The article examines behavioral patterns and economic anomalies characteristic of the luxury goods market. A theoretical analysis of classical economic theories and contemporary studies in behavioral economics concerning the rationality of luxury consumption is conducted. It is argued that rationality in luxury consumption has a specific nature: decisions that appear irrational from a utilitarian perspective prove to be rational within the framework of social and psychological logic. Structured expert interviews were conducted with respondents working in the luxury goods sales sector. The study identified the motives for respondents’ employment in luxury retail; the motives behind consumers’ purchases of luxury goods and services; the social profile of the buyer; the percentage of purchases made on credit (loans or installment plans); the percentage of purchases made as gifts; the frequency of impulsive purchases; and the factors influencing the luxury market. The findings indicate that decision-making in the luxury goods market is shaped by a combination of factors: individual and psychological (emotional reward, pleasure derived from both the product and the purchasing process itself (hedonic motivation), self-expression and an internal narrative of success, aesthetic motivation); socio-communicative (status signaling, belonging to a reference group, snobbery, social competition, reciprocity); and functional and investment-related (quality and durability, investment value, practicality, and technological sophistication). It is concluded that consumer decision-making in the luxury market rarely reduces to purely rational considerations from the perspective of classical economic theory; rather, it is influenced by a complex and multidimensional set of factors.