Shopping is something we do all the time but what do we really do when we go shopping? Knowing why and how women shop can make a great difference for a retail business so they can meet our needs but how many shops really think carefully about this? To me doing errands like getting the groceries and taking orders to the post office is the regular run of the mill shopping. It is part of running a household and a business but it is not recreational fun. For most of us shopping means an enjoyable outing to the shops, to the shopping mall, online shopping, catalog shopping, street strip shopping, it is recreational and about leisure. Shopping does not actually have to mean spending up big or even spending anything, it can be window shopping where we just go and see what's at the shops, what is happening, check out the new designs, see what's on sale, keeping an eye on that new DVD that's out to see when it is dropping down for bargain shopping, getting gift ideas for upcoming birthdays and events. Shopping can even be catching up with a girlfriend for coffee and then a wonder round the shops. While shopping can be about buying things it is usually also about being social, exploring, seeking pleasure and being independent. Retail therapy does not have to involve spending money either, it can be just as simple as having an evening strolling round the shops and seeing what is happening. Shops both online and at the mall need to be setup to consider the different ways women shop - whether they are out to buy something or for any other reasons. Knowing why women shop makes this much easier. Shopping is a community based leisure activity, even if you are wondering about the shops alone, you are still being with others while getting a chance to be yourself in relative peace (compared to how home and work can be). Having a safe, clean, reliable and interesting place to go to get out of the house or escape after work makes for an ideal social place. We shop because we can, it is very simple. But the reasons we go to the shops are as varied and complex as we are as individuals. Being social at home means doing work beforehand to get it presentable, work is for work so being out at the shops and being social means women do not have to worry or prepare - the cafe does all of that! As shopping is a form of escape, even if it is not always about buying things, looking after the different groups who need to escape makes for smart business. Parents with young children need to get out and about and shops and malls that cater for the little ones will benefit for their efforts. So women shop for all manner of reasons; social, leisure, pleasure, research, fun and escape. When it is made easy for them they keep going back to the same places.
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