I find treats (both food related and non) synonymous with happy little mood boosters. But lately I’ve been trying to cut back… and not just on the calories. Because I buy in streams of consciousness. Do you do this too?
I get fixated on all sorts of fun additions to my life. Coordinated pajama sets from Marshall’s, or the new Trader Joe’s seasonal offerings, silk scarves, small 4 ounce glass bowls, must have ballet sneakers, new Pringles flavors, white sales on new linens and pillows, or travel sized almond cuticle oil mini bottles. And I convince myself that I might need multiples of all of these things, so I stock up. What’s more is the feeling that I’ve earned them– I met my financial goals for the month! I wrote another blog post! I got out of bed on a rainy Friday and forced myself to log in business cards from the latest conference I attended. Woohoo. The “goals” get smaller and smaller but the thought that I’ve earned something for doing what I’m supposed to do becomes a constant.
So my brain is wired to seek rewards. (Don’t you be laughing at me, honey. Yours is too!) I feel like I’m forever on a quest for new and exciting home or wardrobe variants that have flair and style or are modern and timeless. And for innovative snacks with better ingredients that seem healthy or (gasp) ones that are absolute crap but look delish.
Newsflash! The system really is rigged against us. And this is NOT fake news. Stores like Zara get new drops in all the time. And the hunt to find a treasure is an adrenaline rush that has little to do with needing something and more to do with wanting to play the retail game of what you can score, especially if it’s a bargain. Stores like T.J. Maxx who boast constant turnover of their merchandise have their diehards as well, myself included. And don’t even get me started on coupon culture.
This all reinforces a pattern of obtaining an inexpensive treat or reward if you’ve done something small like visit the gym today or emptied the dishwasher! You’ve hit a work target or even made it through the week! Time for a gold star… which feeds the mindset of deserving small rewards for managing our lives. Treat Culture if you will.
There are always new and improved formulations for makeup, better packaging for snacks, and festive holiday releases in every category that you can’t help but crave. Small brick and mortar locations even change the layout of the store as often as possible to offer a new sensory experience for discovery. Anthropologie does this well. And GAP does this often. Unable to vary a floorplan, the big department stores focus on their street traffic facing windows with amazingly creative thematic displays and showstopping holiday decorations that lure you inside.
And instead of it being sensory overload, we want more. The psychology behind our addictive behavior has to do with variable rewards. Here’s a quick cartoon that sums up how they suck us in and keep us hooked…
That makes so much sense. Online shopping is also dangerous territory. God forbid you summon the courage to walk away from the keyboard and the willpower to say no to a treat, they stalk you. I’m trying so hard not to give into my retail impulses but I am admittedly weak.
In October I had my eye on a gorgeous Miu Miu handbag from Saks. I even went to the Miu Miu store to look at the purse in person. It was bomb. But I decided to wait until my upcoming Paris trip, as it would be much less expensive there if I moved forward with the purchase. (I didn’t end up getting it by the way.) But Saks literally stalked me! First I got the email that said I deserved it, asking if I needed a second look.
And then they followed up their pressure campaign letting me know that styles were running low. This was my one chance to buy the bag! Wow.
Tuckernuck is no better. If you’re browsing online they follow your every click. They even save your picks for you after you’ve exited the site.
And then they really put the screws to you. How about 10% off, Jen? Low stock alert! Act now. This is truly retail peer pressure.
But Old Navy has to be the worst, praying on your fear of missing out with their sellout risk warning. And when you see the discount and calculate that Wednesday is rapidly approaching, how can you not pull the trigger…
I love it when influencers get creative and coax you into a luxury brand by suggestive marketing. Not that the top tier labels need any help. But check out these on brand attractions. Would you like to sleep in a Chanel bed or visit a zoo with custom painted zebras??
What about a Chanel beach party with fancy twist cones or a treat cart with logo’d donuts bearing the famous CC insignia?
Could you be seduced by an Hermès tangerine dream frozen yogurt? Wow that looks good. Yes, please!
I’m sure those were all AI generated, but it does get you focused on the brands they feature. And speaking of labels, another smart marketeer came up with one that really applies to me. I think I am an unofficial Snack Coordinator. What do you think? In fact, I might just have MVP status because according to me, anything worth eating or having or wearing is worth sharing so that someone I love can hopefully have the same amazing a-ha experience too.
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