It's no surprise that we're likely to splurge when we're feeling down, but 75 percent of women say they're shopping to treat someone else
, finds University of Hertfordshire research
. Sadness can make us crave others' support, and buying gifts for those we care about can help us feel more connected to them, explains Sheconomics
co-author Karen Pine, PhD, who conducted the study. Plus, when money is tight, it's easier to justify spending on someone other than ourselves.