The Psychology of Spending: Why We Buy What We Don’t Need

You walk into Target for a notebook. Twenty minutes later, you are standing at the checkout with snacks, pens, and a hoodie you never planned to buy. It somehow felt right in the moment. Spending is not just about money. It is emotional. But guess what? We all do it (unfortunately).

Buying something new triggers dopamine, the brain’s “feel-good” chemical. That small burst of excitement makes shopping feel rewarding. The problem is, the feeling fades quickly, but the habit sticks. Think about the last unnecessary thing you bought. Maybe it was a water bottle, a phone case, or a shirt you barely wear. It felt good for a moment, but later it probably just felt like clutter.

Social media makes this even harder. Seeing friends with new shoes or the latest tech can make what you have feel boring. I once saved for months to buy AirPods even though my old wired ones worked perfectly. I did not buy them because I needed them. I bought them because I wanted to fit in. The excitement lasted a week before it faded away, and I realized I had spent money trying to feel included.

Marketers know how to use these emotions against us. “Limited-time offers” and “only 2 left” messages are meant to create panic. The lighting, music, and layout in stores are all planned to make people buy more. Online, influencer ads work the same way. Once you recognize those tricks, it becomes easier to pause before buying.

Then there is what I call the “future me” trap. We tell ourselves that the future version of us will save more or plan better. I used to think, “It’s fine, I’ll budget next month.” But I learned that waiting only makes spending habits harder to change. Now, I ask myself, “Would future me thank me for this purchase?” Usually, the answer is no.

Sometimes spending feels like control. When life feels stressful or uncertain, buying something small can feel like a victory. But that sense of control fades fast. True control comes from watching your savings grow and knowing you are prepared for what is next. Try transferring a few dollars to savings every time you want to shop. Seeing your balance rise gives you a real sense of progress.

You do not have to stop shopping completely. You just need to slow down. Try the 24-hour rule. Wait one full day before buying anything that is not essential. Most of the time, you will forget about it. Rename your savings account with a goal, like “Laptop Fund” or “Summer Trip,” so it feels more personal.

Money is more than math. It is emotion, habit, and mindset. We spend to feel happy, included, or in control. Next time you are about to buy something, stop and ask yourself, “Do I really want this, or does the moment want it for me?” That small pause can be the difference between wasting money and taking yet another step towards financial literacy.