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National Splurge Day

Just for one day, forget about your careful budgeting and responsibility, and go out and indulge in those cute shoes, that nice restaurant, whatever you like.

Hobbies & Activities Shopping62

Marketing angleinferred

Position your premium offerings and upgrades as guilt-free indulgences for budget-conscious consumers who deserve a break from financial responsibility.

Relevance 62high intent

Upgrade Your Day: Business class flights, luxury hotel rooms, top-shelf cocktails—June is your permission slip to say yes
Treat Someone You Love: Splurge on a friend with a shopping spree, decadent meal, or experience they wouldn't normally afford
Small Splurges Count Too: Whipped cream on coffee, supersized fries, premium add-ons—celebrate the little luxuries that feel big

History

Saving money and being financially responsible is a vital part of surviving as an adult in this day and age. Everyone works hard for their money, paying taxes and buying insurance. Paying back student loans or buying diapers for the babies. Saving for the future.

That’s right, being fiscally responsible and living within a budget is a task that all but the wealthiest folks in the world need to do. But… there is one day when all bets are off and it’s time to have a little fun. It’s National Splurge Day!

The history of National Splurge Day can be traced back a few decades, to 1994, when the day was founded by Adrienne Sioux Koopersmith.

Hailing from Chicago and owner of her own communications company, Ms. Coopersmith considers herself to be an “eventologist”, founding holidays as a way of enjoying and celebrating the good in the world following a traumatic event in her own life.

With a flair for the whimsical, Koopersmith wanted to encourage people to enjoy life a little bit and so, National Splurge Day was born!

How to celebrate

Take the Upgrade

Whether booking flights, reserving a hotel room, getting a massage or just ordering a drink, perhaps National Splurge Day is just the right time to say “yes” to those upgrades. Choose the upgrade to business class or get the gold star hotel room. Indulge in the top shelf liquor for that cocktail and go ahead and order that decadent dessert. For those who don’t have a ton of money in the bank to splurge with (and going into debt isn’t a great idea!), this day could simply be one where you say “yes” to the whipped cream on top of that coffee drink or go with the super-size fries just this once. Even the small things can mean a lot when they are celebrated!

Splurge on Someone You Love

While it’s true that National Splurge Day might be happily spent indulging alone, most things in life are more enjoyable when they are spent with someone else. Choose a friend who may have been having a hard time and take them out for something they would enjoy. Perhaps a shopping trip, a decadent meal or a day at an amusement park. Spoil someone and enjoy the look on their face as they spend the day being happy and content with all of the fun!

Take the Day Off

Perhaps a splurge for some people might mean simply resting and relaxing. Call off from work and celebrate National Splurge Day with a bubble bath, some takeout and an indulgent day alone. National Splurge Day is about celebrating and doing something that a person may not usually take the time or money to do. Treat yourself! After all, you only live once, so why not enjoy it? National Splurge Day Timeline1899Veblen Coins “Conspicuous Consumption”American economist Thorstein Veblen publishes The Theory of the Leisure Class, describing status-driven luxury spending as “conspicuous consumption.”1920sMass Consumer Culture Takes Hold in the U.S.Advertising, department stores, and installment credit help turn Americans into mass consumers, normalizing discretionary “treat yourself” purchases.1950Birth of the Modern Credit CardBank of America pilots BankAmericard in California, helping usher in general-purpose credit cards that make spur-of-the-moment splurge purchases easier.1986“Retail Therapy” Enters Popular VocabularyA Chicago Tribune article uses the phrase “retail therapy,” capturing the idea that shopping sprees and indulgent buys can temporarily improve mood.1990Self-Gifts Defined in Consumer ResearchJournal of Consumer Research publishes Mick and DeMoss’s study on “self-gifts,” framing indulgent purchases for oneself as rewards, celebrations, or mood repair.2011Self-Gifting as Justified IndulgenceResearchers Kemp and Kopp show that people often frame self-gifts as justified indulgences, explaining how “I deserve to splurge” thinking supports hedonic spending.2018Linking Hedonic Shopping, Indulgence, and RegretA Journal of Consumer Marketing study finds that hedonistic shopping and indulgence drive self-gifting but can also trigger post-purchase guilt and regret.

