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The coronavirus Christmas of 2020 could turn into a bumper year for giving gifts. Our relationship with spending and the festive cheer of giving will be different in 2020 – even the Scrooges among us may feel more inclined to spend.
Two theories of behaviour point towards why: the phenomenon of retail therapy, and the possibility of a self-licensing effect, in which we reward our good behaviour with bad.
Many people are familiar with the principle of retail therapy: when you’re sad, going out shopping can be an easy (if sometimes expensive) way of feeling better. Recent research into retail therapy has found this effect holds for online retail too.