+1 to this. OP it sounds like the best investment your friend could make in herself/her image is a great course of therapy that gets to the root of this & gives her more useful/kind thoughts to practice to avoid that damaging cyclical thinking. It definitely feels beyond the realms of normal trouble shooting you do for friends when life strikes, this feels like a deep settled root that needs proper therapy to fix.You can encourage her to seek professional help if her shopping habits are causing her distress and help her explore healthier coping mechanisms or hobbies that don't involve spending money but ultimately, it's up to her to recognize and address her own behaviour.