My friend splurged on a $3,000 espresso machine. Why? Not because he loves coffee—he’s a gas station brew kind of guy. It’s all about fitting in with his startup buddies. Suddenly, his Keurig felt out of place. Now he nervously makes his morning cappuccino, burns the milk, and still ends up at Starbucks. It’s amusing how we think buying fancy things brings us closer to who we want to be.
A lot of us engage in what experts call “aspirational consumption.” It’s the idea that we buy items that we believe show we belong to a certain group. We’ve all been there! My apartment is filled with hints of who I hoped to become but never did.
1. The Fancy Car Lease
Leasing a base model BMW feels like a status climb. It costs less than a loaded Toyota, but that badge makes a statement. I had a friend who loved mentioning her “BMW.” In reality, it had manual seats and no heated steering wheel. But while driving it? She felt fabulous. The wealthy folks in their old Subaru didn’t bat an eye, but for her, it was all about the feeling.
2. The Canada Goose Jacket
In sunny Los Angeles, someone might wear a $1,500 parka. Do they really need it? Not at all. But it looks great for Instagram. Meanwhile, true cold-weather folks wear brands you’d need to look up, bragging or not. You bought your credibility at Nordstrom, and that’s what matters.
3. The Wine Fridge
You might not drink much wine, but a 12-bottle wine fridge sits on your counter. It makes you feel classy, even if it only holds a few bottles of cheap wine. I know, I had one once, and it was more about image than necessity.
4. The Dusty Peloton
You get a Peloton to transform your home workout routine. After two weeks, it’s a hanger for your jackets. Monthly fees keep coming out of your account because cancelling feels like defeat. We all know someone with that story—I lasted three months.
5. The Hermès Bracelet
You wear a leather bracelet from Hermès. It costs a month’s rent, but it feels like a badge of honor. It’s often more about the status than the practical use. You remind yourself of its cost every day to avoid buyer’s remorse.
6. The Business Class Flight
Paying extra for business class on a short flight seems silly. You snap countless photos of your lounge and seat, feeling a little too fancy. Meanwhile, the seasoned flyers in economy don’t even notice.
7. The Unused Espresso Cups
You may have beautiful Italian espresso cups displayed, but you rarely use them. They sit pretty in your kitchen, waiting for the perfect moment that never comes. I did the same; they’re still just decoration.
8. The Overpriced Blender
That $600 Vitamix sits on your counter, taking up space. You’ve made a few smoothies, but mostly it looks impressive. When you finally blend something, it feels like a win, even if it’s rare.
9. The Lavish Bathroom Upgrade
You dive into luxury bathrooms—heated seats, Bluetooth speakers, and custom settings. Your friends might raise eyebrows, but it’s all about feeling fancy, even in the bathroom.
10. The Collection of Watches
Suddenly, you’re all about watches. You’ve got three that look impressive but aren’t that practical. They sit in a case, gathering dust, while the real watch lovers wear simple, functional pieces.
Final Thoughts
What I’ve learned is this: we all engage in aspirational buying, just on different scales. Whether it’s a pricey espresso machine or a rent-worthy bracelet, these purchases reflect our desire to connect with a version of ourselves we admire. It’s a human experience.
The joy in my friend’s complicated coffee journey? He loves that machine. It makes him happy, and maybe that’s what really counts. After all, who doesn’t want to feel a little closer to where they want to be?
For further reading on consumer psychology, check out this study on aspirational consumption.
