The Hidden Psychology Behind Impulsive Spending: How Your Past, Friends, and Social Media Shape Your Shopping Habits

Introduction: The Impulse Buying Plague

It's a common habit—walking past a store, seeing an attractive item, and suddenly picking and paying for something we didn't plan to buy. Or worse, scrolling through Facebook, spotting an item, and clicking "Order Now" without a second thought. Impulse buying isn't just a bad habit; it's a psychological thing deeply rooted in our past experiences, social influences, and even in the way our brains are wired.

According to a study by Charlotte Doyle at Cardiff University, nearly 50% of all consumer purchases are impulsive, contributing to rising personal debt levels in the UK, which are projected to hit a staggering £2.425 trillion in the next two years. But why do we keep making these unplanned purchases, even when we know they might hurt our finances? And more importantly—how can we stop?

This article digs deep into the science of impulsive spending, exploring:

• How your childhood spending habits shape your current behaviour
• The surprising ways friends and family influence your purchases
• Why social media is a powerful trigger for impulse buys
• The emotional whirlwind before, during, and after an impulsive purchase
• Tested tactics to resist temptation and strengthen self-control

Whether you're an spending addict trying to curb your habits or just curious about the psychology of spending, this blog article will reveal the hidden forces driving your wallet—and how to take back control.

The Roots of Impulsive Spending—How Your Past Shapes Your Present

What Is Impulsive Buying?

Impulsive is a sudden, unplanned urge to purchase something without careful consideration of long-term consequences. Unlike planned purchases, impulse buys are driven by emotion, not logic. They are driven by rash decisions not budgets.

For instance, you walk into a store for grocery items like milk for the house, but leave with a £200 designer handbag because it was "on sale."

The Role of Childhood Experiences

The Cardiff University study found that many participants' impulsive habits stemmed from childhood experiences with money. Those raised in households where money was tight often developed one of two extremes:

1. The Overcompensator – Deprived of luxuries as a child, they now splurge on unnecessary items to "make up" for lost time.
2. The Extreme Saver – Fearful of financial instability, they avoid spending at all costs, sometimes to their own detriment.

For example, one of the subjects of the study identified as P45 grew up in a frugal household and now struggles with guilt after every impulsive purchase.
Another one participants identified as P14, whose parents were big spenders, now mimics their habits, often buying things just because they "look nice."

The "Wants vs. Needs" Battle

A key finding was that impulsive buyers often prioritise wants over needs, even when they can't afford it. For example, buying a new iPhone on credit instead of saving for rent.

Justification	Example	Psychological Trigger
"It's a good buy!"	"It was 50% off—I saved money!"	Fear of missing out (FOMO)
"I deserve it."	"I had a bad day; I need retail therapy."	Emotional coping mechanism
"I'll use it later."	"I'll wear this dress to an event someday."	Optimism bias (overestimating future use)

Key Insight: Many participants admitted that their impulsive tendencies worsened over time, especially with easier access to credit and online shopping.

The Social Influence—How Friends, Family, and Social Media Control Your Wallet

The Friend Effect: Peer Pressure in Shopping

The study revealed that shopping with friends increases impulsive spending by 30%. Why?

• Social Validation: We buy things to fit in or impress others.
• Encouragement: Friends often say, "Treat yourself!" making it harder to resist.

A participant identified as P41 bought an expensive watch after friends hyped it up, only to regret it later. Another participant, P2 avoids shopping with certain friends because they "always convince me to buy things."

Family Spending Habits

Interestingly, shopping with family had the opposite effect—many participants spent less impulsively when with parents or siblings.

Why?

• Parents often remind us of financial responsibility.
• Siblings may judge unnecessary purchases.

Social Media: The Silent Salesman

One of the biggest modern triggers for impulse buys are Instagram, TikTok, and targeted ads.

How It Works:

1. Influencer Marketing: Seeing a celebrity endorse a product makes it seem essential.
2. Personalized Ads: Algorithms show you items based on past searches, increasing temptation.
3. Limited-Time Offers: "Only 3 left!" or "Sale ends in 1 hour!" pressures quick decisions.

P26, one of the study's participants admitted to buying a £150 skincare set after an influencer raved about it—only to use it once. While P7 said, "I don't even realise I'm being sold to—it just feels like browsing."

