Late-night scrolling can feel harmless enough, but for many it’s the gateway to impulsive purchases that quickly spiral out of control. A recent global study reveals that 7% of adults suffer from shopping addiction—an uncontrollable urge to spend despite dire financial consequences, with younger women disproportionately affected. For Ella Hewitt, a 24-year-old HR assistant from Liverpool, the habit became so severe in 2021 that she was blowing through £700 a month on fast fashion she couldn’t afford—and often never even wore.
The Dopamine Trap of Social Media Shopping
Hewitt’s relationship with money was shaped early on. “I didn’t grow up with much money, so when I got a job I would spend my wages as soon as they hit my account,” she explains. The immediate gratification of a purchase triggered a dopamine hit that kept her returning to TikTok and Instagram, where algorithmic feeds bombarded her with the latest trends. “In the world of social media there is just so much encouragement to do that,” she says.
The cycle was relentless. Tired or bored, Hewitt would find herself clicking ‘buy now’ on items she’d never need. Her wages vanished before she could even plan her next move, leaving her unable to save for a move out of her family home. “Horrified” by the volume of her spending, she realised she needed a strategy—fast.
Tactical Retreats and Imaginary Budgets
>Hewitt adopted a 30-day wish list rule: anything she wanted went on hold for a month. “If I still wanted it, I would buy it, but more often than not I’d find the urge had gone,” she says.
She also created an imaginary daily budget of £1,000 for “imaginary purchases”—a psychological trick that scratched the shopping itch without the cost. Another rule she set: only buy something if she could afford to “buy it three times.” The result? A 60% reduction in spending.
Today, Hewitt works as an ethical fashion influencer and is planning her own clothing brand. “I’m not perfect. There are times when I will buy things because I want it. But I am way more in control,” she says.
Digital Detox and Financial Discipline
Her friend Disha Patel, 23, from London, faced a similar battle. As a student, she maxed out her £2,500 overdraft on clothes, food, makeup, and skincare, leaving her “always broke.” “The feeling you get when you open your new parcels is always amazing until the dopamine hit dies down and the cycle repeats,” Patel explains.
Like Hewitt, Patel identified her trigger: scrolling shopping apps to pass the time. Her solution was radical. She deleted apps like ASOS and Pretty Little Thing from her phone, removed Apple Pay, and started leaving her bank cards at home when heading to work. “This basically put me in a habit of not spending a single thing and pre-planning my day to ensure I don’t spend anything,” she says.
She also implemented a rule: for every item she wanted to buy, she had to put the equivalent into savings or investments. “It worked because I didn’t want to spend the money twice,” she laughs.
Expert Insights and Warning Signs
The UKAT Group, which runs addiction treatment centres nationwide, reports a surge in people struggling with shopping addiction, with 90% being women. Signs include mood boosts immediately after purchases, followed by guilt or shame; lying to loved ones about spending; or living in a home “full of items you don’t need or use.”
Experts point to social media’s role in amplifying the issue. Targeted ads, influencer culture, and seamless one-click checkout systems are designed to minimise friction and maximise impulse buys. “The design of online shopping sites actively works against mindful purchasing,” says a spokesperson from Money and Mental Health, a charity that highlights the use of pop-ups and BNPL (Buy Now, Pay Later) options that encourage overspending.
Therapists recommend practical steps: wait 48 hours (or longer) before buying; delete shopping apps; create and stick to a shopping list; set a guilt-free treat budget; unsubscribe from retailer newsletters; and identify emotional triggers—replacing shopping with exercise or conversation when stressed, bored, or lonely.
For those seeking help, organisations like Citizens Advice, StepChange, Christians Against Poverty, and National Debtline offer free guidance on managing money problems.
Why it Matters
The stories of Hewitt and Patel underscore a growing crisis at the intersection of mental health, social media influence, and personal finance. As platforms optimise for engagement through persuasive design, vulnerable individuals—particularly young women—are caught in cycles of overspending that damage both their wallets and wellbeing. Understanding and addressing shopping addiction isn’t just about money management; it’s about reclaiming autonomy in an algorithm-driven world.
