Puisa Kotha Hunibo ? ‘It’s only 299’ moments

You wake up, check your phone. Someone from college is in Bali. A guy you follow just bought a new bike. Your favourite creator is unboxing something you didn’t even know existed, but now suddenly need.

And without realising it, you’re already thinking about your next purchase.
One of the biggest influences is comparison. When you constantly see others travelling, upgrading gadgets, or living a certain lifestyle, it creates a pressure to keep up. Even if you were content before, social media can make your life feel “not enough.”

And this is where the urge to spend really begins. Nobody sits down and thinks “I’m going to let Instagram decide how I spend this month.” It just happens. For us, the generation that grew up online, this is the blind spot we haven’t dealt with yet. The everyday leak, that impulse Amazon cart, the “it’s only 299” moments, that Nykaa 1+1 sale, that’s where most of us are actually losing money. Consistently.

And then there’s the algorithm. You search for something once, and it keeps coming back, ads, recommendations, “limited-time” offers. And with one click, you can buy. No second thought. That’s just what these social media platforms are designed to do.

The impact is not always obvious. Small, frequent purchases add up. Subscriptions, online shopping, and lifestyle upgrades can slowly increase your monthly spending without you realising it. There’s no big dramatic solution here. Honestly, just noticing it is already half the work.

So how do you stay in control? Start by being aware. Not everything you see online reflects reality. Many posts are curated, edited, or sponsored.

A simple rule: Wait before you buy. Giving yourself even 24 hours can reduce impulse decisions. Social media is a powerful tool, but it should not control your financial choices. When you spend consciously and focus on your own needs, you stay in charge of your money instead of letting trends decide for you.

The original published column can be found at : It's only 299 moments