There’s a specific kind of gravity that takes hold when the sun sets at 5pm. It pulls us toward the sofa, under a weighted blanket and – too easily – into the glow of our phone screens. Here, a quick scroll can easily morph into a digital shopping spree, fueled by the promise of a new jumper or a scented candle to ward off the chill. But left unchecked, these small acts of comfort can add up quickly. Here’s how to master the art of the winter ritual without over-spending.
Why winter comfort spending can creep in
No-one will be surprised to hear that retailers take full advantage of us seeking warmth and comfort as temperatures drop. “We’re bombarded with ‘winter must-haves’ right when our emotional defences are at their lowest,” says Glen James, personal finance educator and host of the money money money podcast.
This urge to buy is often driven by “mood repair” – and using shopping to fix a seasonal slump. “When we feel flat, we’re more likely to reach for small rewards to change how we feel in the moment,” explains clinical psychologist Jaimie Bloch. This is tied to chasing dopamine but Bloch notes it’s more about the chase than the item itself. “Dopamine is less about pleasure and more about motivation and anticipation. In darker months, when we have fewer naturally rewarding experiences like sunlight, we become dependent on those quick bursts of reward that come from clicking ‘Add to cart’.”
If small purchases are starting to add up, it may help to look at how changing your spending habits can help you save money.
You can also use tools in the CommBank app to see where your money is going and spot changes in your spending.
Find free ways to lift your mood
The key to maintaining your cool is recognising the pattern before the next sales email hits your inbox. James explains that we’ve been conditioned to reach for our wallets as a first response to feeling flat, rather than a last resort. “But once you understand that the urge to buy is often just your brain asking for a hit of novelty, you can start finding smarter ways to answer that call.”
You can achieve that same neurochemical win by doing anything new or exciting that doesn’t involve a transaction. James suggests diving into a DIY project or even just rearranging your furniture. “It feels like a fresh start for the season. You need to teach your body that dopamine doesn’t just hit with a new purchase – anything fresh in your life can bring about the same result.”
