Mr Andy Quay, 18, recently spent about $60 on a brand-new basketball. The junior college student lamented that this was money wasted, as his old basketball is still in good condition.
He said: “It’s not the first time I bought something I didn’t need because I was tempted. I do want to save money but I find it difficult to get started.”
Other young people interviewed shared similar sentiments to Mr Quay, saying overconsumption posed a common challenge to them.
TLDR asked experts for tips to combat overconsumption. Here is what they had to say:
Watch out for phrases such as ‘buy now’ or ‘last chance to buy’
You may sometimes feel that you need to buy a product now – egged on by advertising that uses sales vocabulary like “last chance” or “final sale”.
Experts say that such advertising tactics create a false sense of urgency and pressure people into buying. This sales tactic taps young Singaporeans’ desire to not miss out on a good opportunity, which stems from the kiasu mindset, said Associate Professor Ang Swee Hoon in the marketing department of the National University of Singapore’s School of Business.
Prof Ang added: “Advertisements inform consumers of the lack of this product in their lives, and convince them that it is necessary to buy it to make their lives better.”
To prevent impulse over intention or emotion-controlled spending, make a shopping list before going out to the shops or shopping online. This serves as a reminder of what you need, so you will not be persuaded by advertisements.
Bundle deals are another sneaky way to convince consumers to buy more units of a product than originally planned.
Bundle deals can look like: three pens for $3.50; a single pen for $1.50. Buying three pens may be of better value, but consider if you need three or just one.
Said Associate Professor Seshan Ramaswami of marketing education at Singapore Management University: “Regardless of how useful a product really is or how much it is going to be used, the fact that it is priced really attractively – at a big discount, or in a ‘buy two, get one free’ frame – adds to the utility of the transaction itself.”
Say no to peer pressure
While shopping with friends is enjoyable, you may feel unknowingly pressured by your peers to shell out when pondering whether to buy an item.
Prof Ang said: “There is a very collectivistic culture where young people find comfort in their friends; they purchase the same item together because it feels like they are making the right decision.”
She added: “Initially, the friend may not intend to buy the product, but gives in due to friendship.”
When you feel pressured to make a purchase, do not be so quick to say yes. Ask yourself: How do I intend to use it? Will I feel the same longing for this product tomorrow that I do now?
This rationalisation allows you to arrive at a purchasing decision on your own.
Avoid social media trends
If you use TikTok, you are likely to come across a shopping haul or a restock video. Repeatedly seeing these virtual word-of-mouth recommendations, especially from people you follow, may give you a sense of trust in the product.
Prof Ang said: “This trust formed will make the product hold greater appeal, and could lead to buying the product impulsively.”
One way to prevent impulsive purchases is to practise mindful scrolling on social media. When you feel yourself overwhelmed by viral trends influencing you to buy a product, detach yourself from the platform.
Such viral trends include the tag #girlmath, which gained traction in 2023. A simple search of this tag yields 210,000 videos, many of which feature Gen Z women using illogical, non-mathematical ways to justify extravagant purchases.
“Girl math” can take many forms. To some, it can mean making a “profit” of $20 by buying a $40 skirt in a sale for $20, or dividing the cost of a purchase over the number of times you are likely to use it to arrive at the per-use unit cost.
Wanting to curb his spending, Mr Quay said he tried deleting social media apps.
“I deleted TikTok once and I lasted three days before I caved in and re-downloaded it. I missed the entertainment (TikTok videos) brought too much.”
Experts suggest participating in a healthier trend – the rising “underconsumption core” – which encourages frugality and advocates only buying what you truly need.
Buy for quality, not quantity
With new trends emerging daily, fast fashion brands churn out thousands of articles of clothing at lightning speed, which add to the lure of constantly updating wardrobes.
Dr Irene Huang, a lecturer from Nanyang Business School in Nanyang Technological University, said shoppers are attracted by the frequent release of new items in fast fashion.
Ms Liu Zhao Ran, 19, a student waiting to enter university, said there is a downside: “Shein is convenient to buy from as it offers a wide variety of clothes. But somehow, the (clothing) pieces I buy tend to fray after a few washes and I need to replace them.”
Also known as planned obsolescence, manufacturers make cheap, trendy clothes poorly to give them an expiry date, according to reports.
Experts suggest choosing clothes not just for the low price tag, and investing in clothing from trusted brands, as they are more durable and better made.
Think practically
Gift-giving – while a way to express your affection and care for someone – can contribute to overconsumption when the gift ends up thrown to one corner due to impracticality or a lack of thoughtfulness.
One simple way to address this is to show appreciation through a handmade card or going out for a meal.
Prof Ramaswami says that if a physical gift is needed, think about what the recipient would cherish – something that shows your recognition of the recipient’s personality and preferences.
Prof Ang adds that you can buy a gift card if you are really unsure about what the recipient would like, as it allows them to choose exactly what they want.
Ms Jermaine Seow, 19, a student waiting to enter university, said: “I like receiving Amazon gift cards because I can buy things that I like, such as books that can’t be found in Singapore. I do give some friends gift cards for birthdays, as sometimes I just can’t figure out what they like. Hopefully, they will use them to buy something meaningful.”
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Thanks for sharing!