Goodwill or Good god I’m Addicted-will?

Hey Neuroniñas,

Your bestie calls you up and invites you to tag to the GW. A chill way to spend an afternoon, you agree, and immediately turn on Macklemore. Browsing through racks of stained clothes and quirky knick-knacks you’re casually rummaging through someone’s old salt-and-pepper shaker collection when your homegirl screams your name and holds up a vintage Lilly Pulitzer playsuit circa 1960 for $8.99. Suddenly, the hunt is on. You start swiping hangers scanning for the LP tag while your home girl uses google lens to check how much she can resell it for. You wanna be happy for her, but deep down, you’re hoping she gets lowball offers, refuses to sell, and it gathers dust up until your birthday—when she then gifts you the holy find. Next thing you know you’re wasting gas driving from one thrift store to the next, spending hours digging through piles of forgotten treasures. Each store is a new chance to find something even better than a Lilly P tag because, who knows? Maybe it’s the next stop that holds your jackpot.

Addiction can take many forms, but the psychological mechanisms driving it are often quite similar. Whether the addiction is fucking, gambling, substance abuse, or even in this case…thrift shopping.

There has been a rise of "thrifting addiction" and it’s real. Check yourself before you wreck yourself mam here are the facts no printer:

Updated October 2024 by BusinessDasher (I cannot cite for shit lo siento)

16-18% of Americans shopping at thrift stores, and 93% of consumers now purchasing secondhand items online. Millennials and Gen Z are driving this shift, accounting for 33% and 58% of secondhand apparel buyers. The secondhand market is expected to hit $70 billion by 2027, outpacing traditional retail by 9X (ThredUP, Statista).

The thrift brings us elements of uncertainty, reward anticipation, and that sweet hit of dopamine. 

“But Neuroniñas, I don’t have an addiction! I’m saving the environment by thrifting and you can fuck off!” 

K girlypop driving around with 6 garbage bags of clothes chillin in your trunk that you swore to donate 4 months ago while you cruise to the SalvArmy to use your coupon and buy more clothes to hoard in your car. We see you. 

For example, the heart of gambling addiction is uncertainty. The unpredictable nature of the outcome—whether it’s spinning a roulette wheel or trying to get all 7s on a slot machine lever, this creates a psychological environment rich in tension. This unpredictability taps into the brain’s reward system.

When we gamble, we anticipate a reward. The brain releases dopamine not only when a win occurs but also in the moments before we know whether we’ve won or lost. Aka it’s the anticiption that has us in a chokehold. 

A key aspect of addiction is pathological loss and loss chasing. After losing, an addict may double down, hoping to recover the lost money. This behavior is driven by what's known as the "near-miss" effect. Losing feels just close enough to winning that the individual feels compelled to keep going.

While thrifting might seem like a wholesome hobby, it follows a strikingly similar pattern to gambling. Thrift stores are unpredictable places. Especially if you hit the bins (IYKYK). You never know what you might find, and the thrill of the hunt becomes its own addiction. Finding a rare vintage piece or an inexpensive designer item creates the same kind of dopamine-driven anticipation.

The thrift anticipation is similar to the dopamine surge a gambler feels right before the outcome of a bet. The difference? While gambling is often tied to money and immediate stakes, thrifting addiction revolves around the pursuit of the "perfect find" or an item. 

Dopamine, a neurotransmitter involved in reward anticipation and reinforcement, makes the cycle of addiction more potent. The brain's reward system gets hijacked by the promise of a reward.

NOW ladies and gents, the gays and the theys, this is particularly important for people who may already struggle with psychological disorders. Conditions like ADHD, bipolar, depression, or anxiety often involve dysregulated dopamine systems. Those with these conditions may be more susceptible to the highs and lows of addictive behaviors…including thrifting. Their brains are consistently seeking that rush of dopamine that momentarily alleviates negative emotions. Aka the cycle of thrifting when you’re sadgirl. 

Now repeat after me: Impulsivity, loss of control, and the constant desire to return to the activity for that dopamine rush are signs. 

Think of the "Skinner box." In this experiment, animals are rewarded with food after pressing a lever. When the reward comes at random intervals, rather than consistently, the animal continues pressing the lever more persistently, exhibiting behavior known as variable reinforcement (VR). This random reward schedule, found in both gambling and thrifting reinforces the behavior…making it more addictive.

The thrill of the unknown, the hope of finding a vintage designer piece, plus the emotional rush they generate are all rooted in the same brain systems that make these behaviors so hard to resist.

Understanding the psychology behind these behaviors is crucial for recognizing the patterns of addiction.

Neuroniñas is dedicated to exploring the complex intersection of psychology and behavior. Stay tuned for more insights into the ways our minds influence our habits and decisions.

Don’t fact check me pls I’m just a girl 🥲

Citations

Lembke, Dr. Anna. Dopamine Nation: Finding Balance in the Age of Indulgence. Dutton, 2021.

“The Psychology of Gambling Addiction."Psychology Today, 2018, [www.psychologytoday.com/us/articles/201804/the-psychology-of-gambling-addiction](https://www.psychologytoday.com/us/articles/201804/the-psychology-of-gambling-addiction).

“Dopamine and Reward: A Primer."Frontiers in Psychology, 2015, [www.frontiersin.org/articles/10.3389/fpsyg.2015.01746/full](https://www.frontiersin.org/articles/10.3389/fpsyg.2015.01746/full).

"Variable Reinforcement and Gambling: The Addiction Mechanism."Journal of Gambling Studies, 2020, [link.springer.com/article/10.1007/s10899-020-09956-9](https://link.springer.com/article/10.1007/s10899-020-09956-9).

“National Institute on Drug Abuse (NIDA). “Addiction and the Brain: The Role of Dopamine, 2020, [www.nida.nih.gov/publications/research-reports/understanding-drug-use-addiction](https://nida.nih.gov/publications/research-reports/understanding-drug-use-addiction).

*"The Near-Miss Effect: How Losing Can Fuel Gambling." The British Psychological Society, 2020, [www.bps.org.uk/psychologist/near-miss-effect-how-losing-can-fuel-gambling](https://www.bps.org.uk/psychologist/near-miss-effect-how-losing-can-fuel-gambling).

“Compulsive Shopping and Thrift Shopping.”Consumer Culture Theory,2013, [journals.sagepub.com/doi/abs/10.1177/2158244012456079](https://journals.sagepub.com/doi/abs/10.1177/2158244012456079).