sufferers

A day of retail therapy can be just the ticket for some people to help them feel better about themselves. But what happens when you can’t stop shopping?

Surrounded by racks of shirts, dresses and jumpers, Lucy tells me that she could spend up to 14 hours a day searching out new clothes as an escape from reality.

The 37-year-old’s life may sound like a dream, but Lucy is clear that excessive shopping damaged her life.

At one point, Lucy found herself not paying her bills so she could continue to buy clothes.

“It’s like a physical and an emotional drowning. I have felt like I’m just under a weight of clothes constantly,” she says.

Lucy has no idea how many garments she owns, but they take up an entire room in her West Yorkshire home as well as several suitcases – and a 35 sq ft storage unit.

“Clothes acted like an armour to not feel the feelings that I did in real life,” she explains.

Lucy set up a fashion Instagram account and her shopping eventually “spiralled” to the point that she was spending £700 per week – eventually racking up £12,000 of debt.

“It was the first thing I would think about when I woke up.

“You keep looking for clothes in the same way someone might keep drinking because they haven’t quite reached the point of escapism they were hoping to reach,” she recalls as she continues to recover.

She says seeing influencers online with copious amount of clothes “normalised” her habits.

It was not until a therapist told her she may have oniomania – the compulsive urge to buy things – that she realised it was possible to be addicted to shopping.

She describes the second in her NHS Cognitive Behavioural Therapy (CBT) session that she heard about the disorder as a “penny drop” moment.

Shopping addiction, also known as compulsive buying disorder or oniomania, is when a person feels an uncontrollable need to shop and spend, despite the negative consequences.

It is not known how many people have it. A review of research suggests it affects around 5% of adults but a more recent study says it may have risen to 10% since the pandemic.

Now Lucy and others across the UK are calling for a better understanding of the condition and for more support from the NHS.

“I think the resources are currently lacking. The research and understanding of oniomania is just not there in the same way as addiction to substances,” Lucy says.

Natalie has what she calls her “cupboard of doom” with more than 10,000 household items in her Rotherham home.

For the 40-year-old, her Obsessive Compulsive Disorder (OCD) “triggers” her to buy certain things – including a particular number of items and colours.

The cupboard is home to 300 tubes of toothpaste and 3,000 washing pods.

“It just escalated to the point where I was going out and just wasn’t settled until my boot was full of stuff,” Natalie says.

At the peak of her addiction, she would be at the shops every day and could spend up to £3,000 a month – including £1,000 on toiletries.

“I cannot stop – and I do not want to stop either. If I see something online, I need it. I don’t care how I get it, I need to get it.”

The mother-of-one recently spent £1,000 while on a flight – mainly on perfumes – and says she has about 400 fragrances, bought in little more than two years.

Natalie, who works in private nursing, says ads have a “massive effect” on her buying habits and she can spend around six hours a day watching perfume videos online when she is not working.

She has undergone therapy both within the NHS and privately, but feels it was not successful as she is not yet ready to stop – but is focused on trying to cut her shopping.

“I think every addiction should be treated the same and more help and therapy should be available [from the NHS] to people who want it,” she adds.

The BBC has spoken to 15 people who feel they have a shopping addiction.

Many talked of a mental toll and feelings of guilt and shame. One said they developed an eating disorder as a result, and another said it became a “monster” in their life.

All felt that social media contributed to their addiction.

According to experts, the proportion of retail sales online has more than doubled in the last decade, up from 12% in May 2015 to 27% in May 2025.

Digital advertising body IAB UK says advertisers’ spend on social media content grew by 20% last year – standing at a total of £8.87bn.

Zaheen Ahmed, director of therapy at The UKAT Group, which runs addiction treatment centres across the country, says they have seen more people with a shopping addiction.

He explains that the hormonal anticipation of a purchase could be equated to the reaction of a drug user securing a hit.

Mr Ahmed says that social media use as part of smartphone ownership is “the new normal”.

“Social media is impacting our lives big time and it is contributing to our urge to buy, urge to spend, urge to interact every time.”

Shopping became a coping mechanism for issues surrounding Alyce’s self-confidence and esteem.

