Compulsive Buying: The Hidden Urge

The Unstoppable Urge: How Compulsive Shopping Became Britain's Hidden Crisis

For some, a trip to the shops offers a welcome lift. It provides a small escape, a moment of self-indulgence in a busy world. But what is the outcome when the simple act of shopping becomes an uncontrollable compulsion? For thousands across Britain, this question is not hypothetical; it is the destructive reality of their daily lives. This behaviour, often dismissed as frivolous, masks deep-seated issues and leads to crippling debt, mental anguish, and lives consumed by the next purchase. The problem is escalating, quietly tearing through families and finances, leaving a trail of devastation that the country is only beginning to acknowledge.

A Life Under a Mountain of Clothes

Amidst towering arrays of tops, dresses, and sweaters, Lucy’s story begins. She explains how she could dedicate as many as fourteen hours each day to scouring online stores for new apparel. This was her method of escaping a reality she could not face. To an outsider, the 37-year-old’s life might have appeared to be a fashion lover's dream. Lucy, in contrast, is firm about how this uncontrolled purchasing severely harmed her existence and well-being. The endless pursuit of the next garment was not a hobby but a harmful obsession that took over everything. Her story is a stark illustration of how a seemingly harmless activity can spiral into a life-altering addiction with profound consequences.

The Drowning Sensation of Addiction

At its worst, Lucy's compulsion led her to neglect essential financial responsibilities. She found herself unable to pay her bills, prioritising the acquisition of new clothes above all else. She conveys a feeling of being submerged, both physically and emotionally, describing a constant sensation of being crushed under the weight of her purchases. The clothes became a physical manifestation of her internal struggle. She cannot estimate the quantity of clothes in her possession. They have filled an entire room within her residence in West Yorkshire, several large suitcases, and now occupy a 35-square-foot storage unit, a testament to the scale of her compulsion.

An Armour Made of Fabric

The clothes served a specific purpose for Lucy. They were not just items of apparel but a form of protection. She clarifies that garments provided a shield against the emotions she faced in her daily existence. This feeling of security was fleeting, however, demanding constant reinforcement through more purchases. Her problem escalated after she established a fashion-focused Instagram account. The validation and interaction from the platform fuelled her habit, which ultimately escalated to a weekly expenditure of £700, accumulating a staggering debt of £12,000.

A Constant Craving for Escape

The addiction infiltrated every corner of her existence. Shopping was the initial thought that occupied her mind upon waking each morning. The search for the next item became an all-consuming quest. "A person continues the search for new clothing much like an individual might carry on consuming alcohol," she recalls, "since they have not yet attained the mental escape they desire." This comparison to substance misuse highlights the powerful psychological grip of her condition. The relief provided by each purchase was temporary, a short-lived high that inevitably led back to the same empty feeling, creating a relentless and exhausting cycle of craving and remorse.

The Moment of Realisation

Lucy’s perspective began to shift when she saw online influencers showcasing vast and endless wardrobes. This constant exposure to what seemed like limitless consumption made her own habits feel less extreme. It took a therapist to introduce a new, crucial term into her vocabulary: oniomania. This clinical name for the irresistible desire to acquire items was a revelation. Learning about it within a National Health Service cognitive behavioural therapy meeting was a moment of sudden insight for her. It was the first time she understood her behaviour not as a personal failing but as a recognised disorder, something that could potentially be understood and treated.

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Defining an Unseen Illness

The condition of compulsive buying disorder, sometimes referred to as shopping addiction or oniomania, is a serious issue. It shows up as an overpowering desire to purchase and spend money, often in defiance of severe negative consequences. This is not simply a matter of occasional overspending; it is a persistent behavioural pattern that disrupts lives. Individuals feel a pre-purchase tension or anxiety, which they believe only the act of buying can alleviate. This cycle of escalating tension and temporary relief is a hallmark of addictive behaviours, trapping individuals in a loop that is incredibly difficult to break without professional help and support.

