How Companies Exploit Seasonal Depression

The Autumn and Winter seasons have an extensive list of things to look forward to, such as changing leaves, cooler weather, and festive events like Halloween, Thanksgiving, and Christmas. But, this also comes with a looming possibility for some of developing Seasonal Depression. Referring to its scientific name, Seasonal Affective Disorder (SAD) is a type of depression that is related to the change in seasons. Seasonal affective disorder symptoms appear during late fall or early winter and go away during the sunnier days of spring and summer. The symptoms of SAD may include having low amounts of energy throughout the day and constantly feeling sad or moody. For some, it can lead to increased temptations of “retail therapy,” which is defined by the practice of shopping to cope with emotional distress, and can be detrimental to your mental health and financial well-being. If not controlled, it can cause psychological dependency and compulsive habits that are seen as an opportunity for most companies to capitalize on.

  With the release of seasonal drinks and food from various companies, most notably Starbucks and Dunkin' Donuts, these businesses primarily focus on consumer attraction by re-releasing iconic seasonal items in addition to introducing new items for consumers to purchase. In releasing these items, companies want consumers to spend money on their products constantly throughout the season, leading to increased consumption. They do this by naming their drinks after specific fall-associated items and scents, invoking a desire for warmth, comfort, and nesting in the fall and winter. Companies utilize seasonal affective disorder by timing their product releases and marketing to align with the psychological and emotional needs that arise during specific times of the year when people are more likely to engage in compulsive spending, as people try to find a sense of relief from their feelings of anxiety and depression, with these spending behaviors often being psychological. Furthermore, companies exploit SAD as a way to lure consumers to indulge themselves in shopping to help numb those troubling feelings for a while, ultimately repeating the cycle of a temporary feeling of relief from emotional pain. As a result, individuals struggling with SAD may unknowingly fall into patterns of repeatedly purchasing products to numb negative feelings, ultimately spending more money while their underlying emotional challenges remain unresolved.

In all, while the autumn and winter seasons bring excitement and celebration, they also create emotional vulnerabilities that companies readily capitalize on. Seasonal Affective Disorder not only affects people’s mental and emotional well-being, but also influences their spending habits in ways that many consumers may not fully recognize. Through carefully timed product releases and emotionally charged marketing, businesses tap into the desire for comfort and stability during darker months, often encouraging patterns of compulsive spending. By recognizing the impact of SAD and the strategies companies use, people can better protect their mental health, financial security, and sense of control throughout the colder seasons.