<p>On those tired nights, when reason seems to have &quot;quit&quot; and emotions speak up, we can easily indulge in reckless spending.</p>

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<p data-start="181" data-end="526" class="" style="text-align: justify;">After a long tiring day, many people have a habit of lying down on their bed and scrolling through their phones. They wander online, stopping at a few attractive photos and then their shopping cart is quickly filled with everything from phone cases, cosmetics, household items, to snacks. If this behavior only happens occasionally, it is not a big deal. But when it happens every day - every time you feel exhausted, you feel the need to buy something to distract yourself - then perhaps, you are not only filling your shopping cart, but also trying to fill another void, which is emotional exhaustion, or simply a tired mind that has not had a chance to breathe.</p>
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<p style="text-align: justify;">Are you someone who goes shopping when stressed? It&rsquo;s no coincidence that the culture of hunting for sales or online shopping has exploded in the technology era. We buy when we&rsquo;re happy, sad, get a raise, or run out of money at the end of the month to comfort ourselves. Closing a deal can be considered a form of controlled retail therapy, helping to soothe ourselves in a healthy way. When shopping, the brain <span>releases Dopamine and Serotonin,&nbsp;both of which are positive neurotransmitters that the human body needs.</span></p>
<p style="text-align: justify;"><span style="font-weight: 400;">A study from Stanford University found that when we&rsquo;re tired, our brains are less responsive to quick rewards,&nbsp;like that dress that just popped up on our newsfeed, or a &ldquo;Shop Now&rdquo; click that only takes a few seconds. <span>It&rsquo;s not that you lack discipline, it&rsquo;s just that you&rsquo;ve been pushing yourself too hard today.</span></span></p>
<p style="text-align: justify;"><span>Nighttime is often when our bodies are at their "weakest", both physically and mentally. Long meetings, endless emails, a series of schedules to match, plus having to keep your emotions polite and "proper" throughout the day - your brain seems to be depleted of energy. At that time, the prefrontal cortex - the part responsible for alertness and reason - shows signs of "strike" and just wants to process everything quickly. Therefore, you will be more easily persuaded by the invitations from promotional programs on livestream sessions. Especially on big discount holidays like Black Friday or Cyber Monday, our defensive mentality drops even more, stemming from the fear of missing out on a bargain item.</span></p>
<p style="text-align: justify;"><span><span style="font-weight: 400;"></span></span></p>

<p style="text-align: justify;"><span>As a way to relieve stress that many people apply, late-night online shopping helps consumers immerse themselves in the feeling of happiness when choosing, waiting and cherishing their favourite&nbsp;items in their hands. However, if you are not careful to resist these temptations, you can be caught up in an excessive shopping addiction and seriously affect your personal financial well-being.</span></p>
<p style="text-align: justify;"><span style="font-weight: 400;"><span>Not to mention, at night, the blue light from smartphone screens will</span></span> <span style="font-weight: 400;">hinder the production of melatonin, the hormone that helps you sleep, and instead, it keeps your brain in a state of alertness. If you walk into a store with all the attractive colours, images and sounds, you will easily fall into a spiral of endless scrolling.</span></p>
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<p data-start="0" data-end="705" class="" style="text-align: justify;">In fact, e-commerce platforms don&rsquo;t sleep. And neither do consumers. Research shows that conversion rates peak between 11 pm and 2 am. When the brain is tired, the screen lights flicker like bait and the surrounding air is so quiet that it can easily overstimulate emotions, the dopamine system &ndash; the one that pumps excitement - starts working at full capacity. So the items that you thought were &ldquo;not really necessary&rdquo; during the day become urgent at night. If you&rsquo;ve ever found yourself clicking &ldquo;Buy Now&rdquo; not because you really want them, but because &ldquo;whatever, I&rsquo;ll buy it to relieve stress&rdquo;, then you&rsquo;re most likely shopping to fill an emotional void, not to fill your closet.</p>
<p data-start="707" data-end="1187" class="" style="text-align: justify;">The cost of late-night clicks doesn&rsquo;t stop at a lost account. As e-commerce has grown, so have returns,&nbsp;especially for clothing. Some items have a return rate of as much as 80%. And you know, that item you bought at 10:30 p.m., when your spirits were high but your mind was asleep, may be on its way back to your warehouse in just a few days, with the familiar &ldquo; <em>Hey, why doesn&rsquo;t it look like the picture?&rdquo;</em></p>
<p data-start="707" data-end="1187" class="" style="text-align: justify;"><span style="background-color: transparent; font-family: inherit; font-size: inherit; font-style: inherit; font-variant-ligatures: inherit; font-variant-caps: inherit; font-weight: inherit; letter-spacing: 0px;">To make things even clearer, consider that there is a huge industry worth up to $ 45 billion per year just from drunk shopping (</span> <span style="font-weight: 400;">research from The Hustle (USA))</span><span style="background-color: transparent; font-family: inherit; font-size: inherit; font-style: inherit; font-variant-ligatures: inherit; font-variant-caps: inherit; font-weight: inherit; letter-spacing: 0px;">. Consumers, after a few drinks, are willing to spend $ 444 per year on risky clicks. When alcohol kicks in, reason flies away - not only do you easily spend money, but you also easily fall into the trap of sophisticated psychological tricks. Phrases like " <em>Only 2 left</em> ", " <em>Just arrived today</em> ", or " <em>100 people are buying this product</em> " are not random. They are programmed to hit the feeling of lack (FOMO), evoking the feeling of stimulation brought by dopamine, like you have just won a game in which you are the player.</span></p>
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<p>Tips to help you control your buying behaviour at night</p>

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<p data-start="0" data-end="388" class="" style="text-align: justify;">The good news is that our brains actually get hooked on small stimuli, sometimes without us even realising it. The feeling of satisfaction is even more effective when these are predictable and become part of a habit. Just repeat something at the same time every day, and your brain will automatically activate the reward circuitry without having to rely on going shopping.</p>
<p data-start="390" data-end="958" class="" style="text-align: justify;">Imagine, instead of falling into the trap of shopping, you create small moments of enjoyment every day: light your favourite candle at the end of the day, give yourself a gentle massage, or spend a few minutes meditating. Reading a book, writing in a journal &ndash; these seemingly simple habits can help you end the day with a sense of peace. <span>If you feel suffocated in your living space, taking a short walk can also help you relax</span>. When you learn to replace &ldquo;rewards&rdquo; with positive actions, you will reduce the feeling of guilt every time your wallet starts to &ldquo;scream&rdquo;.</p>
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<p style="text-align: justify;"><em style="letter-spacing: 0px;"><span>Photo: __chomegyu__,</span> roses_are_rosie</em></p>
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Why We Love to Shop on Sleepless Nights

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