The coolest thing that happened in this hot Summer is the Backstreet Boys Concert at Jio Garden in Mumbai. Until the day of the concert, I wasn’t aware there was a concert in my city. Some would say I live under the stone, but actually I’ve just been off social media. I was having a conversation with a friend and she brought it up. It was a Thursday and I had signed up for a paid webinar that would be held at the same time. However, I decided to apply my networking skills I honed over the years and arrange for a ticket.
Everyone I knew was attending the concert and none willing to cancel the plan! My cousin was gracious enough to use his contacts and luckily he knew someone who had to back out and offered me a ticket. I’m unlikely to cancel one thing for another, but it was Backstreet Boys – a once in a lifetime rewind of the good old days! I not only enjoyed the concert but also the impromptu reunions with classmates and ex-colleagues who attended the concert. I prefer my events planned, but an impulsive experience such as this was cathartic, to say the least.
In a completely different scenario, my impulse wasn’t the best deciding factor. I found it cumbersome to tie shoe laces, and annoying to ensure they’re well-tied every now and then. At that point in time, I’d spend a considerable amount of time on social media apps. These apps sensed my worries even before I had them and presented a product that would take away from my sorrows and savings. So, for a better shoe-wearing experience, I purchased the elastic no tie shoelaces, as recommended by one of the apps.
They were an inexpensive purchase, looked chic, and I felt a sense of relief knowing I wouldn’t have to worry about the untying of shoelaces. Not only did I purchase them, but also propagated their utility to my friends and they ended up buying even before they got delivered to me. I still feel that they are a must have. You see how persuasive I can be! The laces lie unused in the package till date and remind me of how impulses can get the best of you. My tryst with impulses continued until I was able to resist them (more often than not). Continue reading to see if one of the ways works for you too!
I cited two examples – one where an impulse purchase ended up being a defining experience of my life and the other that made me take stock of all the things I own but didn’t need. An impulse purchase is driven by the spontaneous desire to own or experience something. I recollect one of the basic concepts of Economics about how demand is created. It’s the desire to buy, willingness to pay, and the ability to purchase. The purchase is made before one takes the time to process whether or not they actually wanted the product at the price they’ve paid to own it.
Impulse buying is more prevalent now than it was a decade ago. The advent of online shopping and cashless purchases have fueled the plight of shoppers across the world. But, is it just the ease and convenience of shopping that has made impulse buying appealing to us, or are there more layers to peel off?
I’ve been an impulse buyer on several occasions before I became aware of my shopping patterns. Most of my spontaneous purchases were triggered by ads on social media. I wanted the products that I didn’t need because the ads chased me till I took the bait. These products were merely adding to the list of things that I owned, not the things that were bringing me joy or enhancing my experience in any way. Don’t get me wrong, ads are very much needed for marketing purposes but some products are a need and some a want.
It’s after several impulse purchases of shoes, clothes, watches etc., that I realised I’ve developed a habit that unless I rid myself of would upset my savings and I’d want a bigger room because there isn’t enough space to store the things I may never use. The realisation was alarming, but much needed.
The app notifications enticed me to check who engaged with me, and the ads amplified my impulse to purchase. So, I turned off the notifications for most apps. The silence after turning the notifications off was uncomfortable for a while, but I started enjoying my solitude and savings soon enough.
Discounts give everyone a dopamine rush, and I’m no exception to the rule. Somehow, whenever I came across discounted products, either it was the last day to avail the offer, or they only had a few pieces left. I thought I was fortunate to stumble upon these offers in time, but my fortune kept frequenting me too often. I’d give in to one discounted product and there would be 10 others waiting for me. The dopamine rush settled in when I realised I’m spending less on lots of things that I don’t want, which in turn is making me spend more.
So, I made a 72-hour rule for myself. If I had the urge to buy something, I’d wait for 72 hours after I liked the product. If the urge persisted, I’d buy the product, and if not, good riddance. In most cases, the urge would fizzle out within 72 hours and I’d feel glad I resisted the impulse.
Turning off the notifications limited by impulse purchases, but there were other loopholes I needed to seal. You know the times you just need someone to lend you their ears because you want to speak your mind? If your phone is around, rest assured it’s listening, even to your thoughts. You may want to go aww, but you should go haww! One becomes smart when one listens, our phones are here to testify. I may have innocently mentioned shoes, or watches, or even a bowl of spaghetti over a call or in a chat, and as soon as I open an app, there’s an ad that tells me “Main hoon na”!
My increasing discomfort with such eavesdropping made me delete quite a few apps that I could do without on a daily basis. I access them using my spare phone if and when I need to. Trust me, impulse buying is not limited to products. A lot of you are probably thinking about ordering food when I speak about impulse buying.
The ease of using mobile apps that we’re used to may get in the way of deleting apps, but the peace that follows is worth the initial discomfort. I also realised how social media apps were the silent productivity killer. I started taking regular sabbaticals from these apps and frequented my personal interactions with people that matter. I’d shed some light on my connection and disconnection with social media in another blog.
There’s nothing inherently right or wrong with an impulse purchase. But, it’s important to identify whether the purchase is fulfilling a need or adding to an endless list of wants.
I’d like you to ponder over two InnSights that have been instrumental in shaping my life.
1. Ease of access may lead to excess, which isn’t necessarily an indicator of abundance. 2. A decluttered phone is the first step to a decluttered mind.
Try decluttering your mind, one app at a time.