Brits are spending nearly £200 each month on online shopping to ‘feel something’.

Food and essential orders aside, the nation has been making online purchases to have something to look forward to during the pandemic.

Nearly half say their online spending is to help boost their mood, with the average person spending £49 a week, and 21% admitting that receiving deliveries brings them joy.

As a nation, that takes us to £1.26bn each week on non-essential shopping.

At a time when the term ‘Groundhog Day’ has been repeatedly thrown around, Brits have been looking to break any monotony they’re experiencing with shopping.

It’s long been known that shopping gives us pleasure due to the hit of dopamine – a happiness hormone.

Seeking out happiness is the trend that VoucherCodes.co.uk found when running the study to see what’s been motivating our pandemic shopping habits.

42% of those surveyed say they buy things they want – rather than need – because it makes them happy, with a further 11% going as far to say that it gives them a rush of adrenaline.

16% believe that spending money can improve their mental health, even if the benefits are only temporary.

A separate study found that 1 in 20 people in developed countries have a shopping addiction, though it’s often dismissed as simply being a love of spending and frivolous inability to save.

But our shopping habits aren’t purely the result of a desire to increase positive feelings it seems, as VoucherCodes.co.uk found that almost a quarter of Brits shop when they’re bored and want to kill time. Lockdown has created an even wider window for ‘dead time’.

Another reason people shop is through seeing things advertised on social media – again, something that lockdown has allowed us to have prolonged exposure to. 30% say they’re more easily influenced to spend this way since going into lockdown.

When utilising shopping as a mood-booster, initial feelings of joy can subside to discomfort. 18% of those surveyed said they felt a sense of guilt over how much shopping they do and 11% find it makes them worry about money.

Of all age groups, Millennials are most likely to be spending in large amounts with the average person placing two online orders per week. Baby boomers are typically at the opposite end of the scale.

Anita Naik, Lifestyle Editor at VoucherCodes.co.uk says: ‘While many are struggling financially, others may find that they have more disposable income than normal due to lack of commuter costs, and not being able to go out to shops, restaurants and other attractions.

‘Whilst it’s clear online shopping can help us feel happier and give us a much-needed boost, it’s important not to spend beyond your means.’

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