Sunday Postcards: The Emotional Core of a Splurge

We’re not buying what it is. We’re buying what it means.

Happy Sunday, homies!

That time of the week where I slide into your inbox with all things brand, marketing, CX—or whatever shiny thought is keeping me up these days.

This week, it’s splurge spending.

I spent the last couple of days in Los Angeles, tackling a mix of things. A little work (podcast recordings for Above The Fold—2025 is going to be 🔥) and a little fun (dinner with some incredible people from my Exposure Therapy community). Oh, and obviously… I went to Erewhon ;)

Erewhon, where I love doing store walks and checking out all the products, while simultaneously buying myself WAY too many treats and spending WAY too much.

Listen, if you’ve been to Erewhon, you already know. It’s not just a grocery store—it’s a moment. You walk in thinking, Why does a smoothie cost $20? Then you sip it and start to wonder if you’ve been living your life all wrong up until this very second. Did I need a $15 bottle of water that promised me “cellular hydration”? Absolutely not. Did I leave the store with it anyway? You bet I did.

Why? Because it felt worth it.

Splurge spending is wild like that. It’s never really about the thing—it’s about the feeling. The story. The transformation. And walking through those perfectly curated aisles had me thinking about how to bring that same energy to Sweet Rem, my own sleep supplement coming in 2025. How do I tell its story in a way that makes people feel like it’s not just another product but a meaningful investment in themselves? Because Erewhon has proven that when you sell the feeling, the price tag becomes part of the experience.

And that’s exactly what we’re diving into today, bestie: the psychology of “splurge-worthy” marketing. What makes someone justify spending $300 on a hoodie, $5,000 on a bag, or $20 on a smoothie that tastes just slightly better than one you could make at home?

Spoiler: It’s not logic.

Splurging happens when brands tap into our emotions and tell us a story we want to believe. Whether it’s a Birkin bag or a bottle of overpriced chlorophyll water, the purchase feels less like a transaction and more like an investment in ourselves.

So let’s talk about how that magic happens—and why brands that get it right are the ones you can’t stop thinking about long after you’ve hit “add to cart.”

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The Emotional Core of a Splurge

Here’s the thing about expensive purchases: they’re rarely just about the item itself.

When someone splurges, they’re making an emotional investment. That handbag or piece of jewelry or cutting-edge gadget is a promise. A promise of identity, of transformation, of belonging.

You’re not buying a Peloton because it’s an exercise bike.

You’re buying into a lifestyle.

You’re buying the version of yourself who gets up at 6 a.m., works out with Alex Toussaint, and posts about it on Instagram.

Marketers who understand this emotional undercurrent have the power to turn a product into something irresistible. Take exclusivity, for example. The luxury world thrives on the allure of scarcity.

And even when scarcity isn’t inherent to the product, brands create it. Limited drops, waitlists, and “members-only” access all serve to heighten desire. If something feels rare, it feels special.

Why We Justify Big Spends

Splurging doesn’t stop at the purchase—it comes with a side of mental gymnastics. When people spend more than usual, they often rationalize it in ways that make the price tag feel manageable. A $400 coat might seem outrageous at first glance, but if you break it down into cost-per-use, it’s practically a steal. You’ll wear it every winter for the next five years, so really, it’s just $80 a year—or $6.67 a month. See? Practically free.

This is where the viral Girl Math trend hits the nail on the head. It’s the playful but entirely relatable way we justify splurges by framing them as smart investments. Girl Math says if you wear those $200 boots 100 times, that’s $2 per wear. If something lasts forever, it might as well be free. And honestly, it’s not wrong. This kind of reasoning lets us rationalize even the most indulgent purchases as totally logical.

@girlmathgang

According to girl math, the more you wear it, the cheaper it gets!👚#girlmath #nycbudget #imjustagirl #shopping

There’s also the “reward” mindset. Spending big often feels like a treat. Maybe it’s for surviving a tough week, hitting a milestone, or just enduring the grind of daily life. The purchase becomes less about the object itself and more about the feeling it brings.

