‘I deserve this’: When self-care becomes a reason to spend — Nur Nadia Adjrina Kamarruddin

In September 11, the phrase "I deserve this" became a justification for impulsive purchases. It is a common sentiment that many of us have experienced when buying something we did not really need, such as new shoes, a pricey handbag, an expensive skincare product, or an overpriced cup of coffee. We often claim that these purchases are rewards or acts of self-care, but the reality is that they are driven by emotional triggers rather than rational needs.

The growth of Malaysia's e-commerce industry underscores how deeply digital transactions have infiltrated our daily lives. E-commerce transactions in Malaysia reached RM1.288 trillion in 2024, an increase of 8.8 percent from the previous year. While the majority of this figure is attributed to business-to-business (B2B) and business-to-government (B2G) transactions, business-to-consumer (B2C) e-commerce saw a remarkable 11.3 percent growth, reaching RM374.7 billion in 2024.

The convenience of digital shopping is undeniable, with Malaysians increasingly receiving product recommendations through social media, livestream shopping, and targeted advertisements. The line between entertainment and consumption has become blurred, with platforms like TikTok Shop facilitating nearly half of all sales in Malaysia through live shopping. This seamless integration of commerce into everyday life enables users to make purchases without even intending to buy something.

The rise of Buy Now, Pay Later (BNPL) transactions further demonstrates how the financial barriers to shopping have been eroded. In 2025, Malaysians made 243 million BNPL transactions amounting to RM21.3 billion, a significant increase from the 146 million transactions worth RM12 billion in 2024. BNPL users were also commonly purchasing everyday items such as food, groceries, transport, and services, rather than extravagant luxury items.

The average BNPL transaction was only around RM91, making it easy for consumers to justify purchases that may have otherwise seemed excessive.

Moreover, the language used to describe these purchases reflects a shift in how we perceive self-care and reward. Rather than admitting to buying something because we were stressed or tired, we often justify our actions by claiming that we deserved it or that we were treating ourselves. This emotional justification allows us to rationalize impulsive spending and maintain a positive self-image.