A Growing National Problem

The exact number of people in the UK suffering from shopping addiction remains uncertain, but estimates are worrying. Research reviews suggest that the condition affects between 8% and 16% of the UK population, with some studies indicating a potential increase following the global health crisis. These figures translate to millions of individuals caught in a cycle of compulsive purchasing. Women appear to be disproportionately affected, being nine times more likely to develop the disorder than men. Now, a growing chorus of voices, including Lucy's, is calling for the issue to be treated with greater seriousness, demanding better understanding and more accessible assistance from the National Health Service.

A Call for Resources

Lucy and many others feel that the support systems currently in place are critically insufficient. Lucy remarks that current resources are inadequate. She feels the level of investigation and awareness for oniomania does not match that for substance-related addictions. This sentiment is echoed across the country. Sufferers find themselves battling a condition that is not only personally devastating but also largely unrecognised by the wider medical community. This lack of formal recognition and dedicated resources leaves many feeling isolated and without a clear path towards recovery, fighting their battle in the dark.

The Closet of Calamity

Natalie, a 40-year-old from Rotherham, has her own monument to compulsive buying: a space she dubs her "closet of calamity." Inside her home, she has gathered in excess of ten thousand household products. For Natalie, the issue is intertwined with her obsessive compulsive disorder, or OCD, which compels her to purchase specific products in specific quantities and colours. This compulsion fills her cupboard with a staggering collection. The collection includes 300 containers of toothpaste and a remarkable three thousand laundry capsules. Her story reveals how shopping addiction can co-exist with and be exacerbated by other mental health conditions, creating complex challenges for treatment.

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An Escalating Compulsion

Natalie’s situation worsened over time. "The situation worsened to where I would go out, and I felt restless unless my car's trunk was filled," she says. At the most intense phase of her condition, she was visiting shops every single day. Her monthly outlay could be as much as £3,000, a significant portion of which, around £1,000, was spent solely on toiletries. The drive to buy became an insatiable and urgent need. She admits she is unable to cease her actions and has no inclination to do so. An item seen online becomes a necessity she must obtain, regardless of the method.

The Digital Triggers

The digital world provides a constant stream of triggers for Natalie. As someone whose career is in private nursing, she finds her off-hours consumed by online content. Devoting around six hours daily to viewing perfume-related content is not uncommon, a habit that directly fuels her spending. Advertisements, she says, greatly influence her purchasing patterns. In a recent and striking example of this impulsive behaviour, she made £1,000 in purchases during a plane journey. She estimates she has acquired around 400 different fragrances in just over two years, a clear marker of the intensity of her compulsion.

A System Failing its Patients

Natalie has sought help for her condition through both NHS and private therapy. However, she feels these attempts have been largely unsuccessful. A significant barrier, she admits, is that she is not yet psychologically ready to stop her compulsive acquiring of items entirely. Her immediate focus is on attempting to reduce her spending rather than ceasing it altogether. She firmly maintains that all addictive behaviours deserve the same treatment and that more therapeutic choices ought to be accessible through the NHS for those who want them. Her experience highlights a potential gap in care for those still unprepared for complete abstinence.

The Hidden Mental Toll

The BBC’s investigation, interviewing fifteen people who believe they suffer from a shopping compulsion, uncovered a common thread of profound mental distress. Many spoke of the heavy psychological burden the condition imposes, describing a persistent and deep-seated sense of culpability, shame, and despair. The consequences can be severe and far-reaching. One person revealed that their compulsive acquiring of goods led to the emergence of an eating-related disorder. Another described the addiction as a "monster" that had taken over their life. These powerful testimonies underscore the devastating, and often hidden, emotional impact of the disorder on individuals and their families.

The Unofficial Diagnosis

A significant hurdle for sufferers is the lack of a distinct medical diagnosis for shopping addiction. The NHS confirms that one can develop an addiction to nearly anything, but oniomania does not have its own classification. Experts are divided on how to categorise it. Some contend it should be seen as a behavioral compulsion, similar to gambling disorder, which has been officially recognised in the DSM-5. Others believe it is more closely linked to mood disorders or obsessive-compulsive disorders. This lack of consensus means the condition often falls through the cracks of the healthcare system, leaving patients without a clear diagnostic pathway.

