The psychologist named the main reasons for unjustified spending before the New Year

Cheremnova expert: pressure and expectations of loved ones increase New Year's spending

Tue, 12/23/2025 - 00:35

Photo: IZVESTIA/Eduard Kornienko

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During the New Year period, Russians are more likely to make impulsive purchases due to emotional fatigue, a sense of "special time" and pressure of expectations. Olga Cheremnova, a practicing psychologist, told Izvestia about this on December 23.

A debt-free New Year: how to plan a budget and avoid unnecessary expenses on holidays

The expert told how to save on holidays and stay within the budget.

According to the expert, the key trigger is emotional compensation, which increases by December.

"At the end of the year, many people become tired, and purchases begin to serve as emotional compensation. This helps to reduce anxiety and create a sense of joy in the here and now," Cheremnova explained.

The psychologist noted that the New Year is perceived as an exception to the rules, which is why people have the effect of "allowed overspending."

"There is a feeling: "I have worked hard and I can reward myself," "When, if not now." The holiday is perceived as a special time when you can afford more," she added.

An additional factor is limited offers and deadlines, which increase emotional arousal and reduce rational cost control.

The expert also drew attention to the impact of social comparison and expectations of loved ones.

"The desire to conform to one's surroundings, not look worse than others and meet the expectations of relatives increases the willingness to spend more than planned," the psychologist noted.

According to her, shops and advertising consciously create an atmosphere of comfort and care, which is why people often pay not for the product itself, but for emotion. The expert stressed that the combination of fatigue, holiday expectations and social pressure makes December a particularly vulnerable period for the budget and requires a conscious approach to spending.