Do You Let Your Hormones Do the Shopping?

For some of us shopping is a form of therapy, lifting us up when we’re feeling down, but have you ever stopped to consider how much your hormones affect what you buy? Personally, during PMS, I’d spend hundreds at Gertrude Hawk if someone didn’t stop me, but aside from placating chocolate cravings, our hormone levels play a serious role in our shopping habits.

According to one study, performed by University of Hertfordshire professor, Karen Pine, during ovulation, women were more likely to seek an outlet to quell depression. We all know a new pair of shoes makes everything better, but is there another motivation behind this impulse to shop, and even overspend during ovulation?

In the book, “Why Women Have Sex,” a psychological study in feminine sexuality by Drs. Cindy M. Meston and David M. Buss, Buss and Meston reveal that research has shown many women shift their spending focus on sexy items, like revealing clothing, lingerie and make-up during ovulation. One interesting part of the study showed that these same women were more likely to overspend in the presence of competition: i.e., other attractive women. Because ovulation is the peak time for mating, hormones drive us to achieve maximum attractiveness so we can score our ideal mate, even if we’re already involved in a committed relationship.

There is some speculation that conscious awareness of this knowledge could help us keep our focus during this crucial time, and therefore save our bank accounts. On the other hand, I like new shoes, so I’m somewhat torn about taking responsibility for my hormonal impulses.