Women in Search of Deals
By George Anderson
Christine Bright, an industrial engineer supervisor for United Parcel Service, sums it up. “Everyone loves a bargain. I don’t pay full price unless I absolutely need it.”
According to a study by the Frank About Women market research firm, women today are concerned about the economy and, as a result, are doing more comparison-shopping and bargain hunting than in the past.
Not surprisingly, more women are turning to the internet to conduct comparison-shopping expeditions before heading to a store to buy. The reverse, it turns out, is also true. Women are going to the store to get real world prices before turning to the virtual one to make purchases.
For many women, shopping is a recreational experience. In simple terms, they go shopping because it makes them feel better.
About 42 percent of women shop to feel better, according to Frank About Women’s research.
Liz Rucinski, a homemaker, told Business First of Louisville, she “shops the outlet stores near Columbus, which sometimes have sales at Lenox or Talbots,” on her way to visit family in Cleveland. “My next plan is to go to Chicago on a shopping trip with my daughter,” she said.
Moderator’s Comment: Are women more price conscious today than they have in recent years? How do retailers maintain
acceptable margins in a super competitive bargain-hunting environment? –
George Anderson – Moderator