People stood in long lines all night just to buy a phone that costs more than one lakh. Looking at that, the real question is, are we really buying things we need, or are we just running after hype?

The craze doesn’t end there. Online sales from Amazon and Flipkart make it even worse. With “only 2 left” alerts, one-click checkout, and tempting no-cost EMIs, shopping feels less like a choice and more like a push. It’s not shopping anymore, it’s a trick to make us spend more and more.

But the truth is worrying. RBI numbers show that household debt in India has jumped from 32% of GDP in 2013 to 49% in 2025. For many salaried people, one-third of their income goes into EMIs, before even paying rent, buying food, or saving anything.

Social media adds fuel. Every time we scroll, we see influencers showing off new cars, bags, or gadgets. Slowly, things we didn’t even know about start feeling like “must-haves.”

The biggest trap is no-cost EMIs. They look simple: “pay in parts, no extra charge.” But nothing is free. Many times, hidden charges or lost discounts mean you still pay more.

EMIs are not evil. They can help if you’re buying something important and you have a repayment plan. But the danger begins when EMIs turn into a way to feed impulse buying, or worse, when we use them to keep up with others.

At that point, the cost is no longer just money. The real price is our freedom, our peace of mind, and our ability to say “no.” Because once you’re caught in the loop of endless EMIs, it’s not you buying the product anymore; it’s the product owning you.