Reassessing the pleasures of store shopping

Despite a growing array of nonstore shopping alternatives, consumers still do the vast majority of their shopping by visiting brick-and-mortar stores. This study takes a fresh look at the pleasures of store shopping, employing data from a study of over 1300 shoppers. The results indicate that, contrary to the speculation of some writers, relatively few consumers shop in order to mingle with other shoppers. Instead, consumers tend to be drawn to shopping's more private pleasures, particularly the enjoyment of bargain hunting. The findings suggest that bargain hunting, rather than being antithetical to shopping enjoyment, may be one of its most common sources. In addition, the data suggest that the sources of shopping enjoyment vary markedly among different demographic groups. The paper closes by discussing implications of the study's findings and potential directions for future research.