With the arrival of the Black Friday (28 November) and of the Cyber Monday (1 December), Millions of people are preparing to take advantage of offers and promotions. For most, this is an occasional and controlled consumption. For others, however, shopping is no longer a rational act or a simple whim, but an impulsive behaviour that is difficult to curb, with direct consequences on mental health, financial stability and personal relationships. This is what specialists call oniomania, shopping addiction.
Far from being an isolated phenomenon, compulsive shopping has become one of the most common fastest growing behavioural addictions, especially among urban youth and adults. Recent studies estimate that almost 30% of young people exhibit impulse buying behaviours, with a special incidence in women between 30 and 45 years old. The growth of digital commerce, the immediacy of deferred payment and the constant pressure of social networks have created the perfect breeding ground for this pathology.
An addiction without substances, but with the same brain mechanisms
Oniomania shares the same neurological reward circuitry as other addictions. Buying generates a momentary release of pleasure, relief or euphoria, which acts as an immediate reinforcement for negative emotions such as anxiety, sadness or frustration. However, this relief is short-lived, and is followed by the guilt, regret, financial stress and emotional distress, This results in a repetitive cycle that is difficult to break.
Addiction specialists warn that online trading platforms and social networks are fuelling this behaviour by very precise psychological strategiesThe sensation of scarcity (“last units”), time-limited offers, the “best sellers” pull effect or personalised advertising. All of this activates the bias of the present, pushing people to prioritise the immediate benefit over future consequences, especially when using payment in instalments.
Self-deception and isolation: when the problem becomes normalised
One of the most complex aspects of oniomania is its social normalisation. Buying is socially accepted, even celebrated, which makes early detection of the disorder difficult. The affected person often justifies each purchase with seemingly rational excuses - “I needed it”, “it was on sale”, “I deserve it” - while debt, stress and emotional isolation increase.
“Self-deception is constant and the person suffering from oniomania is often the last to recognise the seriousness of their situation,” explains María Quevedo, director of treatment at RECAL Clinic, The centre specialised in addictions in Madrid, where it has registered a 19% increase in cases dealt with for compulsive shopping, with a notable increase among those under 25 years of age.
Risk factors: beyond consumption
Shopping addiction does not come out of the blue. Among the main risk factors are:
- Imbalances in neurotransmitters related to impulse control.
- Previous disorders such as anxiety, depression or low self-esteem.
- Aesthetic and social pressure amplified by networks and digital advertising.
- Personality traits such as impulsivity, perfectionism or emotional dependence.
In this context, the act of buying does not respond to a real need, but rather to a search for emotional regulation.
How to detect shopping addiction
Recognising oniomania early is key to preventing the problem from becoming chronic. Some warning signs are:
- Frequent shopping without objective need.
- Using shopping to relieve stress, sadness or anxiety.
- Concealing expenses or products purchased from relatives.
- Feeling euphoria after buying, followed by regret.
- Accumulating debts or recurrent use of credit and deferred payments.
These are not simply “bad habits”, but rather clear symptoms of a psychological disorder requiring professional intervention.
Treatment and prevention on peak consumption dates
The therapeutic approach to oniomania typically combines cognitive behavioural therapy, The programme includes work on self-management, financial education and family intervention, addressing both behavioural and underlying emotional causes.
In high-risk periods such as Black Friday or Cyber Monday, experts recommend simple but effective preventive measures:
- Plan purchases in advance.
- Avoid browsing online shops without a clear objective.
- Wait at least 24 hours before making an impulse purchase.
- Record all daily expenses.
- Limit the use of credit cards and credit payments.
“Recognising the problem and asking for help are the first steps,” says Quevedo. “Recovery is possible, but it requires a comprehensive approach and personal commitment. Society must accept that shopping addiction, although silent, is as serious as other more visible addictions.