Veblen Coins “Conspicuous Consumption”

American economist Thorstein Veblen publishes The Theory of the Leisure Class, describing status-driven luxury spending as “conspicuous consumption.”

Mass Consumer Culture Takes Hold in the U.S.

Advertising, department stores, and installment credit help turn Americans into mass consumers, normalizing discretionary “treat yourself” purchases.

Birth of the Modern Credit Card

Bank of America pilots BankAmericard in California, helping usher in general-purpose credit cards that make spur-of-the-moment splurge purchases easier.

“Retail Therapy” Enters Popular Vocabulary

A Chicago Tribune article uses the phrase “retail therapy,” capturing the idea that shopping sprees and indulgent buys can temporarily improve mood.

Self-Gifts Defined in Consumer Research

Journal of Consumer Research publishes Mick and DeMoss’s study on “self-gifts,” framing indulgent purchases for oneself as rewards, celebrations, or mood repair.

Self-Gifting as Justified Indulgence

Researchers Kemp and Kopp show that people often frame self-gifts as justified indulgences, explaining how “I deserve to splurge” thinking supports hedonic spending.

Linking Hedonic Shopping, Indulgence, and Regret

A Journal of Consumer Marketing study finds that hedonistic shopping and indulgence drive self-gifting but can also trigger post-purchase guilt and regret.

FAQ

Is “retail therapy” ever healthy from a psychological point of view?

Research suggests that small, deliberate purchases can improve mood in the short term and restore a sense of control, especially when people choose items carefully rather than buying on impulse. Studies in consumer psychology have found that making purchase decisions can reduce residual sadness, but they also note that shopping does not solve underlying problems and can become harmful if it turns into compulsive buying or creates debt.

How can someone tell the difference between a one‑off splurge and a harmful spending habit?

Psychologists and financial educators point to patterns rather than single events. A one‑off splurge is usually planned, affordable within a budget, and followed by little or no regret. Harmful patterns tend to involve frequent unplanned purchases, hiding spending, using credit to cover necessities because money went toward wants, and feeling out of control or distressed afterward. Reviews of compulsive buying describe these behaviors as red flags rather than normal discretionary spending.

Do planned “treat yourself” purchases actually affect long‑term happiness?

Evidence suggests that how someone splurges matters more than how much they spend. Studies consistently find that experiential purchases, such as trips or shared meals, create more lasting satisfaction than material goods, and that spending on others often boosts happiness more than spending on oneself. When splurges are aligned with personal values and do not undermine financial security, they are more likely to contribute to overall life satisfaction.

Is it financially responsible to include splurges in a household budget?

Many financial education groups and planners view modest splurges as healthy when they are built into a realistic spending plan. Guidance from public agencies and nonprofit educators recommends first covering essentials, debt payments, and savings goals, then setting aside a defined “fun money” or discretionary category. This approach allows guilt‑free treats while reducing the risk of overspending or relying on high‑interest credit.

Why do some people feel more pressure than others to spend on visible luxuries?

Economists and sociologists point to “conspicuous consumption,” a term Thorstein Veblen used for buying goods mainly to signal status. Later research shows that people who feel judged on appearances or who face social or racial barriers to status may direct a larger share of income toward visible items such as cars, jewelry, and clothing. Local norms, peer groups, and media images all influence how strong this pressure feels in everyday life.

Can occasional splurging coexist with goals like paying off debt or saving for retirement?

Financial planning materials generally say it can, provided the trade‑offs are explicit. Educational resources encourage people to map out income, fixed expenses, debt payments, and savings targets, then decide how much is left for discretionary spending. When splurges stay within that discretionary amount and high‑interest debt is being paid down on schedule, occasional indulgence does not usually derail long‑term goals.

Is there a risk that “treating yourself” can quietly turn into lifestyle inflation?

Yes. Personal finance educators warn that repeated splurges can reset what feels “normal,” leading people to adopt higher ongoing expenses instead of one‑time treats. This lifestyle inflation can crowd out savings and increase financial stress without providing a matching increase in happiness. To avoid it, experts recommend keeping most indulgences as occasional or one‑off experiences and regularly reviewing budgets so that new recurring costs are added only with care.