Women have been accused of having an insatiable shopping appetite, consequently, impulse buying at any given opportunity. While women seem to be the culprits of this behavior most of the time, a study showed that 90 percent of shoppers, including men, buy items not on their shopping lists. However, as much as women find solace in the fact that men also make unplanned purchases, their impulse buying rates are significantly higher than men.
One is left wondering why women still buy unbudgeted items in an era where we are experiencing decreasing income, increasing cost of living and lower saving power. Here are a few reasons why businesses will continue to cash-in on this seemingly irresistible behavior:
According to Kathryn Finney, author of “How To Be a Budget Fashionista: The Ultimate Guide to Looking Fabulous for Less,” people just buy to own a label and not for the quality. Sometimes, what’s on sale is just over-stock, items that buyers did not want, slow-selling merchandise or irregulars. Despite this, the attractive idea of a sale will drive any woman to unnecessarily spend.
Buying While Intoxicated (BWI)
Even though not a prime reason for impulse buying, women have been reported to make unplanned purchases when intoxicated. This is heightened after a nasty break-up when women go out clubbing and end up in malls doing feel-good shopping.
Holidays such as Christmas and Thanksgiving exude a lot of excitement and offers. The beauty of family, time off work, and overwhelming discounts and offers from retailers just wittily manipulate women to buy on impulse.
Actually, over 50 percent of women have made unbudgeted purchases when excited. This is usually their opportunity to appreciate themselves or the people who make them happy. Unfortunately, an empty wallet and buyer regrets are some of the consequences.
The Desire To Save
Ironically, women do spontaneous shopping to save. Most of the time, the fear of losing out on a deal that would save them a few dollars later drives them to buy on impulse. Unfortunately for women, retailers have capitalized on this aspect and in the long run, in a bid to save, women end up buying substandard items. As written by Kathryn Finney, who we cited earlier in this post, some items on discount would only last a day, beating the concept of saving.
The fallacy that a usually useless item will turn useful once bought clearly shows the disillusioned future that women see when shopping. Rather than accepting that you can’t keep up with five sit-ups a day to keep a flat tummy, you suddenly think that buying the newest ab toner will be your solution. If you do not have the commitment, you can be sure that the toner will just add up to the list of clutter in your home.
It is commendable that women do not spend more than $25 compared to $1,000 that men spend when buying unbudgeted items, at least according to a recent study. However, it is prudent that women put in a lot more thought before they spontaneously buy anything. That way, they will experience less guilt when they lack money for others uses.