In August 2026, when financial literacy became an essential survival skill in the economy, millions of people still face a paradox: a created budget simply doesn't work. People spend more than they planned, even with a clear financial plan in place. Taras Kozak, founder and president of the investment group UNIVER, revealed in an exclusive interview with RBC-Ukraine the mechanisms that make us violate our own financial rules.
Emotional breakdown at the checkout: the trap of impulse buying
One of the main causes of overspending is the influence of emotions, which intensifies at the moment of purchase. According to the expert, sellers and marketers have long learned to use buyer psychology, especially in the checkout zones of supermarkets. A person may come to the store with a clear list, planning to buy only necessary products, but while waiting in line at the register, their attention is drawn to "small things" — gum, a chocolate bar, or a new gadget.
At this moment, the mechanism of instant desire kicks in, and an unnecessary item suddenly becomes "necessary." Kozak emphasizes that it is precisely at such moments that the budget fails, as the decision is made not by the rational mind, but by emotions.
The effect of "small" expenses and the illusion of savings on sales
A significant portion of overspending is formed not by large purchases, but by the sum of many small expenses. Costs of 20, 30, or 50 hryvnias seem insignificant at the moment of payment, but when calculated over a month, they turn into a substantial sum. The expert advises using apps from major retail chains to analyze receipts and categorize expenses to see the real picture of "leaking" money.
Separately, it is worth mentioning the influence of discounts and promotions. Taras Kozak calls this a "false indicator of savings." When an item, for example, sneakers, is sold at a 50% discount, the brain perceives this as a benefit. However, if the item is not needed, buying it even at a reduced price is not saving, but spending money on something unnecessary. Promotions like "buy two, get one free" also manipulate consciousness, forcing people to buy extra just for the sake of a supposedly free item.
The credit trap: why cashless payment is dangerous
Paying by card and having credit limits create a false sense of financial freedom for a person. The grace period on credit cards gives the illusion that there is more money than there actually is. If a person does not possess high financial discipline, they easily exceed the grace period, and then interest rates begin to "torment" the budget.
Furthermore, regular use of credit limits undermines the financial safety net. In the event of a crisis or unforeseen circumstances, a person discovers that their limit is already occupied and is forced to take out expensive consumer loans. Banks count on the fact that some clients will not be able to pay off the debt on time, and the interest covers the risks of lending to all others.