She started using Buy Now Pay Later schemes when she was aged 18 – a decision she describes as a “gateway” to other credit.

In the end, Alyce, from Bristol, was saddled with debts of £9,000 after spending up to £800 each month on new items, particularly ordering clothes online.

“The more I had to open, the more excitement there was.

“But once I opened the parcels, the buzz would wear off and I’d be sad again – so then the cycle continues.

“Social media is essentially another version of QVC, but one younger generations can watch,” the 25-year-old says.

Alyce, who works in business administration, has since overcome her addiction with therapy and is now almost debt free.

“If I hadn’t done that, I don’t really know where I would be,” she says.

“It does genuinely change your way of thinking and creeps into everything you do – your whole life revolves around payday when you can shop again.

“It just becomes so overwhelming.”

• If you have been affected by the issues raised in this story you can visit the BBC Action Line for more support.

The NHS says it is possible to become addicted to just about anything – but there’s no distinct diagnosis for a shopping addiction.

One reason is because experts dispute how to classify it, with some believing it is a behavioural addiction, while others link it to mood or obsessive compulsive disorders.

Professor of addiction at the University of York Ian Hamilton says shopping addiction has “caught psychiatry on the back foot”.

The expert, who has worked in the field for three decades, said he believes we are still two or three years from the disorder being more widely recognised as a formal diagnosis.

Prof Hamilton says the retail sector has lifted some of the strategies used by the gambling industry to keep people engaged online.

“I don’t think it’s any accident that people find it difficult once they start this loop of spending, buying, feeling good then having remorse.”

The academic adds the rise of influencers is not just a coincidence.

“It’s one thing having an item described to you, [but that] doesn’t have the same impact as seeing a glossy well-put together video package which extols the virtue of an item and only shows the positives.”

Pamela Roberts, psychotherapist at the healthcare provider Priory Group, is clear: “We need to learn different coping strategies but we can only learn [them] when it’s recognised as a problem – and that’s only done when it’s made official,” she adds.

An NHS spokesperson said: “NHS Talking Therapies provides treatment for a range of conditions including OCD and provides practical skills and techniques to help cope.”

They added that anyone struggling with obsessive and compulsive behaviour can contact their GP or refer themselves for therapy.

Makeup and skincare ingredients should be listed in English and not Latin to protect people with allergies, campaigners say.

Cosmetic companies display ingredients in Latin, or using scientific names. But MP Becky Gittins, who has a severe nut allergy, said this was a problem as “less than 5% of our young people are educated in Latin”.

One mum, whose daughter had an allergic reaction to body wash, said cosmetics should be labelled in the same way as food.

Makeup influencer Amy Loring said the labelling system was “frustrating” but for some could be “life threatening”.

The Cosmetic, Toiletry and Perfumery Association (CTPA) said Latin-based names provided a universal language across the globe.

Cosmetic companies list ingredients according to the International Nomenclature of Cosmetic Ingredients (INCI), a system which includes thousands of different Latin-based names.

For example, sweet almond oil is Prunus Amygdalus Dulcis, peanut oil is Arachis Hypogaea, and wheat germ extract is Triticum Vulgare.

Some cosmetic brands also list their ingredients in English, but this is not a requirement.

Eve Huang’s daughter Elysia, 9, is allergic to cow’s milk, coconut, eggs, asparagus, mustard and tree nuts.

Elysia’s allergies are triggered not just by food but by airborne particles and skin contact.

“The Latin puts allergy sufferers at risk and it is so frustrating,” said Ms Huang, from Hornchurch in Essex.

“Why are allergens not listed in bold? Why are there no warning signs?”

Ms Huang said she recently bought Elysia a new skin-sensitive body wash. Within seconds of getting into the bath, Elysia became red and developed a hives rash all over her body.

At first, they did not realise the cause was the body wash.

Elysia did not develop anaphylaxis – a severe and life-threatening allergic reaction – but she did need to be treated.

“A child should not have to take medicine simply for having a bath. A process of getting oneself clean should not make them seriously ill,” said Ms Huang.

She said birthday parties could also be “a nightmare”.

“At one party, Elysia was gifted a facial mask in the party bag and I’ve had to explain she can’t use it until I’ve ‘Googled’ the Latin names and checked whether it’s safe.”