Psychiatry Caught Off Guard

Professor Ian Hamilton, an addiction specialist from York University, suggests the rapid increase of compulsive buying has taken the psychiatric field by surprise. With thirty years of experience in this area, he believes formal recognition is still some years away. This delay in classification has real-world consequences, hindering the development of specialised treatment programmes and public health strategies. The disorder's multifaceted nature, blending impulse control issues with behavioural addiction traits, makes it a complex phenomenon for clinicians to definitively categorise and address within existing psychiatric frameworks, contributing to the ongoing debate and delaying progress.

Borrowing from the Gambling Playbook

Professor Hamilton also observes a worrying trend. He points out that the world of retail has taken on tactics first created by the gaming world to retain user engagement. Features like time-limited offers, personalised recommendations, and one-click purchasing create a seamless and compelling user experience designed to encourage impulsive behaviour. He asserts his belief that it is no mistake that individuals get stuck in a cycle of purchasing, feeling pleasure, and then experiencing regret. This intentional design creates a powerful cycle that can be incredibly difficult for vulnerable individuals to escape, blurring the line between marketing and exploitation.

The Power of the Influencer

The emergence of the social media influencer is not a coincidence, adds Professor Hamilton. It represents a fundamental shift in how products are marketed. The visual and personal nature of influencer content creates a powerful persuasive effect. "Hearing a product's description is one experience," he explains, "but that is less impactful than viewing a sleek, professional video that praises the product's benefits and highlights only its strengths." This curated and aspirational content can be intensely compelling, driving consumer desire in ways that traditional advertising cannot. Research shows nearly half of all purchasing decisions are now influenced by such endorsements.

The Gateway to Debt

For Alyce, who is from Bristol, acquiring items became a way to cope with deep-seated issues surrounding her self-confidence and personal esteem. Her journey into serious debt began at eighteen years old when she first utilized "Buy Now, Pay Later" (BNPL) schemes, a choice she now calls an entry point to different, more significant forms of credit. These services, which have exploded in popularity, offer an easy, frictionless way to delay payment. For a young person struggling with self-worth, the immediate gratification of a new purchase, detached from the immediate pain of payment, proved to be an irresistible and dangerous combination.

The Vicious Cycle of Spending

Ultimately, Alyce found herself burdened by financial obligations amounting to £9,000. Her outlay had escalated to a monthly total of up to £800, primarily on clothes ordered online. The process itself became addictive. "The greater number of packages there were to unbox, the more thrilling it felt," she says. This feeling, however, was incredibly short-lived. "However, after unboxing the items, the excitement faded, sadness returned, and the pattern would repeat." This pattern of a fleeting high followed by a crash is a classic hallmark of addiction, driving the individual to repeat the behaviour to regain the initial feeling of excitement and escape.

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Social Media as the New QVC

Alyce offers a sharp analysis of the modern retail landscape. "In essence, social media is a new form of QVC, tailored for a youthful audience to view," she observes. The constant, curated stream of new products presented by relatable influencers creates an environment of perpetual temptation. This digital storefront is open 24/7, accessible from anywhere, making it incredibly difficult for those with a compulsion to disengage. It is a far more pervasive and personalised form of shopping channel than anything that has come before, seamlessly integrating commercial pressure into daily social interaction and entertainment, targeting consumers with unprecedented precision.

A Way Out Through Therapy

Alyce, with a job in business administration, has succeeded in conquering her compulsion. Her recovery was made possible through therapy, which equipped her with the tools to understand and manage her compulsive behaviour. She is currently nearly free of the financial obligations that once overwhelmed her. Reflecting on her journey, she is certain that without professional intervention, her situation would have become far more severe. "Without that action, I'm genuinely uncertain of what my situation would be today," she says. Her success story offers a message of hope, demonstrating that recovery is possible with the right support and a commitment to change.

