The Diderot Effect and the Freedom of Wanting, Buying, & Shopping

Why do we buy things we don’t need? A few months back, I purchased some back-to-school items for my kiddos, and in the process found a sports bra that I bought along with the crayons. I felt so guilty for buying it because I didn’t need it. I have so many sports bras, so what was I thinking about buying a new one?

As humans, we often just accumulate stuff, and I think that’s a natural tendency many of us have. It seems more common when we buy one new item, it leads to the purchase of another. This concept is called the Diderot Effect named after the famous French philosopher Dennis Diderot. In 1765, Diderot came into some money when Catherine the Great, the Empress of Russia, offered to buy his library. 

Afterward, he purchased himself a beautiful scarlet robe, which felt out of place next to his other possessions. He felt the need to buy new things to match the beauty of his robe, replacing his old items with new decorative pieces. This seemed to lead to a spiral of consumption leading Diderot to acquire more things, purchasing things his prior self didn’t need to feel happy or fulfilled, thus creating the Diderot Effect. 

We’ve all experienced the Diderot Effect in some way, like buying a dress only to need to buy shoes to match. When we start to observe our thought patterns we can determine if we actually need an item or if we simply want it. Let’s be honest here as well, shopping represents freedom. Back in the day, people had one item for a single purpose, one coat, and one pair of shoes, unless they were super wealthy or elite. There wasn’t a place to shop because things couldn’t be produced at the scale they can be today.

It wasn’t until Harry Gordon Selfridge created the department store that the concept of shopping as a leisurely activity came to be. Before then you went to the store for something specific or you didn’t go at all. When given this access, people were able to step away from simply surviving to have more conveniences like multiple pairs of shoes. It frees up the energy so that you can focus on other things, making life easier and giving you more freedom in life. 

Shopping also feels like a way to give back to yourself which so often ends up on the very bottom of your list. Like when I bought the sports bra, that was my one chance that week to do something for myself, that makes me feel free again. I’ve not even tried it on, but I don’t care that I spent $25 on it because I was able to feel a tiny, tiny piece of the version of myself that I used to be. We don’t buy things but rather purchase things that make us feel. 

Think of your kitchen table. Sure you might have purchased it for its practical use at first, but now think about all the memories you’ve shared around that table. Buying things you don’t need is actually the soul’s way of saying that something is off and that there’s a void that needs to be filled. Buying the sports bra isn’t going to bring back the old version of me, and it’s not going to change my life today. 

The exploration of the Diderot Effect and the concept of shopping as freedom raises important questions about our consumption habits and the underlying motivations behind our purchases. By becoming more aware of our thought patterns and distinguishing between genuine needs and wants, we can avoid falling into the spiral of consumption and the subsequent feelings of anxiety, guilt, and shame. 

When we understand the emotional connection we have with our purchases, we can address the deeper voices in our lives. Instead of seeking fulfillment through material possessions, we can focus on finding meaningful experiences and connections that truly bring us joy and a sense of freedom.  

As we move forward, it’s crucial to cultivate mindfulness in our shopping habits. By questioning our motivations and considering the true value of our purchases, we can make more intentional choices that align with our values and aspirations. Shopping can still be a source of freedom, but it is essential to redefine what that freedom means and seek it in ways that go beyond material possessions. 

If you’ve enjoyed this blog, check out my podcast, Money Isn’t Scary where I help people overcome their fear and negative associations with money by empowering individuals to take control of their finances.