Priory expert warns that the avalanche of “unmissable” deals in the lead-up to Christmas could trigger compulsive shopping in vulnerable people, leaving them drowning in debt and regret.
The festive shopping season may be one of the busiest times of the year, sparking a sustained marketing blitz, but for people with ADHD the avalanche of “unmissable” deals could be more dangerous than dazzling.
A Priory expert warns that the frenzy of discounts, flashing countdowns and “buy now” slogans can push vulnerable shoppers into compulsive spending, leaving them with maxed‑out credit cards and a crushing sense of guilt. The concern comes after the Princess of Wales recently urged greater compassion for those struggling with addictions, underlining how easily everyday habits can tip into harmful dependency.
Shopping addiction is increasingly recognised as a behavioural disorder, with consequences that go far beyond a few splurges. Debt, strained relationships and emotional distress are common outcomes.
Pamela Roberts, a Priory addiction therapist who supports patients at Priory Hospital Woking, says she has seen a surge in adults with ADHD struggling to control their spending. “Both recent research and anecdotal evidence shows a clear correlation between ADHD and addictive processes,[i] and shopping addiction is one that comes up again and again,” she explains. “Over the past two years, I’ve seen more clients battling impulsive or compulsive spending, especially around big sales events.”
Studies show people with ADHD are more than twice as likely to develop compulsive buying habits, and four times more likely to impulse‑spend than those without the condition.[ii] The reason lies in the brain’s dopamine system, which governs reward and reinforcement. The ADHD brain craves stimulation and novelty, and shopping, particularly during high‑excitement sales, provides a temporary surge of dopamine. That “hit” can feel rewarding in the moment but is often followed by guilt or shame.
For many, shopping becomes a form of “retail therapy,” a coping mechanism to ease stress, anxiety or depression. Emotional dysregulation, a hallmark of ADHD, further drives excessive spending, with negative urgency – the impulse to act immediately in response to mood states – strongly linked to compulsive shopping.[iii]
Pamela says the high‑octane shopping environment often associated with this time of year is a perfect storm. Timed discounts, one‑click purchases and aggressive advertising overwhelm self‑control. Marketing slogans like “live the moment” or “don’t postpone pleasure” are especially tempting for impulsive personalities.
Pamela likens it to a weak dam facing a flood. “The impulsivity of ADHD is the weak structure, and the floodwaters are the endless promotions. Together, they make compulsive shopping much more likely,” she says.
With Christmas just weeks away, Pamela is urging families to be alert. For many, shopping at this time of year is harmless fun. But for those with ADHD, it can be the start of a dangerous cycle – a dopamine rush that quickly turns into regret.
Roberts recommends the following, self-help P.A.U.S.E. strategy to help interrupt
overwhelming emotions and impulsive shopping tendencies:
- P → Pause (Stop the physical action of shopping or the thought of purchasing.)
- A → Assess (Ask yourself: Do I need this? Can I afford this? How will I feel about this tomorrow?)
- U → Uncover (Identify the underlying feeling or trigger: Am I bored, stressed, lonely, or upset?)
- S → Substitute (Find a substitute action or coping mechanism that is not shopping, like exercising, calling a friend, or pursuing a non-material hobby.)
- E → Exit (Physically exit the store or close the online shopping cart.)
[i] Donate et al, [Kings College London]
[ii] Sanctum Healthcare, citing Wick et al, 2024
[iii] Cansu et al., 2024
