From late-night online orders to splurging on payday, emotional spending is becoming a modern coping mechanism for many Brits. Faced with rising living costs and the pressures of everyday life, more people are turning to “treat yourself” purchases to lift their mood sometimes at the expense of their financial wellbeing.

To understand just how deep this trend runs, the money experts at Moneyboat surveyed 1,000 UK adults to uncover the triggers, habits, and regional patterns behind emotional spending. The findings reveal which emotions send us to the checkout, which parts of the country are most likely to spend for a mood boost, and how different generations approach retail therapy.

Top emotional spending triggers in the UK

Boredom is the nation’s number one emotional spending trigger, with 3 in 10 (30%) Brits admitting it’s pushed them to spend money they didn’t have. Stress is close behind, affecting more than a quarter of people, and over a third (34%) confess to regretting stress-induced purchases.

Food is the go-to comfort buy for almost three in five (57%) people, followed by clothes and fashion: easy basket additions when looking for a quick pick-me-up. But emotional spending doesn’t always work; almost a quarter (24%) of Brits say it has negatively impacted their wellbeing.

Emotional spending patterns by region

Across the UK, more than one in five (22%) make mood-boosting purchases a few times a year, but habits vary widely by location.

• Newcastle: 30% shop for a mood lift more than twice a month.
• Manchester: 34% spend over £50 a month on treats.
• Cardiff: 35% most likely to spend under stress.
• Bristol: 33% splurge when feeling anxious.
• Sheffield: 47% spend impulsively when bored.
• Glasgow: 47% buy alcohol to improve their mood.

Which generations spend to feel better?

Generation X are the most frequent spenders, with 26% indulging more than twice a month, largely due to stress. Gen Z are most likely to spend out of boredom, while Millennials spend the most overall; 40% fork out more than £50 a month and 8% treat themselves several times a week.

Millennials are also the most likely to report a negative financial impact from emotional spending, compared to 78% of Boomers who say it hasn’t affected them.

How to stop emotional spending

With more than one in five Brits spending over £50 a month on treats (amounting to £600 a year) retail therapy can add up. The experts at Moneyboat recommend:

• Redefine “treats”: Swap shopping for free or low-cost feel-good activities like walking, yoga, or exploring new places.
• Plan your monthly spending: Use budgeting methods such as the 50/30/20 rule to prioritise essentials and savings before discretionary buys.
• Make it a challenge: Try a no-spend challenge for a set period to break the cycle of impulsive buying.
• Embrace the one in, one out rule: For every new fashion, tech, or beauty item you buy, remove a similar item you already own.
• Ask yourself before you buy: Consider questions like: Do I need it now?; Will I use it more than 30 times?; Do I already own something similar? Reflecting on your triggers (whether boredom, stress, or anxiety) can help you pause before committing to a purchase.