Using four datasets of individuals’ digital payment and mutual fund investment records from a dominating fintech platform, we observe a robust U-shaped relation between individuals’ consumption and their financial wealth shocks. Contrary to the prediction of the wealth effect, individuals increase their consumption shortly after experiencing large positive and negative wealth shocks. The unexpected increase in consumption following negative wealth shocks is particularly pronounced among consumption categories with a “hedonic” nature, such as entertainment-related items. We show that this effect, termed “financial retail therapy,” is consistent with a dynamic model of Prospect Theory and evidence from a controlled laboratory experiment.