Many of us frequently buy things we don’t need, from the latest gadgets and fashion trends to snacks or to decorate our homes. But why does this happen?

Consumerism is not just about basic needs; it is driven by a mix of social pressures, unconscious desires, and marketing strategies. By looking at consumer behaviour through psychosocial and psychoanalytic perspectives, we can better understand why we often purchase beyond necessity.

The social influences on shopping (Psychosocial Perspective)

Social influence is one of the strongest reasons we buy things we don’t need. As human beings, we have a natural desire to fit in with others and follow social norms. Society, media, and advertising constantly shape our ideas of what is desirable or necessary.

We are taught what is considered valuable or important from a young age. Advertisements, social media, and even conversations with friends and family shape our insights into products. For example, a new smartphone model is marketed as a “must-have” device every year. Even if our current phone works perfectly well, we may feel the urge to upgrade simply because everyone else is doing it. This phenomenon is known as social comparison—we see others with certain products and want the same for ourselves, not because we need them but because we want to be seen in the same light.

Moreover, consumer culture teaches us that owning luxury items can enhance our social status. Expensive brands like Gucci, Rolex, or Apple are often seen as symbols of success and wealth. People don’t buy these products for their quality but to demonstrate their financial status and gain social approval.

This influence extends to everyday shopping. A supermarket may release limited-edition items that people rush to buy—not because they truly want it, but because it feels special or exclusive. Seeing others buying it reinforces the idea that we should do the same.

Unconscious desires and emotional shopping (Psychoanalytic Perspective)

Another major reason we buy things we don’t need comes from our unconscious mind. According to Sigmund Freud’s psychoanalytic theory, much of our behaviour is driven by hidden desires and past experiences. We may not always realise why we make certain purchases, but our emotions play a key role.

Freud introduced the “pleasure principle,” which suggests that humans naturally seek pleasure and avoid discomfort. This explains why we often buy things that bring temporary joy, even if they are unnecessary. For instance, buying chocolates or crisps at the supermarket may not be rational, but it offers emotional comfort.

Also, Freud believed that many of our shopping habits are shaped by childhood experiences. If someone lacked emotional security or comfort in their early years, they might turn to shopping as a way to fill that emotional gap. This is why some people find retail therapy so satisfying—it provides a sense of control, happiness, or even nostalgia. In a supermarket, many purchases are made based on these emotional triggers. A customer may buy a particular brand of biscuits not because they need them but because it reminds them of their childhood or a happy memory.

How supermarkets affect our spending

Supermarkets are a perfect example of how both social influences and unconscious desires shape our buying decisions. Every aspect of a supermarket is designed to increase sales and encourage impulse purchases.

1) Store layout and impulse buying

Have you ever noticed that essential items like milk, eggs, and bread are usually placed at the back of the store? This is a deliberate strategy called “forced exposure.” Shoppers must walk past numerous aisles filled with snacks, drinks, and promotional items, increasing the chances of buying extra products they hadn’t planned for.

2. The power of colour and lighting

Supermarkets use colour psychology to grab attention. Bright colours like red and yellow are commonly used for sale signs because they create excitement and urgency. Even the lighting is carefully designed to make products look more appealing.

3. Control of music and mood

The background music played in supermarkets is not random. Studies show that slow, relaxing music makes shoppers move more slowly, encouraging them to spend more time browsing and ultimately buying more.

4. Social influence and scarcity tactics

Supermarkets also take advantage of social proof—when we see other people buying a product, we assume it must be good. Limited-time offers and “Only a Few Left!” Signs bring a sense of scarcity, making us feel the need to act quickly before the item is gone.

The emotional power of advertising

Advertising plays a major role in shaping our desires and influencing our purchases. Marketers understand that people don’t just buy products—they buy the feelings and experiences associated with them. For example, a cereal brand might advertise itself to bring families together for breakfast. A perfume ad might suggest that wearing a certain fragrance will make you more attractive and confident. These emotional appeals make us associate products with happiness, success, or belonging, increasing the likelihood of buying them.

Even product packaging is designed to trigger emotions. A chocolate brand might use gold and red wrapping to symbolise luxury and indulgence, while a baby product might use soft colours to create a sense of care and warmth.

How can we make more conscious shopping decisions?

Understanding the psychology behind consumerism can help us become more mindful shoppers. Here are a few tips to avoid unnecessary spending:

• Create a shopping list – Plan your purchases and stick to the list to avoid impulse buying.
• Know your marketing tricks – Recognise when limited-time offers or social pressure influence your decisions.
• Ask yourself “Do I need this?” – Before buying something, take a moment to think about whether it is truly necessary.
• Shop with a budget – Setting a budget can help control emotional or impulsive spending.
• Wait before making big purchases – If you’re tempted to buy something expensive, wait a few days before making the decision. You may realise you don’t need it.

Conclusion: The forces that are hidden behind our shopping habits

Buying things we don’t need is influenced by social pressures, emotions, and marketing tactics. We shop to fit in, boost our status, or seek comfort, often without realising it. Supermarkets and advertisers use psychological strategies to encourage spending, from store layouts to emotional branding. By understanding these influences, we can become more mindful consumers, making better choices about what we truly need rather than what we are caused to buy.