DO HAPPY PEOPLE SHOP MORE?

Summary from the TLDR Marketing newsletter

Happier people spend more money than less happy people. This effect is strongest for indulgent or discretionary items, while spending on utilitarian products can be lower. In a study where participants received $10 to spend freely, those with higher trait happiness spent more overall and were more likely to buy non-essential items. The effect depends on the type of product, with happiness increasing spending on indulgent items and reducing it on highly utilitarian ones. Happiness drives greater engagement with enjoyable purchases.