From Black Friday specials to holiday-themed advertising, consumers face pressure from all sides to spend during this time of year. A clinical psychologist explains why these emotionally charged spending traps can be particularly difficult to resist.

The psychology behind marketing pressure

“The concept of ‘discounts’ and ‘savings’ is promoted to create excitement and capture customers’ attention. Marketing experts employ sensational language and various persuasive methods to motivate customers to spend on products and services,” says Zipho Mhlongo, a clinical psychologist who practises at Netcare Akeso Nelspruit.

Zipho Mhlongo, a clinical psychologist who practises at Netcare Akeso Nelspruit

“We all want the best for our children and to spoil the people we love. At the same time, we must free ourselves from the dangerous commercial illusions that purchasing expensive gifts or treats at this time of year reflects our value or demonstrates how much we love our families.”

Essential tips for controlling festive spending

• Distinguish needs from wants – Before every purchase, clearly separate things you genuinely need from those you merely desire

• Monitor your budget – Assess your finances objectively and track spending honestly throughout the month

• Choose meaning over materialism – Find creative, personal ways to treat those closest to you

• Teach valuable lessons – Help children appreciate things that truly matter, such as quality time rather than material objects

• Communicate openly – Discuss holiday budgeting intentions and shared responsibilities with family

• Prepare for January – Keep savings aside for unexpected expenses that can lead to ‘Janu-worry’

The science of shopping impulses

Mhlongo explains the neurological basis behind shopping urges: “Marketing experts have perfected the art of persuasion. They study motivational psychology and employ tools that strongly encourage spending, even when we had no initial intention to purchase.

“Our brains release dopamine, a hormone that plays a crucial role in how we experience pleasure and rewards. When we engage in enjoyable activities, our brains release a dopamine rush, naturally encouraging us to repeat behaviours that made us feel good—whether eating delicious food, binge-watching favourite programmes, or shopping.”

The FOMO factor

“When you had no intention of spending money initially, the excitement surrounding seasonal sales can create a fear of missing out, or ‘FOMO’—particularly as we face increasing bombardment from targeted advertising on social media feeds, specifically designed to tap into our personal interests and convince us to purchase more,” Mhlongo warns.

Avoiding financial stress

Some consumers are tempted to incur debt when purchasing gifts for family and friends, driven by desires to demonstrate generosity and express love through material items.

“The festive season can be even more meaningful without creating financial difficulties. Instead, invest effort and time in cherishing personal relationships. Money cannot purchase the most thoughtful, caring tokens or gestures, and there are numerous ways to celebrate togetherness that need not be expensive,” he advises.

Creating meaningful traditions

Mhlongo suggests beginning early communication with family and loved ones about enjoying the holidays without financial pressure.

“It is sensible to explain to children and other family members the importance of saving money and involve everyone in creating special meals or activities, ensuring expectations are managed collectively. For example, one tradition we always anticipate in our family is making steamed pudding and pineapple tart during the holidays. It is the laughter in the kitchen, the conversation, and the nostalgia of childhood memories that make it worthwhile.”

Long-term consequences

“If we succumb to pressures for excessive spending at this time of year, financial stress will inevitably follow, potentially having serious consequences for our families in the new year—the well-known ‘Janu-worry’ phenomenon.

“Remember that life continues beyond the festive season, with all usual expenses and perhaps unexpected ones too. Ideally, we should plan to continue living comfortably throughout the year.”

When to seek help

For individuals who feel compelled to overspend and struggle to control shopping habits independently, Mhlongo recommends seeking professional assistance.

Netcare Akeso’s 24-hour crisis line provides continuous support. Contact 0861 435 787 at any time, day or night, 365 days a year. Trained counsellors are available to listen and can guide callers regarding various mental health support options.