The Argument for Retail Therapy

Today I experienced a moment of sweet bliss. Not because something really great happened. Not because I achieved a state of enlightenment. No, it was because I a handbag. And,oh, what a purchase that was.

Now, I’ll start by saying that I didn’t need to buy the bag. I can do without it. You know the saying, “Use it up, wear it out, repair it, do without.” I believe this to be true, especially given today’s economy. My husband has been out of work for 9 months now and I do my share to save. I color my own hair, forego expensive makeup and beauty supplies, I coupon clip. In fact, I coupon-clipped for the bag. That was half of the magic. But, let me return to the bag first.

Even given everything I just said, there is some deeper psychological benefit to buying something for yourself. It’s glorious. It’s a warm, hopeful, feeling that envelops your entire body like a drink of warm milk, or a hot bath. It begins with the anticipation of the event, and stays with you all the way through the purchase process to the moment when you have the thing in your possession. It doesn’t need to be clothing or an accessory., It could be stopping to get a pedicure, it could be an ice cream cone, getting your car washed , or buying hand cream that smells nice.

So, back to the bag. Not only is it gorgeous in all its black-patent magnificence, but I got it for almost nothing. I printed an online coupon for 20% off, converted some credit card rewards points into gift certificates and then at the store - the added bonus - the bag was 50% off. And now, here I sit with my new handbag, admiring it. Dare I say, loving it?

Now, I’m sure that on some deeper level, this likely constitutes some form of personality disorder. My god woman! Do you really need the g-d— bag?! But, I have to say, the feeling I get from it is better than sex. Now, one could argue that I am not having good sex, but given that sex is like pizza (even when it’s bad, it’s good), I think there is a lot to be said for the handbag. Perhaps the greater message is that there is a lot to be said for the moments when we stop to do something purely for ourselves. There is nothing in the purchase of the handbag for my kids, my husband, my work, my friends. It is for me and me alone. And, as long as I’m not trying to justify a $5000 bag (the bag I bough ended up costing about $150 given my extraordinary saving prowess), I think the moment is worth every single penny!

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