What Is Retail Therapy? | Salsify

We all engage in a little retail therapy now and then — gifting ourselves the occasional treat is a proven mood booster, and it’s harmless when done in moderation.

For brands and retailers, shopping therapy can contribute to a significant amount of sales. So, it’s to your benefit to create shopping experiences that are pleasant, relaxing, and generally likely to lift shoppers’ moods.

In the past, this meant creating in-store environments that were attractive and easy to navigate. 

Today, as more retail moves online and retail therapy follows, brands and retailers need to update their approach.

So, what is retail therapy in a modern retail environment, and how do brands and retailers adapt accordingly? Here’s an in-depth look at how shopping is therapy.

What Is Retail Therapy in an Ecommerce World?

Retail therapy is when a shopper buys themselves an item that they want but don’t need to make themselves feel better. It is, of course, no replacement for actual therapy, but according to TIME, it can have real psychological benefits when enjoyed in moderation.

In the past, retail therapy typically involved browsing a favorite store or wandering the mall, but today, much of retail therapy happens online — conversion rate optimization agency Invesp reports that almost 40% of all money spent on ecommerce comes from impulse purchases, which are typically connected to retail therapy.

This is most likely due to the convenience of ecommerce. Instead of taking a few hours out of their day to visit a store, shoppers can now browse their favorite brands on their phones during their lunch break. If they see something they like, they can typically check out in just a couple of clicks. 

Many retail therapy purchases are impulsive ones because shoppers are drawn in by the quickness and convenience of the experience.

Invesp also says that eight out of 10 impulse shopping happens in brick-and-mortar stores. As convenient as online shopping is, it doesn’t…