Scientists discover Christmas shopping is as stressful as running a MARATHON
Shoppers are said to hit a "wall of disenchantment" after 32 minutes, with fear and stress kicking in
SCIENTISTS have warned that Christmas shopping has the same effect on the body as running a MARATHON.
The new study looked to analyse the "emotional intensity" of festive shopping as we buy gifts for our loved ones.
Researchers carried out a biometric study on 100 people to analyse the impact of shopping on both the mind and body, discovering that Christmas shopping can be as pressurised as running a marathon.
Some participants saw a heart rate increase of 33%, alongside skin temperatures and blood volume pulses soaring while they shopped.
The tests were carried out on shoppers who were looking for gifts both online and offline.
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Scientists also found that it took just 32 minutes on average for shoppers to hit the "wall of disenchantment", when excitement about buying special gifts for friends and family is replaced by worry and stress.
At times 88% of shoppers taking part in the study saw their heart rates going to at least 100 beats-per-minute, a condition doctors refer to as tachycardia.
This can typically bring about chest pain, breathlessness, and light-headedness.
The study, which was commissioned by eBay, recommended that to avoid stress and ill health shoppers should do their festive gift buying in short bursts - perhaps during a commute home after work.
It also says that exhaustive planning over Christmas only makes the hectic period more stressful.
Retail Director at eBay, Rhian Bartlett, said: ";The study shows that short bursts of shopping can make you less stressed and potentially more thoughtful in your buying habits this Christmas.
"Bite size browsing, such as taking 10 minutes to shop via mobile on commute or purchasing single items during a lunch break can decrease stress and promote more mindful shopping."
eBay is launching a "do good, feel good" shop in time for Giving Tuesday on 29th November. It described this store as "an innovative space where visitors can unwrap what it means to give thoughtfully".