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When it's the holiday season and all the sales and promos are everywhere, it's just a human impulse to transform into a raging shopaholic -- even when the rest of the year has proven a person to be frugal. Why is this so?

Addiction Center medical content director Dr. Ashish Bhatt explains that people easily get carried away with sales. However, when excessive shopping causes financial or relationship problems, then it is similar to an addiction. While it is not a diagnosable condition, shopping addiction or oniomania is a real behavioral addiction that can quickly get out of hand.

Our biological reward system and the convenience of online shopping

Biologically speaking, shopping is definitely a rewarding experience. The brain recognizes the items to be purchased as a reward, and as a result, dopamine receptors in the brain are activated, leading to the feeling of excitement.

Surely, technology has brought shopping addiction to another level. During the holidays, choosing to shop online instead of physically going to the mall means not needing to drive, carry the items and deal with the crowds. Plus, if work, school, or other responsibilities have been keeping a person busy, online shopping is a time-saving blessing. 

However, countless options and extremely convenient features can also cause a person to get addicted to shopping. In a study, the anticipation alone of waiting for the delivery of an item bought online increased dopamine levels. Additionally, in a report, the advancements made in the world of online shopping were to blame for changes in consumer behavior that could heighten the risk of online shopping addiction, leading to financial strain and mental health issues.