The Galleon - Portsmouth's Official Student Newspaper

In times of economic gloom one would assume that people begin to tighten their belts and save the pennies but we women are curious creatures and as the rest of mankind looks bleakly into the future we prefer instead to glance to the bottom of our handbags in search of cold hard plastic.

Faced with the harsh realities of life, breaking up with a boyfriend, gaining weight, losing a job, our immediate response is to spend, spend spend, regardless of the financial outcome.

After all nothing is quite as satisfying as breaking open a bottle of cheap Pinot Grigio, tucking into a bag of peanut M&M’s whilst watching a DVD with some equally as forlorn friends.

All these things cost money and they all add up, besides this is just the beginning of what is known as emotional shopping, the high we get from any purchase may only be enough to alleviate the pain of a recent break up for all of a few seconds but in our minds it is worth it.

Although M&M’s may not break the bank, larger purchases are sure to create a substantial dent in your bank account, think of all the clothes you have ever purchased as a result of an emotion.

The relief felt after passing an exam or even the completion of one definitely deserves a ‘well done’ present to yourself, stressful day at work equals new top, heartbroken, no fear? Here’s a new dress certain to cure any feeling of hopelessness.

This is so much more than a shopping addiction, this is shopping which is directly tied to your emotional state.

In the face of angst, depression and jubilation we purchase Abercrombie, Dolce and Gabbana and Juicy Couture and for a while all seems perfect in our world of emotional well being.

That is until your greeted with an unwelcome slap in the face in the form of a bank statement which surely can’t be yours, most women make a point of casually scanning the figures without fully realising the damage which has been done, a skill so perfected that a minus sign no longer registers to the naked eye.

The reason for emotional shopping is simple, advertising promises us the feelings that we so desperately crave, something as little as a new lipstick, apparently holds the power to captivate any man that comes your way or a Galaxy bar which promises to melt away all your troubles.

Of course you could always put into practice some anti-emotional shopping strategies by holding yourself accountable to a friend, only making a purchase after a deliberation period of 24 hours or avoiding television completely, so as not to be sucked in by adverts concocted by emotionless business moguls.

Fact is, emotional shopping is nothing new and looks certain to remain a major contributor to the consumer industry in the future with people more willing to face a lifetime of debt, that is, for as long as the wine and M&M’s hold out.