Do You Have a Toxic Relationship with the Phrase “Treat Yourself”?

The phrase “treat yourself” has become a modern mantra. It’s a great way to celebrate a milestone, reward a job well done, or break free from your everyday routine. However, when it comes to our bank accounts, treating yourself can sometimes cause more harm than good.

One small indulgence leads to another, and before you know it, the lines between self-care and overspending blur. You might walk away from the register with a bag in hand but a sinking feeling in your stomach. Sound familiar?

When Does Treating Yourself Cross the Line?

Everyone’s definition of treating themselves is different. For one person, it’s a spa day; for another, it’s a scenic hike. However, the idea often revolves around purchases made purely for self-fulfilment.

While the idea of indulging freely sounds appealing, it’s easy to get swept up in the moment and overspend. We rationalise:

• “I deserve this.”
• “It’s a special occasion.”
• “This will make me happy.”

But when the credit card bill arrives, that fleeting happiness can quickly morph into regret.

The Emotional Cost of Overspending

Did you know that in a study of 1000 online shoppers, 48% of respondents recently made an impulse purchase, and 56% of those regretted it?[1]

 Emotional spending doesn’t just drain your bank account – it can also:

• Trigger feelings of guilt or anxiety.
• Strain relationships, especially if financial stress impacts your family or partner.
• Lead to a cycle of dependency, where spending becomes a way to manage stress or emotions.

In many cases, the emotional cost outweighs the temporary satisfaction of the purchase.

Why Is It So Hard to Resist?

In today’s world, we’re constantly bombarded with reasons to spend:

Advertisements: Studies show the average person is exposed to over 6,000 ads per day[2], many designed to trigger emotional responses.

Social Media: Platforms like Instagram and TikTok showcase carefully curated lifestyles that can lead to “keeping up” behaviour.

Convenience: Online shopping makes it easier than ever to click “Buy Now” without fully considering the impact.

The result? Emotional spending can feel almost unavoidable.

Tips for Avoiding Emotional Spending

Identify Your Triggers
Reflect on what prompts you to spend emotionally. Is it stress? Boredom? Social pressure? Understanding your triggers is the first step to breaking the cycle.

Implement a 24-Hour Rule
For non-essential purchases, wait a day before buying. This cooling-off period can help you decide whether the item is truly necessary or just a passing urge.

Create a Wish List
Instead of buying on impulse, add items to a list. Revisit it after a week or a month to see if you still want them.

Use Cash or Debit
Paying with cash or a debit card helps you stay within your means and avoids the temptation of overspending on credit.

Unsubscribe and Unfollow
Reduce temptation by unsubscribing from promotional emails and unfollowing accounts that influence unnecessary spending.

Reframe Treating Yourself
Shift your mindset from “treating yourself” with purchases to “treating yourself” with experiences or activities that bring long-term joy.

Affordable Ways to Treat Yourself

Taking care of yourself doesn’t have to break the bank. Here are some budget-friendly (or free) ways to indulge:

• Enjoy a picnic at your local park.
• Take a relaxing bath with candles and music.
• Bake something sweet from scratch.
• Spend quality time with loved ones.
• Start a new book or revisit an old favourite.
• Explore free community events or local markets.

These simple acts of self-care often leave you feeling more fulfilled than a spur-of-the-moment shopping spree.

Treat Yourself, Mindfully

Treating yourself is an important part of self-care – but it should never come at the cost of financial stress. By setting boundaries, focusing on non-material rewards, and being mindful of your spending, you can ensure your indulgences remain a source of joy rather than guilt.

At Lifetime, we believe that every choice should bring you closer to the life you want. Whether it’s planning for the big milestones or just gaining clarity for the road ahead, we’re here to help you create a future you’ll feel confident about.

Get in touch today or call us on 0800 656 466 to start the conversation.

Disclaimer: This article has been prepared for the purpose of providing general information, without taking into consideration any particular person's objectives, financial situation or needs. Any opinions contained in it are held by the author as at the report date and are subject to change without notice.

References: