Is winter making you spend more? Understanding seasonal spending habits

As temperatures drop in South Africa’s winter months, retail sales historically heat up – but it’s not just the need for warmer clothes and hot drinks driving consumer spending. Seasonal spending may be linked to the subconscious quest for a dopamine hit to beat the blues.

It’s an interesting exercise to look at your spending habits from last year. Did you spend more as it got colder? You’re not alone. Being conscious of your patterns means you can take back control.

Research shows that colder months and reduced sunlight can lead to low energy and sadness. If you’re seeking ‘shopping highs’ as a solution, try to become actively aware of this so you can prioritise your well-being.

An article on the effect of weather on consumer spending in the Journal of Retailing and Consumer Services shows that weather impacts mood, which can make you spend more.  If you catch yourself wanting to shop more than usual, take a moment to check in.

Seasonal ‘spendiness’:

As explained by Netcare, shorter daylight hours stimulate the brain to produce more melatonin and less serotonin, which can result in the symptoms of depression. In spring and summer, the opposite is true.  More research suggests that feeling down, in turn, can lead to impulsive spending to cope. When someone purchases an item, the brain recognises this as a reward, and chemicals, specifically dopamine, are released. 

Struggling with the winter blues can also make it difficult to focus and tackle long-term financial planning and goals. For example, you may struggle to keep a budget, pay bills, or save during the winter months. 

Struggling with the winter blues can also derail long-term financial planning, making it harder to stick to budgets or save. Understanding the connection between mood and money is empowering. Once you recognise the triggers, you can put in place practical steps to protect both your mental health and your finances.

Steps to take to curb seasonal spending:

1. Recognise Emotional Spending Triggers

Notice when you're tempted to shop out of boredom, stress, or low energy rather than genuine need. If you find yourself scrolling through online stores after a rough day, ask: Is this a necessity, or am I looking for a quick pick-me-up? Awareness is the first step to breaking the cycle.

2. Research Your Habits

Look at last year’s spending patterns broken down per month. Compare summer to winter – notice the difference? Can you account for it? Is it mostly necessary or discretionary spending? Perhaps you are a summer spender. Or spring is your springboard for retail therapy. It’s all about knowing yourself and your patterns. Control comes from consciousness.

3. Create a Vision Board to Stay Focused on Bigger Goals

When moods dip, short-term gratification can distract you from long-term dreams. A vision board – whether physical or digital – filled with your financial, personal, and lifestyle goals can remind you of what you're working towards. Saving for a holiday, a home, or paying off debt? Keep that front of mind to resist impulse buys.

4. Stick to a Budget – and Make It Seasonal

Adjust your budget for winter by anticipating higher costs (like heating or comfort food) and limiting discretionary spending. Build in a small ‘feel-good fund’ for affordable treats, but track every expense. Use budgeting apps to stay disciplined when motivation is low. Book a visit with your financial adviser to check your fuller financial picture too – this can help you ground yourself back into the longer-term vision you have for your life and finances.

5. Swap Retail Therapy for Mood-Boosting Alternatives

When you're tempted to shop for a dopamine hit, try:

• Get daily sunlight: Even 15 minutes can help lift your mood.
• Exercise: A brisk walk or home workout releases endorphins.
• Social connections: Host a movie night or coffee catch-up at home. Share how you’re feeling with people who love you and can support you.
• Learn: Set up a winter book club or consider a course to pursue to keep your mind active and combat boredom.

6. Practice the 24-Hour Rule

Before buying anything non-essential, wait 24 hours. This pause helps separate emotional urges from actual needs, reducing regretful spending.

7. Boost Mood Naturally Through Nutrition, Sleep, and Routine

Winter cravings are real, but maintaining a balanced diet helps stabilise energy and mood. Combine this with a steady sleep schedule and daily movement to reduce emotional spending triggers.

Final Thought

If low moods persist, remember that professional support is available. Managing your mental wellbeing is just as important as managing your money – both are deeply connected. Financial confidence comes from prioritising your well-being, whatever the weather.

South Africa’s Depression and Anxiety Group has a 24-hour toll-free emergency helpline – 0800 456 789, and a WhatsApp chat line as well: 076 882 2775.

* Hancox is the head of channel and segment marketing at Sanlam.

PERSONAL FINANCE