Nearly three in four Americans admit to lying about their spending, and the person they deceive most often isn't a partner or parent, but themselves. From calling splurges 'investments' to downplaying price tags, new research from TopCashback reveals how emotional spending fuels money fibs and financial guilt.

ROCHELLE PARK, N.J., Aug. 30, 2025 /PRNewswire-PRWeb/ -- A new survey conducted by TopCashback reveals that nearly three in four Americans (73%) have lied about a purchase. From hiding the real price to calling a splurge an "investment," the person they deceive most often isn't a partner or parent — it's themselves.

According to the study, which was conducted via Prolific and surveyed 2,000 U.S. consumers, emotional spending has become a coping mechanism. Nearly half (45%) admitted lying about the cost of a "feel-better" purchase, and 47% said they overspend most often on tech, followed by dining out (45%) and fashion (35%). Popular justifications for their purchases included "I'll use it often" or "It was on sale," even when it wasn't.

"There's a big difference between being smart with money and feeling ashamed of it," said Destiny Chatman, consumer expert at TopCashback. "People often spend to feel better, then hide the cost because of guilt, judgment or the need to maintain control. That emotional loop creates a cycle that's hard to break."

The survey also reveals that 40% of respondents have labeled a purchase an "investment" to justify the expense, especially when buying tech, wellness products or designer items. Meanwhile, 63% said they rationalize a high price tag by convincing themselves they're saving money long-term.

Still, there's hope for healthier habits. More than three in four people (77%) said cash back makes them feel less guilty about splurges, and 67% believe rewards programs help curb the urge to lie about spending.

"People want to feel good about how they spend, even when the purchases are indulgent," said Chatman. That's why tools that give something back, like cash back or rewards, aren't just perks—they help shoppers balance emotional needs with financial wellness.

The full survey results are available here. For journalists looking for a deeper dive, the full press-ready news copy is available upon request. Media are also welcome to reach out for additional unpublished data, tailored commentary or to arrange an interview.

About TopCashback.com

TopCashback.com (TopCashback) is the USA's most generous cash back website. At the core of its business, TopCashback values fairness and honesty, guaranteeing the highest cash back rates at over 7,000 stores nationwide. Founded in the USA in 2011, TopCashback is the only free cash back site in the nation that gives 100% of the commission received from retailers back to members who purchased through its site. As a result, members can earn an average of $450 cash back each year with no minimum cash out requirements and over 25 payment options, including PayPal, direct deposit and gift cards. With over five million members since its inception, TopCashback also provides a large selection of coupons, ranging from money-off discounts to free shipping, to use in conjunction with earning cash back.

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Media Contact

Destiny Chatman, TopCashback, 1 9737443778, destiny.chatman@topcashback.com, https://www.topcashback.com/home/

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SOURCE TopCashback