Shoppers Justify Luxury Purchases With Math and BNPL — Retail Bum

In a world where luxury purchases are perceived by many as extravagant and unnecessary, consumers are turning to mathematical concepts such as “cost per wear” to rationalize their decisions, especially during times of inflation.

The trend highlights the evolving mindset of consumers as they seek to balance indulgence with fiscal responsibility. The need to justify such purchases also sheds light on the psychological and economic factors that have resulted in increased use of buy now, pay later (BNPL) services.

Justification in the Face of Affordability

Luxury purchases often come with hefty price tags that may be beyond the immediate financial reach of many consumers. At a time when inflation is high, and the prices of goods and services are rising, the allure of luxury is both enticing and intimidating for consumers.

To navigate this dilemma, consumers are using mathematical reasoning to mentally bridge the gap between desire and affordability. Justification becomes a way to alleviate guilt and avoid the perception of extravagance.

Cost-Per-Wear Rationalization

Cost per wear, aka “girl math” on TikTok, which has garnered over 64 million views, is a…