After small and large entrepreneurs have put their stuff in the Black Friday sale for days on end, today is Non-Shop Day.

On that day there are calls in several countries not to buy anything at all, in protest against Western consumer culture.

Yet figures show that we are going to buy more and more.

Between 1995 and 2019, consumer spending, corrected for inflation, increased by more than 44 percent.

This is evident from figures that NU.nl requested from the Central Bureau of Statistics (CBS).

We have started to spend a lot more on things like clothing and items for the home.

In that category, expenditure has risen by over 60 percent in almost 25 years.

We also spend more money on services such as catering and housing.

Spending in that category rose by more than 57 percent, the figures show.

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Consumer psychologist Patrick Wessels thinks that we spend so much more on clothing and home items because our way of shopping has changed significantly over the past quarter century.

"Twenty years ago you went to the stores because you needed something. So you went shopping very focused: you only bought that one thing and then went home again."

That is now very different, he sees.

"Because of the corona crisis, everything is slightly different, but apart from that you see that shopping is now an outing. You meet with a group of friends to go to the city and then want to have a nice day. In that mode you buy whole different things than when you go to the store because your candles are gone. "

Especially many small expenses

During such a day out you buy a lot of things that you don't necessarily need, Wessels thinks.

"Like things for the house and clothes. In general it is about the somewhat smaller expenses of between 5 and 10 euros, or a little more, if you have more to spend. In any case, these are things that do not take long. thinking."

And why is it that we are massively bargain hunting due to Black Friday?

According to Wessels, it is very difficult for your brain to resist offers.

"If a product normally costs 75 euros and has been reduced to 45 euros, your brain thinks you earn 30 euros."

In addition, you become afraid of missing out on the offer, if the product costs 75 euros later, it feels like you have to hand in that 30 euros again.

'Don't go shopping'

This creates a sense of urgency, which makes you more inclined to sell the product.

And according to Wessels, there is only one good way to prevent this urge to buy: "Don't go shopping."

If you do have to go out or shop on the internet, Wessels advises making a list in advance.

This makes it easier to only spend money on things you actually need.

"But if you easily spend a lot of money, make sure you don't come across any offers."