Women shop when they feel disorganized, depressed, conflicted, bored, angry, not good enough, not pretty enough and fat. They shop as a way to "pull themselves together," even when they are not aware that is what they are doing, in a symbolic act of self-creation.
Shopping is often unwittingly used as a technique to bring the self into sharper focus. It is fueled by the belief that the perfect shirt, belt, shoes or sofa will finally supply the answer to who the shopper is and will increase her worth. There is a strong makeover fantasy at work when we shop.
— Eve Eliot, Attention Shoppers!