A quote that caught my eye recently was “Shopping is cheaper than a psychiatrist”.
Apart from the obvious response that “it depends where you shop”, I started to think about why is shopping so often seen as a therapeutic exercise. And when does shopping become a chore? What are the factors that determine whether it is closer to pain or pleasure?
Right upfront, I will mention gender. It’s not as simple as women love it and men hate it; how could the world’s population be generalised into 2 categories? However, I have heard the general comment that men like to be ‘SAS shoppers’ – on a mission, in and out of the store briskly, having achieved their goal, implying that women generally are the opposite. Interestingly I also read some research which said that the opposite is true during online shopping with men (generally) more inclined to meander from site to site or feature to feature.
There was a phase where department stores had Customer Service or Loyalty lounges created with the perception that inconvenienced men would be parked like some sort of adults kids club whilst the serious act of shopping ensued. This never really caught on but has perhaps morphed into Personal Shopping areas where the shopping experienced is enhanced.
Moving into slightly less contentious territory, does it depend on the product category you are shopping? Shopping for potatoes is always going to be duller than shopping for jewellery or fragrance. But where is the line where shopping starts to be more of a chore?
Then there is the social angle. Shopping trips can be very exciting events, giving a chance to meet friends or family, to catch up on news and get support and insight in purchase decisions. Perhaps it is this which makes the act of shopping so enjoyable?
More questions than answers I’m afraid, but one final question: if it is so uplifting then why are we so obsessed currently with convenience? Many convenience initiatives in vogue at present seem to be aimed at foreshortening the experience and transaction.