Are You Overconsuming? Escaping the ‘More, More, More’ Trap

It’s 11 PM. You’re in bed, scrolling through your phone, and somehow there are now six items in your cart. A candle you don’t need. The latest tech gadget. A gift for someone you haven’t even confirmed you’re seeing this year. You tell yourself it’s fine; it’s December, after all. The holidays bring twinkling lights, shared meals, and time to rest. But this time of year also brings a constant hum of more: more sales, more parties, more pressure. 

But what if less really could feel like more? In this article, we explore what overconsumption actually means and how it shows up emotionally, socially, and financially. Along the way, OpenUp psychologist Margit Nooteboom will share insights from her work and practical strategies to help you slow down, spend with intention, and reconnect with what matters most.

What is Overconsumption?

Overconsumption is defined as the use of goods, services or experiences in amounts that go beyond what is necessary or sustainable. But it’s not just about material things. It can also be emotional (like buying to boost your mood), digital (constant scrolling), social (overcommitting), or financial (spending to self-soothe, AKA making yourself feel better).

Most of the time, it doesn’t even feel like a choice. Our brains are wired to seek rewards and avoid discomfort. In a world of instant access and constant advertising, it’s easy to fall into a loop of wanting, chasing, and repeating. OpenUp psychologist Margit Nooteboom, who often supports people in recognising and reshaping consumption habits, explains it like this:

Modern culture doesn’t help. We’re taught to value more: more productivity, more success, more stuff. But research shows that people who strongly value material success tend to report lower life satisfaction overall.

So overconsumption isn’t about lack of willpower. It’s often just a mismatch between what we’re wired for and the world we live in. Becoming aware of those patterns is the first step toward choosing differently.

Why Do We Consume so Much in December?

The holiday season brings a perfect storm of overconsumption triggers. There’s the end–of–year fatigue, the “treat yourself” messaging, and the familiar idea that January will fix everything. We’re bombarded with sales, scarcity messaging (“only a few left!”), and social media posts that make everyone else’s life look perfectly festive.

This isn’t about blaming or shaming. Overindulging occasionally is completely normal. But when that cycle becomes constant or starts to affect your energy, mood, or finances, it might be time to pause. And the more aware you are of what’s driving your behaviours, the easier it becomes to make choices that actually feel good.

For many of us, overconsumption is unintentional. But the more you understand about the different types, the easier it becomes to spot your own patterns. Below, we explore how overconsumption shows up emotionally, socially, and financially, and what might be driving it.

Emotional & Psychological Overconsumption

Sometimes we reach for more because something feels like it’s missing. Shopping, snacking, scrolling, and overplanning are all ways to chase short bursts of dopamine (the feel-good hormone). But what feels good in the moment can leave us overstimulated or flat afterwards.

As highlighted above, overconsumption often fills an emotional void: loneliness, anxiety, stress, or a feeling of not belonging. It may temporarily tell us “I matter” or “I’m in control”, but it rarely satisfies us at a deeper level. In our increasingly stressful world, turning to consumption can be a coping mechanism. 

Gábor Máté has spoken about how behaviours of over‑consumption can mirror addiction patterns. But it’s important to emphasise: not everyone who overconsumes is addicted, and the word “addiction” must be used carefully. What is helpful is recognising the function: what need are we trying to meet through “more”?

When consumption is tied to an unmet need (belonging, purpose, calm), it may offer a short‑term fix, but long‑term fulfilment comes from connecting with the need directly.

Social Overconsumption

December transforms your calendar into a game of Tetris: work drinks, family dinners, friend gatherings, each one layered on top of the last. We overcommit because ‘everyone else is going,’ because saying no feels selfish, or because we’re performing a version of ourselves: the generous friend, the fun colleague, the person who has it all together.

There’s also the pressure to perform. Social media comparison adds to this, making it easy to compare how you’re celebrating to how others appear to be. If this sounds familiar, try checking in with yourself. Are your social commitments fuelling or draining you? Are you showing up out of joy, or out of obligation?

Setting boundaries can help, but it’s not always easy.

Financial Overconsumption

You’re about to hit “buy now.” The deal’s too good to pass up. It makes sense in the moment, until the regret shows up a few days later.

Financial overconsumption often starts with emotion, not logic. We spend to feel better, to feel in control, or to prove something. Psychologists call this present bias: the tendency to prioritise short-term rewards over long-term outcomes. Research shows that this bias contributes to behaviours like overspending and under-saving, especially when we’re emotionally charged or under pressure. Even when we know better, our brains often still choose now over later.

Tips to Ease Overconsumption

So now that you know the overconsumption triggers to look out for, how do you actually manage them differently this December? Here are three psychologist-backed strategies you can start using today. Whether you’re staring at a shopping cart, a packed calendar, or both.

1. Recognise When You’ve Overdone It

Sometimes you only notice overconsumption after the fact when you’re exhausted from back-to-back events, guilt-scrolling through your bank statement, or staring at unopened packages. That’s completely normal. The goal isn’t perfection. It’s noticing the pattern without spiralling into shame. 

Ask yourself: “What was I actually needing in that moment?” Comfort, control, connection? A sense of celebration? Then take one small, grounded step:

• Declutter one drawer (or your email inbox)
• Block out one evening with nothing planned and fill it with something that gives your energy (taking a bath, reading a book, etc.) 
• Text someone you genuinely want to see

Don’t think of these as punishments, but resets. Small actions that help you feel like yourself again, instead of staying stuck in the “more” loop.

2. Pause Before You Purchase (or Commit)

Moderation isn’t about restriction. It’s about staying connected to what you actually want, not what the algorithm, the sale timer, or social pressure is telling you to want. Before you buy, commit, or say yes, pause for just a moment:

• Before buying, pause to check in with your motivation. Is this for necessity, comfort, pressure, joy, or boredom?
• Try a 24-hour rule before purchases over €50, especially between Black Friday and New Year’s when the pressure peaks.
• Make the decision yours: Notice whose voice is influencing the choice: the ad, the discount, the “should.” Then, bring it back to your own values and what you need. 

That pause shifts you from reacting to responding. And responding is where your autonomy lives.

3. Replace, Don’t Deprive Yourself

Easing overconsumption doesn’t mean cutting out joy. It means choosing what actually feels good for you in the long run, not just in the moment. 

• Think about what you can experience together rather than spend money on. Maybe that’s a walk to see Christmas lights together, or cooking a meal side by side. These are moments you’ll remember, rather than gathering more clutter.
• ”Treat yourself”, you’ve likely heard that phrase before, but it can often be associated with that nice little sweet treat and coffee or a shopping spree. While there’s nothing wrong with that, also think about how you can treat yourself without consuming in the traditional sense of consumption. Maybe that’s reading your favourite book, rewatching your favourite movie, or having a slower morning.
• Overindulging can feel great in the moment, but often leaves you feeling low afterwards. Try conscious indulgence instead:  treating yourself slowly and intentionally. Enjoy one really good piece of dessert, savour a long bath, or buy yourself fresh flowers and actually take the time to notice them throughout the week.

Closing Words

Like any shift in behaviour, consciously consuming takes practice. The goal isn’t perfection, it’s noticing what drives your habits and choosing what feels right for you. 

Keep the good things: connection, generosity, and celebration. But try finding ways to feel these that don’t end up in a shopping bag. Maybe it’s spending time with someone who makes you laugh, or doing something small that helps you feel like yourself again. You might be pleasantly surprised by how much better that feels than any big shopping spree this December.