An article published last month in The New York Times made clear something that I’d been noticing on the low for a little while now: folks are starting to spend their hard earned money on things you would think you would shy away from in a bad economy. According to the Times, that includes everything from purses and perfume to cosmetics, cheesecake and yes, alcohol. Why are we doing these things? Well, to stay sane, that’s why.

In the article, which is a must read by the way, the authors point out that yes, women are spending more money on treating themselves, but no, it doesn’t mean the economy is magically getting better. In actuality, people aren’t even throwing out lavish amounts of money on the small things they want. Rather, they’re still being price-conscious, but taking a break on only buying goods for the household (vacuums, bleach, diapers, etc.). On top of that, women are purchasing more accessories like watches, shoes and handbags that they feel can re-energize old outfits and help save money in the long run. As a chief executive of Kohls told the Times: “The psychology of the customer is you can — I hate to sound too esoteric here — but you can improve your outfit or dress up your outfit without buying a new outfit by buying a new handbag. It makes people feel better.”

I know I’m not the only person that has found themselves in a Nordstrom Rack or shoe store saying, “I think I’m going to treat myself!” Whether it be after a really bad day when I need retail therapy, or after a really good day when I wowed myself and feel a reward is necessary, if it’s a good price, nowadays, I’ll go for it. According to Caroline Adams Miller, a well-known psychologist that is an expert in the field of “Positive Psychology,” there is a science behind all of it. The science of happiness.

“We need three good things to one bad thing in our lives everyday,” Miller says. “People have basically gotten tired of tightening their belts. Their is a self-regulatory muscle that gives them will power and people can only exercise this for so long. But I think at a certain point, you need to not delay gratification.”