Socialbites.ca spoke with H&M customers who arrived for the store opening this morning. People queued for different reasons at store closures. For example, Yevgeny Erin and his girlfriend Anastasia were back for the second day in a row, hoping to find the right sizes as H&M prepared to open on August 1.
“Nastya and I are fans of H&M because they carry a regular size range that includes plus sizes like XL and XXL. Many mass retailers skip these options. The quality is solid, and the basic stylish pieces are available in plus sizes. Today we bought underwear and a T-shirt for a girl, plus some accessories. We actually purchased more than we expected, though not with the last money,” they said.
They added that they want comfortable clothing without standing in long lines, especially since they live nearby and both work remotely. The line did get long again today, though.
When they finally left, ten people were admitted inside at a time due to high demand. One shopper took a bag from another person, and the moment felt chaotic. The experience, Yevgeny noted, left them exhausted by the end of the day.
Elizaveta Kurina also had her own reason for joining the queue on her birthday this morning, receiving a 10,000 ruble store certificate along the way.
“I had urged friends to give this certificate for a while. As soon as I received it, the stores announced closures. I decided to make a run at the brand while it was open again. Don’t waste it,” Elizaveta explained.
The illusion of scarcity and the urge to buy more
Natalya Nikolaeva visited an IKEA store that had closed twice recently, but she did not queue for H&M. She felt a sense of urgency due to perceived inadequacy in stock.
“We planned a kitchen upgrade to spread costs over time. We wanted one set first, then the table, shelves, and chairs from the same range. We ended up with the headset, but the chair for the set was missing,” Natalya explained.
Her 15-year-old daughter pressured for a few more trinkets and home accents, though they settled on essential items.
Maria Kotina, who did not visit H&M today but planned a future trip, cited easy panic and the sense of limited availability as her reason. She recalled a spring moment when fear of a crisis led to stockpiling, including bringing buckwheat to her mother. Part of her worries everything will be fine, while another part wants to grab what might vanish. The tension is real, she admitted.
Shopper sentiment often blends concern over shortages with the desire to secure a bargain before a potential price drop ends.
Some shoppers may also feel a mix of emotion and impulse when in crowded stores, leading to additional purchases in a single visit. Experts note that crowd psychology and perceived missed opportunities can push people to buy more than they planned. In some cases, this pattern can amplify stress and even lead to regret later on.
Those who feel overwhelmed in the moment are advised to pause and reassess. Keeping purchases within a preplanned list and budget is a practical safeguard. If someone loses control while shopping, stepping away helps the body reset. Hydration and a calmer environment can reduce racing thoughts and lower heart rate.
Experts suggest visualizing a worst-case scenario before shopping to understand the emotional impact of overspending. If the urge persists, leaving the store and giving the mind a chance to settle is wise. A cooling-off technique involves slowly counting to ten or more in intervals to regain mental clarity. This approach helps determine what is truly needed and prevents unnecessary purchases.
If self-control remains elusive, seeking professional guidance from a psychologist or psychotherapist is recommended based on the level of difficulty. This support can help prevent ongoing stress and shopping-related anxiety.