2016 Jul 28
By Azraa Killru
When we say shopping, the mind conjures images of fancy shopping bags, long prom dresses and shoes. Grocery shopping and scouting for fixtures and fittings seem less glamorous when compared to the glitzy world of shopping – be it at malls, independent stores or even online shopping.
“Women love to shop!” is a cliché statement. But it is hardly ever challenged because stereotyping gender or not, the truth is women shop much much more than the average man. Have you ever wondered why they shop so much? And no, it’s not just about another new dress!
- Despite how modern the civilization like to call themselves, and no matter how much multi-tasking is popular around the globe where both men and women seem to play dual roles, the primary responsibility of the home ultimately falls in the hands of the woman. She needs to consider the needs and wants of all the family members and so the rounds of purchasing a mother, daughter, sister or wife has to do appear endless.
Not just that, but simply the thought of gifting loved ones excite women. No wonder birthday and festivity plans are almost always entrusted to them so that they can get something for everyone. How many shopping trips will this call for? They spend hours imagining the right gift for everyone so that the perfect one can be obtained in time! (If this involves shipping, how many weeks prior planning is required?)
For them shopping is all about emotions – emotions of happiness, emotions of surprising loved ones, the affection associated with the things, the novelty of a new product (and sometimes guilt too due to overspending!). Basically, it is not just materialistic but the emotional connection women feel with what they buy, for whom they buy it, and why they buy it. The woman’s mind is a deep and mysterious vessel, soaked in just too many emotions so their actions are always linked to it!
- Busy lifestyles and hectic chores on a day to basis build up ample amount of pressure on everyone. While other sports and activities can be a relaxation, the number one item on a woman’s “Stress Relief” list is likely to be shopping. It’s not just about buying something new but the whole experience put together. They love searching for something they don’t know that they need – The mystery appeals to them. And yes, shopping is more or less like love at first sight. They see a stunning piece of jewellery or a fabulous dress and they know. They just know this is the right one!
A shopping spree with the girls or a solo expedition could improve a woman’s mood significantly. They say therapy is expensive so is shopping but the deal’s a little better off when you shop as you get to bring something home! Window shopping – which means you look at the goods in display without actually intending to buy anything – is in itself, a mood booster for women. At least if you are broke or you need to buy stuff later, window shopping aids with their planning processing.
- The history of shopping needs to be revisited when we look into why women love to shop. A few decades ago, choice was not really a “choice” for Sri Lankans. Shopping meant buying groceries and materials to stitch clothes. Same applies true universally but the consumerism that hit America in the 1920s took a little too long to reach the shores of our little Island.
Shopping was limited to unattractive tacky places that merchants were able to bargain with customers. It was a chore and not a fun filled activity. But the revolutionary changes brought about by the setting up of retail and departmental stores that catered to a wide variety of needs such as clothes, footwear, cosmetics and other personal items invited women with not just more choice and colour, but added up flavour to their boring lives. It was liberation. Freedom to choose was happily embraced and continues to date. Prior to this “fashion” was a privilege to only a handful of ladies but once the consumer markets started to emerge in Lanka, it opened doors to more women to shop to their heart’s content.
Changes keeps changing as the saying goes. From street markets that sold unbranded everyday items to tiny proprietor stores, and then the start of chain stores paralleled with online purchasing, Sri Lankan women, just like other women around the world crave novelty. New shopping experiences are desired over newer products thus the marketers continue to bang their heads against the wall to create innovative ways of marketing. Pop up shops, open air exhibitions, home based retailers setting up trade stalls weekly or at specific events is hugely popular now. So obviously this calls for more and more shopping for all, especially women.
- Last but not least, the prominent reason why women shop so much is – yes, you are right – because they want a NEW DRESS OR SOMETHING! (Ah, got you. We made you assume this wasn’t on the list but yes it is!)
Psychology plays a major role in this aspect. Besides all the factors considered above, self-esteem requisites and the image you portray as a woman is pretty powerful. How you dress demonstrates how you feel (or that is what marketers and businesses have conditioned women to believe). There is a way to dress to work (career-oriented), there is another way to dress on a casual outing and a whole different way to put together your outfit for a special date. Definitely such variety of demands from one women puts tenfold of pressure on an average woman’s closet. Restocking frequently is a must. How often solely depends on the person you are and your taste for new clothes.
But let’s face it, we need to shop every few months in the least because we don’t want to fall back on fashion or get droned out putting on the same thing forever. A new dress can tackle the Monday morning blues better than coffee!
