“Money can’t buy happiness”—this phrase is familiar to everyone. Whether it’s 100% true or not is up to you to decide—it’s a philosophical question, after all, and each of us may answer it differently. But one thing is certain: money can make us a little happier. If we know how to spend it.
Research and the scientists who conduct it confirm that not all purchases are equally beneficial for your mood. We’ll tell you which purchases bring true and lasting happiness, ones you’ll savor and remember weeks, months, and sometimes even years later.
1. Live music is a feast for the soul and brain
A concert (especially a favorite artist you’ve long dreamed of seeing live) isn’t just entertainment; it’s a powerful, emotional experience. When we sing or listen to music live, the brain releases oxytocin and endorphins—the hormones that promote joy, love, and connection.
Such activities envelop us in a feeling of “collective arousal,” as described by sociologist Émile Durkheim—a powerful sense of oneness with others. Scientific research shows that such experiences reduce stress and anxiety and trigger empathy and trust.
2. New experiences are invaluable fuel
Our insatiable brain is constantly seeking out something new and intriguing, as novelty stimulates it to produce dopamine, the pleasure hormone. For this same reason, time flows differently when traveling, and everything feels different on a trip than at home . Drinking coffee on the sidewalk of an unfamiliar city feels more enjoyable, reading a book on a sunny beach feels easier, and your energy and strength seem inexhaustible…
But you don’t have to travel to faraway places to experience all this: even a visit to a new market, a call to an old friend, or a bold experiment with your appearance will give you a feeling of inspiring freshness. Scientists call this “time abundance,” because it makes life more fulfilling and vibrant.
3. Time-saving purchases are the best gifts
We often spend money on things that are quickly forgotten or don’t make a lasting impression on our memory. But it’s far more valuable to invest in what gives us our most precious commodity—time. Ordering takeout, getting help around the house, or subscribing to services that take the stress out of everyday life aren’t luxuries, but rather a way to care for your mental health.
Research confirms that such spending reduces stress more than buying a beautiful set of dishes or new tires for your car. And no, this isn’t a life hack for lazy people, but for wise people who, instead of cooking dinner or mopping the floors, spend precious moments with loved ones. And then they happily replay these moments in their minds, filling themselves with pleasant sensations once again.
4. Investing in relationships is the main source of happiness
Humans, as we know, are social creatures, so strong connections are more important to us than money, status, cars, gadgets, and all manner of material goods. A study conducted by Harvard University researchers (which, by the way, lasted over 80 years) showed that truly close, harmonious relationships are a surefire companion to the happiness we all strive for.
A dinner with friends, a trip to visit family, or a trip to the theater with your significant other aren’t just mundane expenses, but investments in your “emotional retirement account.” These investments pay dividends for years to come, maintaining a sense of love and belonging.
5. Generosity is warmth that comes back
Yes, spending money on other people’s pleasures activates special pleasure areas in the brain. We’re talking about the so-called “helper’s high”—the feeling of happiness that comes after performing kind acts. For example, when we give a sweet trinket to our best friend for their birthday, shower our mother with flowers for no apparent reason, or donate money to charity.
All of this brings inner satisfaction, more intense than we might experience if these trinkets and flowers ended up in our hands while the money remained in our wallet. So, the next time you want to do something nice for a friend, colleague, or passerby on the street, don’t hold back.
6. Small joys are a constant source of pleasure
Speaking of seemingly insignificant surprises: you can and should give them to yourself, too. Want to stop by a cozy coffee shop for your favorite drink before work? Go ahead! Still can’t get yourself some beautiful, high-quality bedding because you’re trying to save money? Treat yourself, you deserve it! Are you itching to pick up a beautiful hardback book, even though you have a more modest alternative? A couple hundred rubles won’t make much of a difference to your finances, but it will definitely improve your mood.
Small expenses can bring us much more happiness than buying a phone, computer, or car, so it’s important to treat yourself every now and then. Within reason, of course.
7. The joy of anticipation is a lasting joy
Planning a vacation on a paradise island, buying tickets to a concert of your favorite artist, or organizing a get-together with a close friend is already a source of joy.
Scientists distinguish three stages of happiness: anticipation, the moment itself, and memories of it. Therefore, to indulge yourself, you can book and pay in advance for plane tickets, a concert, or a hotel stay in the city where you plan to meet a long-awaited friend. Then, for several weeks or months, think about that moment, imagining how joyful and comfortable you will be in those very moments… That’s what happiness can be—lasting and meaningful.
Happiness isn’t just an emotion that comes and goes. It’s the result of conscious investments in experiences, relationships, and self-care. Don’t be afraid to invest in the things and emotions that truly fill you with joy.
