Researchers provide women the perfect excuse for extravagant shopping: a new study has linked ladies' much-loved activity to menstrual cycles.
Hertfordshire University researchers believe that women are more likely to make extravagant impulse buys in the ten days before their periods begin.
AdvertisementAccording to psychologists, shopping sprees could be a way for premenstrual women to deal with the negative emotions created by their hormonal changes.
To reach the conclusion, the research team asked 443 women about their shopping patterns. The 153 women in the sample who were in the later stages of their menstrual cycle tended to have less control of their spending, reports The Telegraph.
Professor Karen Pine of Hertfordshire University, who led the survey, told the Daily Mail: "Spending was less controlled, more impulsive and more excessive for women in the luteal phase [the days immediately before their period].
"The spending behavior 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 emotions."
She added: "It is also a socially sanctioned way to deal with emotional overload compared to turning to drink or drugs.
"If women are worried about their spending behavior then they should avoid going shopping at the end of their menstrual cycle."
The research will be presented at the British Psychological Society conference.