A huge thank you to reader KT for sending me to this podcast.
How much of your life will you spend shopping? After listening to “Men are from Sears: Women are from Bloomingdale’s” on CBC Radio’s Under the Influence I’m even more determined to keep myself out of both online and brick and mortar shops. I learned that women spend an average of 8 years of their life shopping.
I’ve heard these kind of statistics before about everything from sitting on the toilet to driving. They all bummed me out. Who wants their life to be boiled down into years doing one usually not so enlightening task?
This one is a bit different. I can change that number. But it won’t be easy.
It seems biology and the mighty retailer are conspiring against me. Not only is my brain wired to want to shop more than a man’s but every store knows this. So when I walk into Sephora, or even Home Depot, everything from the store displays to the way the sales clerk talks to me is meant to make me buy, buy, buy.
A few fascinating tidbits from this podcast:
For men shopping is a mission. They are task oriented, twice as likely to be last minute shoppers and will pay an average of 10% more for an item.
Women scan and gaze while they shop. They have better peripheral vision, they meander and need more detail about an item to make a purchase than a man does. They look at things they didn’t intend to buy.
Shopping ‘fever’ starts young. 81% of girls age 16-19 find shopping an enjoyable day out compared to 45% of boys.
Women will make 301 shopping trips in a year equivalent to 400 hours. Ninety trips will be for things to better their appearance, 30 for clothes, 15 for shoes, 18 for accessories, 27 for toiletries and 51 trips for window shopping. Window shopping trips for men in a year: 0.
For 30% women shopping is an activity to cheer them up.
Listen to the podcast for more on selling strategies and how one retailer redesigned their parking lot for a female driver’s ease of parking.