What makes this particularly powerful is how marketers lean into these justifications. Take L’Oréal Paris’ iconic “Because you’re worth it” messaging. It’s simple but effective: the product isn’t the reward—you are. Pair that with cost-per-use logic, and suddenly a splurge feels like a responsible, even necessary, decision.

The Role of Storytelling

Here’s where splurge-worthy marketing truly shines tho: in the art of storytelling. 

You can’t just sell a product. You have to sell the idea of it. The luxury market is built on this premise.

Why is a Porsche more desirable than another car? Sure, performance plays a role, but the real hook is the story: it’s a car that symbolizes success, freedom, and sophistication.

This is why emotional resonance is so critical. Consumers don’t connect with a handbag or a car—they connect with the why behind it. A brand like Patagonia isn’t just selling jackets; it’s selling a commitment to sustainability and environmental activism. When someone buys from Patagonia, they feel like they’re part of something bigger. That emotional connection justifies the higher price tag.

The Experience of the Splurge

Did you think we were going to go down this rabbit hole without talking about brand experience? LOL NOPE.

Another overlooked element of splurge-worthy marketing is the post-purchase experience. People want their splurge to feel special, and brands that understand this create an experience that reinforces the value of the purchase.

Think about Apple. Opening an iPhone box is an event. The sleek packaging, the careful presentation—it’s all designed to make you feel like you’re getting something extraordinary. The unboxing is part of the product. The same goes for high-end hotels or restaurants. It’s not just the stay or the meal; it’s the details, the service, and the way everything feels effortless.

The lesson here? Every touchpoint matters. If you’re asking customers to spend more, the entire experience—before, during, and after the purchase—needs to feel seamless and elevated.

The Pitfalls of Splurge Marketing

Of course, not every attempt to create a splurge-worthy moment succeeds. The biggest mistake brands make? Overpromising and underdelivering. If a product doesn’t live up to its price tag, it breaks the trust that splurge marketing relies on. Luxury is about confidence—confidence in quality, in the brand, and in the purchase itself.

Luxury isn’t just about the product; it’s about how the entire transaction feels. A clunky website, slow shipping, or impersonal customer service can ruin the magic. For a splurge to feel justified, every detail needs to reinforce the idea that the purchase was worth it.

Understanding splurge-worthy marketing isn’t just for luxury brands—it’s a strategy any brand can use to connect with their audience on a deeper level. It’s about creating emotional moments that resonate, whether through a sense of exclusivity, a powerful story, or making your product feel like a self-investment.

Think about how you can apply this to your own marketing: Can you build anticipation with scarcity? Elevate the experience with premium touches? Tell a story that makes your customers feel seen and valued? Even small shifts—like reframing your product as a reward or highlighting its quality—can transform the way customers perceive it.

So, bestie, what’s the last thing you splurged on? Was it for the thrill of exclusivity, the promise of quality, or just the need to treat yourself? Whatever it was, chances are it wasn’t about logic—it was about the vibe. That’s the magic we’re talking about here.

That’s it for this week! Same time and place next week?

If this newsletter made you rethink your approach to splurge-worthy marketing, send it to a friend who loves a good treat-yourself moment! Sharing is caring (and great marketing).

Have a Marketing and/or CX-related question for me?

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👐 BONUS CONTENT 👐

This week, I sat down with Ben Segal, who has built and led customer experience teams for brands like Thesis and Freshly, to chat all things CX strategy and leadership.

If you are a visual bestie, check it out on Youtube here

and if you are an earbud bestie, listen here.

And thanks to our resident Gen Z queen, Keadan Bradley, we have a documentation of what life is like going on a work trip with me

@openlatecollective

It’s a work trip with Jess! #worktrip #jess #work #venice #LA #worklife #social #socialmedia #erewhon #femalefounders