News

From Black Friday specials to holiday-themed advertising, we are pressured from all sides to spend at this time of year. A clinical psychologist explains why these emotionally charged spending traps can be especially difficult to resist.

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

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

Top tips for staying in control of spending

• Before every purchase, distinguish between the things you want and the things you need.
• Assess your budget objectively and keep track of your spending honestly throughout the month.
• Make it meaningful, not flashy. Find creative, personal ways to treat those closest to you.
• Teach your children to value the things that truly matter, like quality time instead of objects.
• Communicate holiday budgeting intentions and shared responsibilities.
• Keep savings aside for those unexpected expenses that can lead to ‘Janu-worry’.

“If you need a specific item, it makes sense to compare specials before reaching a decision. However, we need to be aware of the risk of being drawn into Black Friday fever, which can lead to impulsive and  reckless spending.

Pic: Zipho Mhlongo, a psychologist practising at Netcare Akeso Nelspruit

 

“When you had no intention of spending money in the first place, the hype leading up to seasonal sales can create a fear of missing out, or ‘FOMO’, especially as we are increasingly bombarded with targeted advertising in our social media feeds, specifically tapping into our personal interests to convince us to buy more,” Mhlongo points out. “Marketing experts have perfected the art of persuasion. They study the psychology of motivation and use tools that are strongly convincing in encouraging us to spend even if we had no intention to. Our brains release a hormone called dopamine. Dopamine plays a role in how we feel pleasure and rewards. When we do something that feels good, our brains release a rush of dopamine, and we naturally seek more of that good feeling by repeating the behaviour that made us feel good. This could be anything from eating delicious food to binge-watching your favourite show, having sex and of course shopping. So advertisements are designed to trigger a dopamine rush so that customers are motivated to buy.  “Some of us struggle to contain the desire to buy luxuries, even when we cannot afford to spend a lot of money on unnecessary trinkets before meeting our monthly obligations. We need to be aware that if we are drawn into the hype and perceived emotional pressures to spend money that are everywhere at this time of year, we risk losing control of our financial security. This can attract unnecessary misery and potential mental health distress.” Some are tempted to go into debt, spending on gifts or treats for family and friends at this time of year, out of a desire to be generous and show their love through material things.

 

“The festive season can be even more meaningful without the need to get yourself into financial trouble. Rather, put effort and time into cherishing the personal relationships you have. Money can’t buy the most thoughtful, caring tokens or gestures, and there are many ways to celebrate togetherness that don’t need to cost a lot,” he says.

Mhlongo suggests starting by communicating with your family and loved ones early, before the holidays, about ways to have a good time without putting anyone under financial pressure.

“It is also sensible to tell children or other family members who you will be spending the festive season with about the need to save money and involve everyone in creating special meals or activities, so that expectations are managed and shared. For example, one of the things we always look forward to in our family is making steamed pudding and pineapple tart during the holidays. It is the laughter in the kitchen, the banter, the nostalgia of childhood memories that make it all the more worthwhile.

“If we give in to the pressures to spend excessively at this time of year, the financial stress is bound to catch up, and this could have serious consequences for our families in the new year, as we all know the ‘Janu-worry’ phenomenon.

“Remember that life continues beyond the festive season, with all the usual expenses and perhaps some unexpected ones too, and ideally, we should plan so we can continue living comfortably. For some people, the desire to spend money or acquire things can become like an addiction.

“If you feel compelled to spend too much and have tried to curtail your shopping but find you cannot do it alone, it may be time to consider seeking professional help.”

Netcare Akeso’s 24-hour crisis line is always here for you. Call 0861 435 787 any time of day or night, 365 days a year, trained counsellors are available to listen and can guide you on the various options for mental health support.
 
Ends

About Netcare Akeso
Netcare Akeso operates a network of private inpatient mental health facilities and is part of the Netcare Group. Netcare Akeso provides individual, integrated and family-oriented treatment in specialised inpatient treatment facilities, as well as certain outpatient services, for a range of psychiatric, psychological and substance use conditions. Please visit www.akeso.co.za or contact [email protected] for further information.

In the event of a psychological crisis, call 0861 435 787, 24 hours a day for emergency support. Psychiatrist consultations can be made through Netcare appointmed™, online at www.netcareappointmed.co.za or by calling 0861 555 565.

For media enquiries, please contact MNA at the contact details listed below: