Delayed gratification is of course and without any doubt the best of the options, it helps us to set goals and be able to achieve them.
But that aside, of course shopping was made for us who need to lose ourselves in something other than routine problems.
So while delayed gratification works very well, instant gratification is always necessary for everyone.
Absolutely, its like having sugar cravings and eating a toffee to nip it in the bud rather than wait for hours and give in to have a sundae. Sometimes, a little bit of gratification goes a long way.