The thrill of buying a new item of clothing fades after just four years

A study of 2,000 adults revealed 47 per cent enjoy shopping for brand new clothing – but the post-shopping glow doesn’t last long.

For 22 per cent, the excitement of the item’s ‘newness’ is fleeting, while 17 per cent start to develop doubts over whether they actually like their purchase once their shopping high subsides.

From there, the joy of purchasing new clothes – something those polled do five times a month on average – quickly turns to guilt for 56 per cent.

And as the cost-of-living crisis continues to bite, three quarters look for bigger savings when shopping for clothes.

Garments needn’t be brand new for cash-strapped Brits to get their retail therapy glow though, as more than half believe it just needs to be new to them.

Cognitive psychologist, Dr Carolyn Mair, who has partnered with UK charity Oxfam, which commissioned the research ahead of its Second Hand September campaign, said: “Our brains are stimulated by novelty, but we become accustomed to new things quickly.

“Over a relatively short period of time, what was once new and exciting, no longer appeals to us.

“One reason for this is the release of dopamine which motivates us to seek a positive outcome when we experience novelty.

“This helps us to escape from a new threat or boost a new potentially pleasurable experience.

“But once we have achieved the positive outcome, dopamine levels drop and so we are motivated to look for a new source of excitement.

“In the context of clothing, the release of dopamine motivates us to seek excitement by buying a new item to replace the items that we have become used to.

“Fortunately, we can achieve a positive outcome – by giving our clothes meaning, buying what we know we will love for a long time, caring for our clothing once we have