What: Hertfordshire University’s psychologists recently studied the shopping habits of 443 women, aged 18 to 50. What did they find out? For the ten days just before menstruation (guys: this is the time you need to be extra nice to your girlfriend), a woman is more likely to give into impulse buys and spontaneous shopping sprees.
From the Study: “Spending was less controlled, more impulsive and more excessive for women in the luteal phase. The spending behaviour tends to be a reaction to intense emotions. They are feeling very stressed or depressed and are more likely to go shopping to cheer themselves up and using it to regulate their emotions.”
What We Say: Any female who’s experienced PMS, and that’s pretty much every female, won’t find this study very surprising. But we probably aren’t super conscious about our reasons for retail therapy. We don’t have to splurge on a new pair of shoes to feel better about ourselves, so maybe the next time we’re PMSing, we can plan something more constructive than overspending? Like taking a bubble bath? If you find yourself struggling to resist the urge, just keep yourself in check – head to Target instead of Nordstrom. (Also, remind yourself that trying on clothes isn’t fun when you’re bloated.)