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Women’s ‘time of the month’ determines shopping desire!

Ladies,now you have the perfect excuse to go on a shopping spree – researchers claim that it's a woman's 'time of the month' which determines her purchasing desire.

Written by Agencies | London | Published: March 30, 2009 3:56:15 pm

Ladies,now you have the perfect excuse to go on a shopping spree – thanks to researchers,who claim that it’s a woman’s “time of the month” which determines her purchasing desire.

A new study has revealed that in the ten days before their periods begin – known as the luteal phase – women are much less in control of their spending habits,leading British newspaper the ‘Daily Mail’ reported.

According to the researchers,a shopping spree could be a way of dealing with the intense emotions of pre-menstrual syndrome which affects around 90 per cent of women each month.

Lead researcher Karen Pine of Hertfordshire University said: “The later women were in their menstrual cycle,the more likely they’re to have overspent. Spending was less controlled more impulsive and more excessive for women in luteal phase.

“The spending behaviour tends to be a reaction to intense emotions. They are feeling very stressed or depressed and are more likely to go shopping to cheer themselves up and using it to regulate their emotions.

“It is also a socially sanctioned way to deal with emotional overload compared to turning to drink or drugs.”

The researchers came to the conclusion after analysing 443 women aged between 18 and 50. They found that 153 subjects who were in the later stages of their menstrual cycle had less control over their spending behaviour.

Almost two-thirds of them reported buying something on impulse while 57 per cent said they had overspent by more than 25 pounds. Another six percent admitted to spending 250 pounds or more than they had intended to.

Prof Pine said the women in the study also reported suffering from greater buyer’s remorse at the end of their cycles. “If women are worried about their spending behaviour then they should avoid going shopping at the end of their menstrual cycle,” he suggested.

Added co-researcher Simonne Gnessen: “Many women say shopping has become an emotional habit. Instead of spending because they need the goods,they spend for the thrill that buying gives them.”

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