![\"\"](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2025\/11\/Zipho-Mhlongo-clinical-psychologist-002.jpeg\")
Zipho Mhlongo, a clinical psychologist who practises at Netcare Akeso Nelspruit<\/p>\nFrom 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.<\/p>\n
The psychology behind marketing pressure<\/p>\n
\u201cThe concept of \u2018discounts\u2019 and \u2018savings\u2019 is promoted to create excitement and capture customers\u2019 attention. Marketing experts employ sensational language and various persuasive methods to motivate customers to spend on products and services,\u201d says Zipho Mhlongo, a clinical psychologist who practises at Netcare Akeso Nelspruit.<\/p>\n
Zipho Mhlongo, a clinical psychologist who practises at Netcare Akeso Nelspruit<\/p>\n
\u201cWe 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.\u201d<\/p>\n
Essential tips for controlling festive spending<\/p>\n
\u2022\u00a0Distinguish needs from wants\u00a0\u2013 Before every purchase, clearly separate things you genuinely need from those you merely desire<\/p>\n
\u2022\u00a0Monitor your budget\u00a0\u2013 Assess your finances objectively and track spending honestly throughout the month<\/p>\n
\u2022\u00a0Choose meaning over materialism\u00a0\u2013 Find creative, personal ways to treat those closest to you<\/p>\n
\u2022\u00a0Teach valuable lessons\u00a0\u2013 Help children appreciate things that truly matter, such as quality time rather than material objects<\/p>\n
\u2022\u00a0Communicate openly\u00a0\u2013 Discuss holiday budgeting intentions and shared responsibilities with family<\/p>\n
\u2022\u00a0Prepare for January\u00a0\u2013 Keep savings aside for unexpected expenses that can lead to \u2018Janu-worry\u2019<\/p>\n
The science of shopping impulses<\/p>\n
Mhlongo explains the neurological basis behind shopping urges: \u201cMarketing 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.<\/p>\n
\u201cOur 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\u2014whether eating delicious food, binge-watching favourite programmes, or shopping.\u201d<\/p>\n
The FOMO factor<\/p>\n
\u201cWhen you had no intention of spending money initially, the excitement surrounding seasonal sales can create a fear of missing out, or \u2018FOMO\u2019\u2014particularly 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,\u201d Mhlongo warns.<\/p>\n
Avoiding financial stress<\/p>\n
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.<\/p>\n
\u201cThe 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,\u201d he advises.<\/p>\n
Creating meaningful traditions<\/p>\n
Mhlongo suggests beginning early communication with family and loved ones about enjoying the holidays without financial pressure.<\/p>\n
\u201cIt 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.\u201d<\/p>\n
Long-term consequences<\/p>\n
\u201cIf 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\u2014the well-known \u2018Janu-worry\u2019 phenomenon.<\/p>\n
\u201cRemember 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.\u201d<\/p>\n
When to seek help<\/p>\n
For individuals who feel compelled to overspend and struggle to control shopping habits independently, Mhlongo recommends seeking professional assistance.<\/p>\n
Netcare Akeso\u2019s 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.<\/p>\n","protected":false},"excerpt":{"rendered":"From Black Friday specials to holiday-themed advertising, consumers face pressure from all sides to spend during this time…\n","protected":false},"author":2,"featured_media":305579,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[64,63,203,21264,105],"class_list":["post-305578","post","type-post","status-publish","format-standard","has-post-thumbnail","category-mobile","tag-au","tag-australia","tag-mobile","tag-recommended","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/305578","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=305578"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/305578\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/305579"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=305578"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=305578"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=305578"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}