How to Shop Like a Minimalist

There was a time, more than 20 years ago, when I would go to the mall if I felt bored or stressed or a bit down. Shopping provided “me time.” I’d wander in search of something to give me a little lift – nothing too expensive, nothing I’d feel too guilty about, just something small like a scented candle, a nice hand lotion, a new top, a pretty journal, or something for my kids. Or I’d hang out in the bookstore, browse the magazines, and leave with books I could have checked out of the library.

I didn’t need what I bought, I didn’t even feel a strong desire for any of it after I’d bought it. What I wanted was a little shot of dopamine to make me feel good about myself.

Many of these purchases wound up getting donated or regifted. I’d gotten my high, which didn’t last, and now I wanted to remove these sources of clutter (and debt, but that’s another story). Clearing out the excess meant I could go shopping again.

Shopping and Brain Chemistry

Did you know that when you see pictures of items you’d like to buy, the dopamine receptors in your brain become active? You don’t actually have to be in the presence of items for sale. Pictures – online, on TV, in a magazine – will arouse the sense of imminent pleasure. And if the price is right, the response is even stronger.

Most of the time, I no longer shop to improve my mood. However, I do monitor prices on some items, and I enjoy looking for deals. That’s consistent with what studies show. If a retailer can make you believe you’re getting something for a lower-than-normal price, or even for free, you’re more likely to buy, even if you don’t need the item. That’s why BOGO pricing, clearance sales, coupons, and concepts like frequent flier miles and “cash back rewards” are so good at luring us in.

My enjoyment of a good price will sometimes lead me to buy something I don’t need yet. For example, I currently have a pair of brand-new, still-in-the box Sketchers Go Walks on the floor of my closet. I bought a duplicate of a pair I already have because Amazon offered me 15% off. They’re not really clutter, because I’ll wear them eventually, but I didn’t need them when I made the purchase.

The dopamine response explains why so many of us love Sam’s Club or Costco. We’ll happily buy cases of macaroni and cheese or lentil soup, even if they have to live on top of the washing machine because our pantries are already full. Oh well… the price per unit was so low! And we’ll use them someday.

Another thing that retailers do to make us buy is introduce scarcity. My closet is also hosting two unworn and currently unneeded pairs of my favorite color and cut of jeans, because the company that makes them had a “closeout sale” on the style. This was a cue for my brain to move into “competitive mode” – which increases adrenaline and cortisol. I felt a compulsion to buy because otherwise I might lose the opportunity. In fact, I was afraid not to buy.

This stress hormone response explains why so many of us buy two months’-worth of toilet paper and multiple cases of bottled water when a winter storm is on the way – if we don’t buy it, someone else will, and we’ll lose. It’s also why industries from fashion to auto to technology (and even cleaning supplies) continually introduce “new and improved” models. It’s a double whammy. Not only do new products promise the pleasure of anticipation; they also access our fear of missing out.

The Minimalist Response

One thing we learn from minimalism is that we aren’t animals. We don’t have to be slaves to our instincts; we can (to some extent) disregard the messages our brains send us. It’s a little like those people who have trained themselves not to stampede in panic at the sound of a gunshot. They can choose to slow down and help or protect someone else in spite of the
danger.

(Please understand – I don’t think minimalism makes me or anyone else heroic.)

Minimalism is about intentionality – making informed choices about what we buy, how we manage our homes and possessions, and how we use our time and money.

Shopping with intention means postponing it until there’s a need, rather than letting retailers manipulate our chemistry to control our behavior. It means becoming aware of our triggers and deciding to direct our attention to something more productive and meaningful.

How can I keep from getting high on shopping?

Slow down.
When we buy more than we need, we’re probably acting on impulse. We’re buying with our emotions instead of our minds. Take a beat, and give yourself the chance to reconsider. Make a list.
Before you go shopping, list the things you need and exactly what you’re looking for. This lets you consider your purchases and set some parameters. You’ll be less likely to buy something that’s not quite right for you just because it’s on sale. Use the “three-day rule.”
Our brain chemistry drives us toward impulsiveness. Instead, notice what you see and want to buy and tell yourself that if you still want it in three days you can come back and buy it guilt-free. Do you even remember it three days later? Or does your sudden “need” dissipate during that time? Make it harder.
Unsubscribe from email lists and sales notifications. (Remember, all those coupons are designed to get you to buy.) Don’t save credit card details on websites, and stop carrying one in your wallet.
Stop “just browsing for ideas.” The store is counting on you to be stimulated by its displays. If you want to be more creative, get inspired by limits, experimentation, and a willingness to keep trying, even after you fail. Save, don’t spend.
Sales and store receipts are constantly pointing out how much consumers are “saving” by making certain purchases. But when we buy stuff – especially stuff we don’t need – we’re spending, not saving. “Deals” and “rewards” are sales tactics, not savings strategies. The quickest way to remind yourself that you’re spending money is to pay with cash. Declutter. Before you buy something new, get rid of things you don’t use or love. Remember that you bought all of it because you thought it would meet a need, improve your life, or otherwise make you happy. Now it’s in the back of your closet or in a box in the basement. Has it done for you what you thought it would? Experiment.
Try a shopping ban. Create your own rules, such as the length of the ban and the items that are off-limits. Invite a friend to join you, and think of fun shopping alternatives you can do together. Increase dopamine in other ways.
You like the feeling you get when you shop, see something enticing, and then acquire it. It’s like a treasure hunt! But there are other ways to get a shot of feel-good dopamine:
exercise (especially walking, running, cycling)
get a good night’s sleep
connect with a friend
complete a project/cross a chore off your list
listen to your favorite music (bonus points if you dance to it)
do something you’re good at
drink a cup of coffee or tea
get some sunshine
spend time with a pet
watch or read something that makes you laugh
eat protein-rich foods like eggs, nuts, or low-fat dairy
pray or meditate
enjoy beauty (watch the sunset, gaze at the stars, smell the roses, go to an art gallery) Return it.
If all else fails, return that unneeded thing you bought because you were bored, curious, or sad.

Break free.

Buying something new can give us a momentary lift, but it doesn’t last. The gratification is short, and then we need to do it again to get the same high. We experience disappointment, guilt, debt, and clutter – bad things that make us want to shop (or eat, or drink, or escape). It’s a vicious circle.

There are better ways to feel better, and these nine responses can help us shop smarter and with purpose – like a minimalist.

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About the Author: Karen Trefzger is a writer, singer, teacher, wife, mother, and grandmother who has been choosing a simpler life for over 20 years. She is the author of several books about minimalism, and blogs at Maximum Gratitude Minimal Stuff.