Impulse Buying: Why We Do It and How to Make It Work for You

Last Updated on 9 May 2025

How many of us run to the store for something specific and come home with a car full of unexpected treasures? They’re the things we didn’t know we needed until we saw them.

Compulsive purchasing strikes when we least expect it. And it’s perfectly normal. It’s an impulse wired into our brains. But while spontaneity can spark joy, unchecked spending adds up quickly and may lead to regret in the long run.

So, what’s the sweet spot between “live a little” and “save for a rainy day”? Let’s look at the psychology behind splurging, the role of marketing, and balanced ways to treat yourself without financial catastrophes.

Why Do Our Brains Love an Impulse Buy?

Instant gratification feels as good as it sounds. Humans are wired for pleasure. When you spot something exciting — new shoes, kitchen gadgets, or all-inclusive vacations — your brain releases the feel-good chemical, dopamine.

It’s the same feeling you get when receiving a text from your crush or finding $50 on the ground. Except, rather than becoming instantly richer, you’re trading money for the perceived prize. Our brains struggle to separate emotion from logic, so when the pull of a purchase is strong, we can override responsible alarm bells in our minds.

To complicate things, psychologists suggest that when we’re bored, lonely, or stressed, we block negative feelings with temporary thrills. If you’ve developed a pattern of shopping-induced dopamine release, your brain will learn to repeat that reward loop, no matter how costly the habit.

If you’re wondering how you always get sucked into impulse spending, don’t be too hard on yourself. Consumer culture is capitalizing on this phenomenon and making it worse.

True Cost of the “Treat Yourself” Culture

You might keep your impulse buys on the down low if you fear things are out of control. But the problem isn’t necessarily your fault.

You’ve probably noticed the gum, chocolate, and gadgets near the checkout at Canadian Tire or Shoppers Drug Mart. Click-bait magazine headlines are displayed right by the cash, and we have to wonder if anyone would buy them otherwise. These product placements are called “impulse goods” for a reason. Companies with massive budgets for marketing understand consumer behaviour.

In North America, an effective marketing angle is the notion that you deserve a treat. Advertising campaigns, social media influencers, and loyalty programs treat you with rewards for spending. Removing all friction for the sale (tap, swipe, and in seconds it’s yours) also pushes people to act quickly without thought.

Previously, you might have compared prices and checked your budget for a new home theatre setup, but now you can scroll onto a convincing ad, fall under a dopamine spell, and in a few clicks it’s out for delivery. Instant purchasing and delivery options are convenient, but what’s too easy has a dark side.

Last year, Canadian consumer debt hit $2.5 trillion, an all-time high.

The Safe Strategy for Impulse Buys

There’s something to be said for living in the moment and enjoying little pleasures every day. Spending our income on the things we want can be a satisfying reward for hard work.

If there’s room in your budget for the daily Tim’s, occasional shopping sprees, and weekend getaways that bring you joy, go ahead and indulge. The key is to balance spending with mindfulness and safeguards so that spur-of-the-moment spending fuels quality of life, not regrets.

Impulse management protects your wallet. Here are a few practical ways to shop without a financial hangover:

1. Create a “Fun Money” Budget

The old piggy bank strategy still works. Give yourself permission to spend within limits by stashing extra cash you can afford to part with. Knowing your “fun money” funds are earmarked for impulse buys should prevent the stress of accidentally spending the rent.

2. Sit With It

Have you ever walked through a store holding items that “grabbed you” only to set them back down after some thought? A cooling-off period helps you ride out the initial rush of falling in love with purchases. If possible, wait at least 24 hours before “adding to cart,” or make a point of visiting stores in person. If you still can’t live without it days later, you’re more likely to be happy with it long term.

3. Use Your Points and Rewards

Collecting loyalty points, cashback, and punching in discount codes makes spending feel like saving. Programs like PC Optimum and credit card rewards give back a little money or credit you can spend on whatever things light you up. Sure, you have to spend money to get them, but if you can redeem bonus codes or credits to use, that unplanned buy will feel a little more worth it. Think of it as a nice reward for doing something you would have anyway. And free stuff always feels good.

4. Make a List, Check It Twice

Create a list in your phone and jot down items you really need. Then, when you hit the stores, check the list and stay grounded before buying anything. Flash sales, exciting displays, and promos will be powerless against you.

5. Recognize Emotional Triggers

Take note of when you spend impulsively. Is it when you’re lonely or stressed at work? Every impulse buyer has their reasons, and half the battle is recognizing them. If you shop to meet emotional needs, consider whether free adventures like hiking, visiting friends, or DIY projects could scratch the same itch.

Treat Yourself to Balance and Peace of Mind

In our grandparents’ era, dopamine was the same, but the culture didn’t feed and facilitate impulse buying to the point of today’s financial problems.

There’s nothing wrong with embracing the conveniences, but keep it in perspective and in control. Rewarding yourself can be healthy, and balance helps ensure you’ll always have fun money to do it with.

So, next time you feel drawn to houseplants, games, car accessories, clothes, or even a luxurious getaway, pause just long enough to ask whether these gems will still sparkle after a while. If the answer is yes — go for it! You’re in control, and you probably do, in fact, deserve a treat.