How Your Morning Coffee Makes You Overspend at Malls
If you often grab a coffee before heading to the mall, it might be time to rethink that habit. A new international study led by researchers from the University of South Florida has found that caffeine can influence how much money you spend while shopping. In simple terms, sipping that energizing cup of coffee before shopping could make you buy more and spend more than you planned.
Caffeine Can Influence Your Shopping Behaviour
Coffee is one of the world’s most beloved beverages, known for giving an instant boost of alertness and energy. However, according to the research published in the Journal of Marketing, caffeine may have unintended effects on consumer decisions. The study titled “Caffeine’s Effects on Consumer Spending” showed that people who drank caffeinated coffee before shopping spent nearly 50% more and bought about 30% more items than those who had decaf or water.
This finding suggests that skipping coffee before shopping could help you avoid impulsive spending, saving both your wallet and your self-control.
The Science Behind Caffeine and Impulse Buying
Lead researcher Prof. Dipayan Biswas, from the University of South Florida, explained that caffeine acts as a powerful stimulant that releases dopamine, a chemical linked to pleasure and excitement. This “feel-good” response increases energy levels but can also reduce self-control, leading to more impulsive decisions.
Simply put, caffeine can make you feel upbeat and enthusiastic, which might cause you to make spontaneous, unnecessary purchases.
Real-World Experiments Show Clear Results
To test this theory, researchers conducted three field experiments at retail stores in France and Spain. More than 300 shoppers were given a complimentary drink at the store entrance. Half received coffee with 100 mg of caffeine, while the other half received decaf or water.
When the participants finished shopping, their receipts told the story. Those who had caffeine spent significantly more and purchased a higher number of non-essential items, things like scented candles, home décor, and fragrances. Meanwhile, shoppers who skipped caffeine mainly bought practical or necessary goods, such as kitchen tools or storage baskets.
The Effect Extends to Online Shopping Too
The researchers didn’t stop at in-store shopping. They also tested the same theory in a controlled laboratory experiment involving 200 business school students. Participants were divided into caffeinated and non-caffeinated groups and asked to choose from a list of 66 online products.
The caffeinated group made more impulse purchases, such as gadgets and massage tools, while the decaf group chose more functional items, like notebooks or office supplies.
Conclusion
If you’re aiming to manage your finances better or cut back on impulse buys, it’s wise to skip coffee before shopping. A simple switch to water or decaf might help you stay calm, focused, and in control of your spending decisions.
So, next time you head to the mall, remember a little less caffeine could mean a lot more money saved.
Source: Inputs from various media Sources
I’m a pharmacist with a strong background in health sciences. I hold a BSc from Delhi University and a pharmacy degree from PDM University. I write articles and daily health news while interviewing doctors to bring you the latest insights. In my free time, you’ll find me at the gym or lost in a sci-fi novel.
- Health News and Updates,People Forum
- 13 November 2025
- 22:00
