With online shopping just a click away, mental health experts warn that the line between casual shopping and addiction is becoming increasingly blurred, especially during the holiday season.
“It’s so easy. Even my wish list is just out of control,” said Chelsea Shoemaker, one of many digital shoppers experiencing the ease of online purchasing.
Some shoppers have noticed concerning patterns among their peers.
“Yeah, a lot of my friends, it’s like next level. Like they online shop, like too much. They spend so much money. It’s honestly scary,” said Charlotte Wall.
The U.S. Census Bureau reports that online sales now constitute 15-16% of all retail sales in the second quarter of 2025, up 5% from the previous year.
For many shoppers, the virtual cart can be both tempting and overwhelming.
“I would say I can get stuck on online shopping. I’ll be scrolling for a bit, adding it to my cart, and then I’ll go to my cart, and I’ll be like, ooh, that’s a bit too expensive. Where the store, I feel like I have more control. So I can be like, ooh, the price tag, I’ll say no,” explains Emily, a regular online shopper.
Dr. Rose Moten, a clinical psychologist, explains that online shopping can trigger a temporary surge of happiness.
“It activates that reward center in the brain. So if you are just struggling with feelings of loneliness, sadness, anxiety, or a sense of lack, you within an hour or two, you know, you can have this dopamine hit when that package hits the door. But the issue becomes that’s only short-lived,” she explained.
The holiday season can make it harder to recognize problematic shopping behaviors.
“When the person who is struggling with that issue looks around and sees, I’m not alone, everyone else is doing it as well, then it doesn’t look as bad. It doesn’t look like that there’s something that again has crossed over into a pathology more than just, hey, this is the shopping season, and I’m out buying gifts,” Dr. Moten noted.
Mental health experts identify several red flags that might indicate problematic shopping behavior:
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Excessive time spent browsing online stores
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Purchasing beyond financial means
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Post-purchase guilt
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Hiding packages from others
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Inability to control shopping impulses
Dr. Moten recommends a thoughtful approach before making purchases.
“Tell yourself, I’m going to give myself 24 hours. If in 24 hours I see this is something that’s necessary, that is needed, and it makes sense, then I can give myself permission to do it. But before I do that, I must ask myself this question: What am I trying to feel right now? What emotion am I trying to feel?” Moten said.
For those concerned about a loved one’s shopping habits, experts suggest approaching the subject gently while being prepared for potential resistance.
If you or someone you know is struggling with shopping addiction, consider reaching out to a mental health professional who specializes in behavioral addictions.
More information can be found on the official Substance Abuse and Mental Health Services Administration website.
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