10 brilliant films and TV shows we can’t WAIT for this Autumn
10 brilliant films and TV shows we can’t WAIT for this Autumn

Jennifer McShane

Alanis Morissette is distancing from new documentary that claims she was raped at 15
Alanis Morissette is distancing from new documentary that claims she was raped at 15

Holly O'Neill

Dulux have revealed their colour of the year for 2022, here’s how to use it in your home
Dulux have revealed their colour of the year for 2022, here’s how to use it...

Megan Burns

With unbroken sea views and an outdoor Jacuzzi, this architectural home in Kinsale is on the market for €2.35 million
With unbroken sea views and an outdoor Jacuzzi, this architectural home in Kinsale is on...

Lauren Heskin

Liane Moriarty has a new mystery book for your book club
Liane Moriarty has a new mystery book for your book club

Holly O'Neill

Prince Harry and Meghan Markle make Time 100 Most Influential People list
Prince Harry and Meghan Markle make Time 100 Most Influential People list

Holly O'Neill

Meet five Irish embroiderers doing amazing things with needle and thread
Meet five Irish embroiderers doing amazing things with needle and thread

Megan Burns

Saying you are a ‘stay-at-home-mum’ is the ultimate conversation stopper
Saying you are a ‘stay-at-home-mum’ is the ultimate conversation stopper

Amanda Cassidy

The Hygiene Bank’s Sorcha Killian on hygiene poverty and how it’s impacting Irish families every day
The Hygiene Bank’s Sorcha Killian on hygiene poverty and how it’s impacting Irish families every...

Shayna Sappington

Wildfire: ‘We knew we wanted to tell a story with fierce women at the heart of it’
Wildfire: ‘We knew we wanted to tell a story with fierce women at the heart...

Jennifer McShane

Image / Fashion

The theory of impulse buying and why you think you need to


by Ellen Bird
16th Apr 2019
blank

Impulse buying is a bit like eating pizza. You say you’re going to eat healthily, but the next minute you’re ordering a greasy double-cheese pizza with garlic dip on the side. I’m a lover of pizza, but I’m an even bigger lover of fashion (don’t hate me). There’s just something about the smell of new clothes and beautiful-looking department stores that’s addictive and makes me wonder if I should pay a visit to Shopaholics anonymous.

You know those check-out counters beautifully adorned with pink make-up pouches, sugary jellies, fancy soaps and white ankle socks? I used to be the girl stuffing her already overfull shopping bag with all these added extras I didn’t actually need. But about a month ago, I had a frightening realisation that I’d constantly been throwing money away on brief feel-good moments. There was no mind-blowing revelation. I’m a recent broke graduate (hello, nice to meet you) with an unhealthy shopping habit. Simple as. Funds were becoming scarce, and I could no longer continue to make stupid impulse buys. So I began to take a different approach – a minimalist approach.

Comfort buying

I’m not a psychologist, but impulse buying seems to be all about filling a void. When your life feels like it’s going downhill, you reach for something that will comfort you or give you a momentary high – whether that’s eating endless tubs of Ben & Jerry’s, developing an unhealthy relationship with the gym or scrolling mindlessly through Asos.com late at night. Basically, impulse shopping is the sartorial equivalent of eating chocolate; it’s instantly comforting and you get an immediate high (unfortunately that doesn’t last). There will always be another pair of gorgeous black boots to buy, another fabulous moisturiser, and a need for Benefit’s newest mascara, even though you have a L’Oréal collection at home. One of the problems with impulse buying is our inability to differentiate between what we need and what we want. But impulse buying never fixes “the problem”. If I’m self-conscious about my hips, throwing money at a new pair of jeans won’t change that insecurity, but only feed it more.

Related: Fabrics to avoid and embrace if you want to make more sustainable fashion choices

We’re all guilty of an impulse buy, but some of us have specific weaknesses. For me, it’s a good autumn coat, but I’ve been surviving quite well on the collection I’ve acquired so far. Sure, an impulse buy might make you feel better about yourself for a second, but why? How much of this habit is informed by irrational decisions manipulated by your own mind? For the sake of my mistreated debit card, I’ve decided to make a well-needed change. So instead, I’ve now become addicted to shopping online (sort of). I pack up an extensive online shopping cart but never actually go through with the transaction – it’s half-feeding my habit. But I’ll admit, it isn’t the same as physically feeling that purply ruffled coat or multicoloured feathery sweater.


Related

  • The impressive, Irish innovators leading the way in sustainable fashion…here
  • Five simple ways we can all shop more ethically, and build better wardrobes…here
  • Calling all fashion-lovers: These are eight documentaries you need to see…here

Also Read

blank
BREAKING STORIES, FASHION
First look at the autumn issue of IMAGE

Our gorgeous autumn issue is about to hit the shelves. Here, editor Lizzie Gore-Grimes gives us a preview of what...

By IMAGE

blank
FASHION
Jimmy Choo launches a collection designed by fan sketches

It started as a lockdown Instagram competition and resulted in a one-of-a-kind Jimmy Choo shoe collection. Jimmy Choo has released...

By Louise Slyth

blank
FASHION, SHOPPING
All things seaside, from shells to starfish, are making a splash

Fashion's new wave? All things seaside are making a splash.

By Holly O'Neill

blank
FASHION, BEAUTY, SHOPPING
From Chanel to Hailey Bieber, this candy hue is taking over

Bust a mauve.All things Nineties to Noughties have returned from bucket hats to Alexa Chung’s Mulberry bag and powdery lilac...

By Holly O'Neill

pyjama sets
FASHION, SHOPPING
Summer sleepwear pyjama sets for a cooling, comfortable sleep

Cooling pyjama sets for chic sleeps on sweltering nights.In the spirit of manifesting warmer weather, we’ve created an edit of...

By Holly O'Neill

fashion documentaries
FASHION
8 must-see fashion documentaries all couture-lovers will adore

Get yourself giddy for the 2021 Met Gala this evening by warming up with one of these quintessential fashion documentaries.Tonight...

By Jennifer McShane

sport
FASHION, SHOPPING
Tennis chic: shop the trend reinventing sportswear

Sporty turns chic. ‘Sports-luxe’ and ‘athleisure‘ are two of the more contemporary buzz words you’ve probably heard of that have...

By Victoria G. L. Brunton