Are People Using the Financial Crisis as an Excuse to Buy Fast Fashion?

Don’t get me wrong I do understand that there are many people who do make necessary purchases from value retailers however, for some, I’m sorry to be controversial, but it seems rather like entitled over consumption.

As the cost-of-living crisis continues, consumers are shifting their shopping habits. Many are "trading down" to budget-friendly fast fashion, but if money is tight, why do we see shoppers leaving stores like Primark with armfuls of clothing? Is financial necessity driving these purchases, or is the crisis a convenient excuse for over consumption?

Trading Down or Buying More?

It makes sense that shoppers seek cheaper alternatives, but true economizing would mean buying fewer items, not bulk shopping. The appeal of "more for less" drives many to purchase excessively, justifying multiple cheap items over a single expensive one.

The Psychology of Fast Fashion

Fast fashion creates an illusion of value, fueling impulse buying. Retailers use scarcity tactics—constantly changing stock and limited availability—to trigger FOMO (fear of missing out), encouraging shoppers to buy more than they need. Did you even need ‘it’ before you were spoon fed multiple marketing messages telling you that you ‘DO’ need ‘It’ whatever ‘It’ actually is!

Emotional Spending

Shopping isn't just practical; it's emotional. Many turn to retail therapy as an escape from financial stress. Affordable fashion offers a temporary thrill without immediate guilt, despite contradicting financial prudence.

The Hidden Cost of Cheap Clothes

While fast fashion seems economical, low-quality items wear out quickly, leading to frequent repurchasing. Over time, this increases spending and contributes to environmental harm, an issue many consumers claim to care about yet ignore when making impulse buys. Yes there is a GAP between what people say and what people do!

Excuse or Genuine Need?

While some rely on fast fashion out of necessity, bulk buying suggests other motivations. Psychological triggers, marketing tactics, and emotional factors fuel excessive shopping, even in tough economic times. Are we truly shopping out of necessity, or just using financial hardship as a justification for over consumption?

I’ll leave you with the stats shared from Retail Boss Shein - Facts & Statistics You Need to Know -the average age of the Shein Consumer being age 35, earning an average of $65K and spending approx. $100 a month, with 88.8 million active shoppers worldwide- doesn’t sound like a necessity to me!