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European Shoppers Beat January Blues with Retail Therapy

European shoppers  turn to retail therapy to beat the January blues, with Turkish consumers most likely to treat themselves to a ‘pick me up’ purchase.

Men are more likely than women to splash out, according to statistics from the MasterCard Treat Index. The poll – which surveyed 15,000 people across 17 countries (Austria, Belgium, France, Germany, Italy, Netherlands, Poland, Russia, Spain, Sweden, Switzerland, Turkey, UK, Czech Republic, Greece, Hungary and Romania) – found that 1 in 5 men spend more than €100 on treats for themselves each month, compared to 1 in 10 women.

Turkey emerged as the biggest fans of pampering, with two thirds of consumers claiming to make regular cheer-up transactions. It’s a different story in Sweden, however, where a fifth of respondents admitting to feeling post-purchase guilt.

The study revealed other insights about how our approach to treating ourselves varies across countries and by age group;

  • Swedes are more likely to feel guilty when they treat themselves (21%), while Turks (8%) and Russians (9%) are least likely to
  • Turks (71%) are most likely to treat themselves at least once a month, while Czechs (27%) are least likely to treat themselves this frequently
  • Millennials are nearly twice as likely (60%) as Boomers (34%) to treat themselves once a month or more frequently
  • Timing is also a factor with Millennials more than twice as likely to buy treats at the weekend (21%), after a hard day at work (20%), or pay day (25%), compared to Boomers at 14%, 7% and 14% respectively


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