Online retailers are using sophisticated psychological tactics to encourage impulse spending, with vulnerable individuals—particularly those with mental health conditions—being disproportionately affected. According to the charity Money and Mental Health, one in eight adults spend more than they can afford online, and people with mental health problems are twice as likely to do so. Britons collectively spend up to £1 billion monthly on impulse buys, a 2020 survey by 118 118 Money found.
Consumer psychologist Kate Nightingale, who works with brands like Klarna and the British Heart Foundation, says these techniques are designed to be unobtrusive yet highly effective. Common strategies include creating a sense of scarcity—such as limited-time sales or warnings that rooms are almost sold out—which triggers urgency. Thresholds for free shipping similarly nudge shoppers to spend more to avoid missing out.
Social proof, such as reviews and recommendations, signals safety and encourages herd behaviour. Default choices—like pre-ticked newsletter boxes or automatic subscription renewals—exploit our tendency to avoid mental effort. Try-at-home options, while convenient, often lead consumers to keep more items than they can afford, as Emily Ware, who has borderline personality disorder, experienced. She accumulated £4,250 in debt largely from impulse spending.
Framing techniques, such as slightly varying font sizes, draw attention to specific products without conscious awareness. Frictionless payment options, including one-click checkout and buy-now-pay-later services like Klarna, reduce the chance for second thoughts. Nightingale emphasises that while these methods can be used positively, they pose risks for vulnerable shoppers, especially during the pandemic when online spending has surged.
