Half of us were born to shop
Shut down the Productivity Commission. There’s only one reason shopping as we know it will never die, and that’s women.
That’s right, you heard me. From the malls to the arcades, we fairer sex are the lifeblood of shopping and it will take more than a little internet habit to put us off our game.
Women are generically programmed to shop. A Californian research group invested years in a study that found women, over thousands of years of evolution, have been designed to “hunt down” food more efficiently than men.
Not only that our “recall” of nutritious sources of food are better. So that explains why we can get ourselves around Bondi Westfield but can’t direct you out of the car park.
Women need other women to shop.
This doesn’t have to mean going with another woman, I myself only ever shop alone - but women provide inspiration, information and impetus to shop.
Like trying on stuff when you don’t want to and come out in the dressing room, parading the skirt/dress/pair of pants so you can stand back, take stock and decide for yourself. And helpfully rolling their eyes at the vacant shop assistant.
Women notice detail.
This is important because well-considered detail can make shopping a transformative experience: ie fun.
A friend just back from holiday in New York (where plenty of shopping was undertaken) described the shops there as second to none.
Great looking models draped themselves over the banisters of multi-levelled fashion chain store; another filled with candles and wafting with perfume.
Not everyone is after glamour of course. For some people, like Penbo above, shopping is always going to be akin to dental surgery. So for them it’s always going to be about convenience and avoiding crowds.
Women know how to get the job done.
Any woman worth her shopping salt will tell you that if you’re not in the mood – you just go early, or you just go late.
You can even go late-late. Kmart established its 24-hour trading policy for almost two years ago. Another shopping-happy friend told me they tested it out around 3am on a weeknight – on a shopping expedition for a DVD player.
The result? No crowds, no queues and the fascinating prospect of oogling at the other kinds of people, who may also be shopping at that time of night.
So if Myer and DJs are serious about their plans to expand trading hours, it won’t be long before we’ll be buying more than just king-size boxes of Maltesers and nylon underwear - any time we feel like it.
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