It's no secret that we live in an era of consumption and shopping has become an integral part of our lives. But sometimes the need to acquire has the characteristics of a painful addiction. Let's try to understand the emotional component of different shopping scenarios. Let us remember that shopping is often accompanied by a certain emotional state. This can be an exciting excitement, and then a really successful purchase is experienced as “I am a winner.” But it happens that the purchase is used as a means of getting rid of unpleasant feelings of despondency, hopelessness, despair, etc. Then the thought of acquiring something good is perceived as an opportunity to “sweeten the pill.” And here events develop according to a different scenario. Yes, indeed, the purchase of, for example, a charming dress/blouse/bracelet instantly gives positivity with the conviction that “finally everything will work out.” Here the mechanism of regaining a sense of control over the situation is triggered through experiencing the positive emotions of owning something desired (purchase). By the way, this mechanism is characteristic of any addiction. Shopping goal achieved! The mood is great! What's next? Why, after a while, doubts begin to overcome, and the purchase no longer seems successful, but, on the contrary, senseless, stupid, so inappropriate that you want to get rid of it. Such a purchase becomes a container for all those feelings from which it initially relieved. That is, a “good” thing at the time of purchase becomes “spoiled/bad”. And its possession is experienced as toxic, giving rise to the need to remove such a thing. And for this purpose it can be lost, donated, sold. Or you can simply “forget” about it, and then things acquired in huge quantities accumulate as unnecessary rubbish. And in this place it would be fair to note that the psyche does not always work this way, but only in the case when the possession of a “bad/spoiled” object is unbearable . What to do? Shopping and acquisitions are an integral part of our lives, and we want to live them as useful and satisfying. Psychoanalytic psychotherapy will help to effectively deal with the internal motives of shopaholism. In the situation of an analytical setting, it becomes possible to gain access to deep experiences that fuel precisely this form of acting out to get rid of unbearable emotional states. In the process of therapy, new adaptive mechanisms of interaction with one’s own feelings are formed, a more mature image of oneself appears and consolidates.