The phrase "Deserve ko ni" has become a familiar refrain for many Filipinos, often whispered late at night while checking out items that were never really needed. What starts as a simple reward or treat for oneself can quickly spiral into a habitual response to stress, boredom, or emotional fatigue.
The Normalization of Overspending
Online shopping platforms present an effortless and relatable experience. Clicking "Add to cart," making impulsive purchases, and joking about being broke have made overspending feel normal. There is always a reason to buy: stress, hard work, or even self-healing. But when buying stops being a reward and becomes a response, the line between treating oneself and falling into a trap blurs.
The Cycle of Guilt
Many shoppers experience a brief thrill when their packages arrive, but the excitement fades quickly. What lingers is the quiet guilt and the nagging question: "Did I really need this?" The satisfaction is fleeting, yet the cycle repeats because everyone else seems to be doing it too.
Research Confirms the Trend
Studies on online shopping behavior in Toledo, Cebu reveal that impulsive buying is not occasional but frequent across platforms like TikTok Shop, Shopee, and Lazada (Cabansag et al., 2025). Another study on social media consumption shows that content such as "budol finds" and shopping videos directly influence young people's purchasing decisions, even when they believe they are just casually scrolling.
The Danger of Normalization
The real danger lies not in the spending itself, but in how easily impulsivity is normalized. "Wala na sad koy kwarta" becomes a joke instead of a warning. Discipline feels like deprivation, and the aftermath reveals a hollow reality: items lose their specialness, money disappears faster than it is earned, and silence follows the hype.
The Budol culture reflects a desire to feel good in an exhausting world. But what we call a reward is often just an automatic reaction to stress, boredom, or emotional fatigue. It becomes a problem when spending replaces genuine coping mechanisms and when "deserve ko ni" is no longer questioned.
Not everything we "dasurb" should cost us our stability. Sometimes, what we truly deserve cannot be added to a cart.