The All-Consuming Nature of Addiction

The addiction, Alyce explains, genuinely reshapes a person's mindset. It gradually seeps into every aspect of daily life until it becomes the central organising principle. "Your entire existence centers on the next payday, which allows for more shopping," she says. This singular focus can be incredibly isolating and overwhelming, straining relationships and professional responsibilities. The constant pressure of managing debt while simultaneously fighting the impulse to purchase creates a huge psychological load. "The entire situation simply grows to be too much," she concludes, capturing the exhausting reality of living with an active shopping addiction, where every day is a battle for control.

The Digital Shift and Its Consequences

The rise of compulsive buying is inextricably linked to the explosion of e-commerce. Online retail transactions have increased twofold over the last decade. In June 2025, the share of transactions made online was almost 28%, with online spending values showing a 4.5% increase compared to the previous year. This shift online has removed many of the natural barriers to spending. Consumers no longer need to travel to a physical shop or handle cash, making impulsive purchases easier than ever. The internet provides a frictionless environment where a moment of weakness can translate into a significant purchase with just a single click.

The Rise of "Buy Now, Pay Later"

The expansion of unregulated "Buy Now, Pay Later" (BNPL) services has further fuelled the problem. These services have seen explosive growth, with the market quadrupling since 2020 and expected to hit £30 billion this year. An estimated 22.6 million people in the UK have used BNPL services. These schemes are particularly popular with younger generations, with over half of Gen Z and Millennials having used them. While they offer flexibility, they also make it dangerously easy for consumers to accumulate debt. Worryingly, research shows nearly half of young people are unaware that using BNPL can lead to debt and that they can be referred to debt collectors for non-payment.

The Need for Official Recognition

For psychotherapist Pamela Roberts of the Priory Group, the path forward is clear. She argues that effective treatment is contingent on official recognition of the disorder. "Acquiring new methods for coping is essential, but this can only happen once it is acknowledged as an issue, which requires official validation," she adds. This formal acknowledgement would unlock crucial funding for research, lead to the development of specialised training for therapists, and raise public awareness. Without it, shopping addiction will remain a grey area in mental healthcare, leaving countless individuals struggling without the validation and support of an official diagnostic label.

The Promise of Talking Therapies

In response to these concerns, the NHS points towards its existing services. A representative for the NHS said, "Treatment for various conditions, including OCD, is provided by NHS Talking Therapies, which also offers practical skills and methods for coping." The representative further noted that any individual grappling with such conduct can reach out to their general practitioner or self-refer for therapeutic help. While these services are valuable, critics argue they are too generic. They are not specifically designed to address the unique triggers and patterns of compulsive buying, highlighting the need for more specialised and targeted therapeutic interventions for this growing problem.

The Role of Cognitive Behavioural Therapy

Many experts see Cognitive Behavioural Therapy (CBT) as a highly effective therapy for compulsive buying. This therapeutic approach focuses on helping individuals identify and challenge the harmful thought patterns and behaviours that drive their compulsion. Through CBT, patients learn to recognise their emotional triggers, such as stress or low self-esteem, and develop healthier coping mechanisms. Research shows that CBT can provide practical, lasting tools for managing spending and preventing relapse. Both individual and group CBT sessions have proven effective, with group settings offering the additional benefit of reducing shame and isolation.

The Wider Environmental Cost

The crisis of compulsive buying has consequences that extend far beyond personal finances and mental health. The "fast fashion" model, which encourages rapid and continuous consumption, exacts a heavy toll on the planet. The fashion industry is now responsible for up to 10% of global carbon emissions and 20% of all industrial water pollution. UK clothing purchases have soared, leading to an increase in textile waste, which now exceeds 92 million tonnes globally per year. Much of this waste consists of synthetic fibres like polyester, which are derived from fossil fuels and can take centuries to decompose in landfills, leaching microplastics into the environment.