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Why do women like to shop?
In my lifetime, I've sat through countless seminars (and so have you) that promised to tell me what women really want. Invariably, in each of the wrapup segments, one of the big reveals is that women want to shop.
To which, in the spirit of Yogi Berra, I am thinking, déjà vu - all over again.
Until last week, I was far less clear on something more important - why women like to shop.
But now, thanks to a recently published study conducted for Ebates.com by TNS Global, I know why: Shopping improves their mood. According to the findings of what is called the Ebates Retail Therapy survey, more than half - 51.8% to be exact - of Americans say they shop and spend money as a means of improving their mood.
Not surprisingly, the majority of that number - 63.9% - are women.
Further, 39.2% of those women said that shopping, a.k.a. retail therapy, improves their mood. Only 20.6% of the men felt that same way.
The survey also found specific shopping triggers. Almost 19% of those surveyed said they engage in retail therapy after a lousy day at work. Close to 15% shop after receiving bad news and another 13% said they shop/engage in retail therapy after a fight with a significant other.
The survey also underscored the importance of a compelling deal. Getting a deal made more than 80% of those surveyed feel best when indulging in retail therapy.
Retail rewards were not too far behind, mentioned as a plus by more than 60%. Specific mentions included cash-back rewards and gift cards.
To me, a real eye-opener was that more than 66% of those surveyed said that online shopping provides better retail therapy than in-store shopping because shoppers don't have to leave home, believe online shopping is more convenient, can choose from a wider assortment of goods and don't have to lug their purchases home.
Sounds like retailers need a doctor in the house. What do you think?