Shopping online also feels good. Humans get a dopamine hit from buying stuff, according to research by Ann-Christine Duhaime, a professor of neurosurgery at Harvard Medical School. “As a general rule, your brain tweaks you to want more, more, more—indeed, more than those around you—both of ‘stuff’ and of stimulation and novelty —because that helped you survive in the distant past of brain evolution,” Duhaime wrote in a Harvard Business Review essay last year. Online shopping allows us to get that dopamine hit, and then also experience delayed gratification when the order arrives a few days later, which may make it more physiologically rewarding than shopping in stores.

How Online Shopping Makes Suckers of Us All

Sites like Amazon have made it especially easy to shop. In 1999, the Seattle retailer patented a one-click buying process, which allows customers to purchase something without entering their shipping address or credit-card info. It launched its Prime program in 2005, and now more than 100 million people have signed on to pay $119 a year for “free” two-day shipping. As a result, most other major retailers offer free shipping, too. Returning stuff is a little more difficult—shoppers usually have to print a label and then go to the post office or a UPS or FedEx site to return packages. Many wait too long, or decide the hassle isn’t worth it because the stuff was cheap anyway. A recent NPR/Marist poll found that nine in 10 consumers rarely or never return stuff they’ve bought online.

Justine Montoya, a caregiver in Los Angeles, buys all sorts of stuff online—baby formula, clothes, household goods. She estimates that she shops online twice a week. “It’s just so easy—you click a button, and it’s on its way,” she told me.

In the past few months alone, I bought an $18 smart watch from wish.com that I will probably never use, a second Kindle because it was on sale and I am worried my first Kindle is going to die soon, an electric space heater I no longer need, and a pair of wireless earbuds that I had hoped would allow me to charge my iPhone and listen to music at the same time, but that instead just fall out of my ears whenever I put them on. I also bought, on Amazon, a (used) book about hiking in the Sierras for $1.99, only to find the exact same book in a box of my stuff in my parents’ basement. I didn’t return any of it.

In 2017, Americans spent $240 billion—twice as much as they’d spent in 2002—on goods like jewelry, watches, books, luggage, and telephones and related communication equipment, according to the Bureau of Economic Analysis, which adjusted those numbers for inflation. Over that time, the population grew just 13 percent. Spending on personal care products also doubled over that time period. Americans spent, on average, $971.87 on clothes last year, buying nearly 66 garments, according to the American Apparel and Footwear Association. That’s 20 percent more money than they spent in 2000. The average American bought 7.4 pairs of shoes last year, up from 6.6 pairs in 2000.