She added: “Some brands now include English translations, which is useful. But I would like to see similar, if not the same standards, as food packaging.”

Gittins, the Labour MP for Clwyd East who is behind the campaign for change, has a severe nut allergy. If she were to use products containing nuts it could trigger anaphylaxis.

Gittins said at a recent trip to a spa, she had to frantically “Google” Latin terms to check for allergens.

“Even on a day that’s supposed to be relaxing, I was still mitigating risk. It is incredibly difficult,” she said.

“Less than 5% of our young people are educated in Latin at any level. Even fewer would recognise these terms when checking the back of a packet to see if they can use certain toiletries or ointments – that then becomes a big problem.”

Gittins said her allergy meant she lived with “a base level of anxiety”.

She added: “Do I live a very restricted life, or do I go out and do the things that are more risky?

“That is what we need to minimise – we need to make sure we have a much more allergy-friendly world so we can mitigate that risk.”

Amy Loring, a makeup artist from Cardiff who uses her Instagram page to provide skincare and cosmetics advice to thousands, said the labelling system needed to be “very clear”.

“I have hypersensitive skin and it’s very uncomfortable when you’re breaking out and have eczema over your face. There are some days I can’t put anything on my skin because it is reacting so bad,” said the 31-year-old.

“It is frustrating as a consumer when you get reactions like rosacea, redness, breakouts, and that’s just mild allergies – it can be quite severe and life-threatening.”

• Almond (bitter): Prunus amygdalus amar
• Avocado: Persea gratissima
• Apricot: Prunus armeniaca
• Banana: Musa sapientum
• Brazil nut: Bertholletia excelsa
• Cashew: Anacardium occidentale
• Chestnut: Castanea sativa/sylva or castanea crenata
• Coconut: Cocus nucifera
• Egg: Ovum
• Fish liver oil: Piscum iecur
• Hazelnut: Corylus rostrata, corylus americana, corylus avellana
• Kiwi fruit: Actinidia chinensis or actinidia deliciosa
• Oat: Avena sativa or Avena strigosa
• Peach: Prunus persica
• Peanut oil: Arachis Hypogaea
• Sesame: Sesamum indicum
• Sweet almond oil: Prunus amygdalus dulcis
• Walnut: Juglans regia or juglans nigra
• Wheat germ extract: Triticum vulgare

Regulations state that cosmetic ingredients must be listed clearly. If there is no outer packaging, the labelling will be on the container. If the product is very small, the ingredients may be listed on a leaflet.

While the INCI system ensures consistency across the globe, critics say it leaves many consumers in the dark.

Rachel Williams’ son, Jacob, is allergic to peanuts, hazelnuts and almonds.

“It is difficult enough to navigate life with allergies without adding the learning of Latin on top of everything else,” said Rachel, from Swansea.

“I can’t always remember the name of certain nuts in Latin, or I doubt myself when I’m checking products. This means I have to search online every time I use a product. I would have a lot more confidence in the products if they stated all of the top 14 allergens in English.”

The CTPA has defended the use of INCI ingredient names.

Caroline Rainsford, the director of science at the CTPA, said the system provided a universal language across the globe.

“For botanical or natural extracts, we refer to the Linnaean system, which is the international system for scientifically naming plants and animals, and lots of those names will be Latin-based,” she said.

“The reason we refer to that system is to have global harmonisation.

“I can see that perhaps people would think it may be easier to have the English name but if you are on holiday and you are looking at the ingredients list, you would need to know the name of the plant in whichever country you’re in.

“Whereas if we use the INCI system, you then just need to remember that one INCI name.

“The more consistency and harmonisation we have with the ingredient list is not only great for us when we’re buying a product, it also makes life easier for companies.”

The industry has developed tools to help consumers navigate the terminology.

One such tool is the COSMILE app, which allows users to search ingredient names by scanning the label.

The app aims to offer reliable and scientifically supported information on thousands of ingredients used in cosmetic products.

A UK government spokesperson said: “Our regulations require all cosmetics to include a full list of ingredients that is clearly marked on the product label or packaging using generally accepted names.”