Since 2015, Swedes’ total debts to the Swedish Enforcement Authority have increased by 50 percent – and young women account for the largest increase.
According to experts, the accumulation of debt is linked to the fact that as many as 22 percent of young women today consider shopping an important hobby – compared to only five percent of men.
– The figures are remarkably high. There is a problem in that they see it as entertainment, but also as a form of self-medication, says everyday economist Magnus Hjelmér on Swedish public television SVT.
One in five young women shops “to feel better” and one in ten say they “reward” themselves with shopping – even though they are aware that they cannot really afford it.
It is also noteworthy that around 20 percent of young Swedish adults prefer to buy things on credit or invoice rather than paying immediately at the time of purchase. This also causes young women to shop more than they otherwise would, and leads many into debt.
“Gaining happiness by buying things”
– Everyone shops. It’s not really strange. It’s stranger if you don’t have a shopping addiction. There are trends and everyone wants to have everything, so that’s just how it is, says Donja Mollazadeh, who admits that she shops as soon as she gets the chance.
– It makes you happy, it’s like a dopamine rush you get inside. You feel good when you get new clothes and nice things, she continues.
Several young women the channel spoke to say they shop to make themselves “happy” or to “calm down” when they are stressed, and that they quickly tire of what they have just bought and want to shop even more.
– It’s about being a bit materialistic, maybe. That you get happiness from buying things, says Matilda Bergqvist.
“Reduce time on social media”
Magnus Hjelmér points out that there are several explanations for this negative trend. One is the rise of online shopping, which, together with easily accessible quick loans and credit, makes it very easy to shop – plus, websites are designed so that it takes as few clicks as possible to make a purchase.
Influencers and social media are also singled out as culprits, and Hjelmér notes that huge sums of money are spent on marketing aimed primarily at young girls and women.
– One way to limit your shopping is actually to reduce the amount of time you spend on social media, he says, urging parents not to let their children save up for things they want to buy – and not to buy on credit.