A Little Bit of Shopping, All the Time
This article explores the psychological exhaustion of modern consumerism, where the boundary between shopping and browsing has blurred. It argues that an overabundance of digital options and targeted advertising makes the act of shopping feel like a constant, draining chore.
Why it matters
It highlights the shifting nature of consumer behavior in the digital age and the impact of constant connectivity on mental well-being.
It’s never been more exhausting to buy stuff.
Illustration by Alisa Gao / The Atlantic. Source: Tsurukamedesign / Getty. August 11, 2026, 5:17 PM ET Share Save For several months, I had been on the hunt for new T-shirts. I vaguely had a vision of what they should look like: not so different from my current T-shirts, except in some way elevated and, more urgent, free of stains or holes. Perhaps they could come in interesting colors? Ideally, they would not be made in sweatshops. There were many, many shirts that seemed to meet these criteria—and with a few clicks, they could be delivered to my doorstep, maybe even by tomorrow. And still, I had purchased none of them.
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