Central to retail therapy is the notion that stress can be eased by simple browsing, which produces immediate and positive psychological effects through shopping. In the Philippines, retailers are slowly adopting omnichannel strategies as a response to the fundamental shift to online retailing. However, during the pandemic, shoppers resorted to retail therapy to appease emotions and senses. This might explain how the Filipino deserve ko ‘to (I deserve this) mindset can be a form of self-gifting that may relate to retail therapy.

• Marlo Novino(Mindanao State University-Iligan Institute of Technology, Philippines)
• Joliber Caminong(Dr. Yanga’s Colleges, Inc., Philippines)
• Rosalinda Andres(Dr. Yanga’s Colleges, Inc., Philippines)