Platform	Tactic Used	Psychological Effect
Instagram	Influencer posts	Creates desire through social proof
TikTok	Viral product trends	Fear of missing out (FOMO)
Facebook Ads	Retargeting based on browsing history	Makes ads feel "personal"

Key Insight: Participants who deleted shopping apps or unfollowed influencers reported fewer impulse buys.

How often do you make impulse purchases because of social media?

Very often (several times a week)

Sometimes (a few times a month)

Rarely (a few times a year)

Never

Poll Results:

The Emotional Whirlwind of Impulse Buying

Before the Purchase: The Rush of Anticipation

Many participants described a "high" when spotting something they wanted—similar to the excitement before eating junk food or gambling. There's a Brain Chemistry behind this: Dopamine (the "reward" chemical) spikes when we see something desirable, making us crave the purchase.

During the Purchase: The Justification Phase

At the checkout (or clicking "Buy Now"), the brain rationalises the purchase with excuses like:

• "I've had a hard week."
• "It's an investment."
• "I'll return it if I don't like it." (Spoiler: Most don't.)

After the Purchase: The Guilt Cycle

Post-purchase, emotions often shift to:

• Regret ("Why did I buy this?")
• Guilt ("I can't afford this.")
• Shame ("I have no self-control.")

In the study, P53 bought a £300 jacket, felt guilty, and returned it—only to repurchase it a week later. P17 on the other hand hid purchases from their partner out of shame.

Key Insight: Emotional buyers are more likely to repeat the cycle, using shopping as a coping mechanism for stress or sadness.

Which emotion do you typically feel AFTER an impulse purchase?

Excitement/joy

Regret

Guilt

Indifference

Poll Results:

How to Stop Impulse Buying—Proven Tactics from the Study

Tactic 1: The 24-Hour Rule

How It Works:

• Wait 24 hours before buying anything unplanned.
• Most urges fade, proving it wasn't a "need."

Success Rate: 68% of participants who tried this spent less impulsively.

Tactic 2: Unsubscribe & Unfollow

• Delete shopping apps (or turn off notifications).
• Unfollow influencers who trigger spending.

P4 reduced online impulse buys by 50% after unfollowing fashion pages.

Tactic 3: Use Cash, Not Cards

• Psychological Effect: Physically handing over cash feels more "real" than tapping a card.
• Study Finding: Participants using cash spent 30% less on unplanned purchases.

Tactic 4: Visualise the Long-Term Cost

Ask yourself:

• "Will I still want this in a week?"
• "Could this money go toward something more important?"

Read Also: The Hidden Cost of Convenience: Why Your Contactless Card Could Be Making You Spend More

Tactic 5: Implement a "No-Buy" Challenge

• How It Works: Pause non-essential spending for a set time (e.g., 30 days).
• Result: Helps reset spending habits.

Key Insight: Those who actively worked on self-control saw the biggest improvements in financial health.

Which tactic would you be most likely to try?

24-Hour Rule

Unsubscribe & Unfollow

Use Cash, Not Cards

Visualize Long-Term Cost

No-Buy Challenge

Poll Results:

Conclusion: Breaking the Cycle of Impulse Spending

Impulsive buying isn't just about willpower—it's a complex mix of past experiences, social pressures, and emotional triggers. But the good news is: You can rewire your habits.

Key Takeaways:

• ✔ Your childhood money habits still influence you—but you can change them.
• ✔ Friends and social media play a huge role in your spending—curate your environment.
• ✔ Emotions drive impulse buys—pause before purchasing.
• ✔ Small tactics (like the 24-hour rule) can save you thousands yearly.

Final Thought:
"Financial freedom isn't about depriving yourself—it's about making intentional choices."

Want to know more about smart money habits? Check out:
The Truth About Crypto Investments: Gains and Losses
Nigerian Withholding Tax (WHT) Explained: Key Rules on Base Amount, Timing Rules, and Exemptions

Now it's your turn—have you ever struggled with impulse buying? What tactics work for you? Share your thoughts in the comments!

Appendix: Data from the Study

Figure 1: Gender Split of Participants

Female (60%) Male (40%)

Figure 2: Most Common Impulse Buys

42%

Clothes

23%

Tech

18%

Beauty

12%

Decor

5%

Other

Table 3: Top 5 Tactics to Avoid Impulse Buys

Tactic	Effectiveness Rate
24-Hour Rule	68%
Using Cash	62%
Unfollowing Influencers	57%
Shopping Lists	53%
Budget Tracking	49%