With all this being said, shopping doesn't have to be an emotional rollercoaster. By understanding the psychological factors at play, taking control of spending and making more mindful decisions is possible! Here are a few practical tips:

• 48-hour rule: Taking a step back and waiting two days before making a big item purchase to ensure it aligns with needs and priorities will prevent unnecessary splurges.

• Setting boundaries: Creating a budget or drafting a list before shopping will keep impulse buys in check.

• Asking why?: Inquiring whether a purchase is necessary or posing merely as an attempt to fill an emotional void may be hard but worth it.

• Scepticism: A top priority should be staying alert to strategies like scarcity messaging or store layout changes designed to nudge toward unplanned purchases.

As we reflect on the psychology of shopping this Blue Monday, let’s remember that understanding our habits goes beyond making better purchasing choices. It’s about harnessing the potential of stories and emotions to create value while prioritising mental well-being. By balancing innovation with integrity, both businesses and consumers can transform shopping into a force for good.

Exciting, right?

Get ready to explore how psychology can transform your approach to e-commerce.

Get in touch