What: What’s the real reason why so many shoppers are refusing to shell out thousands of luxury handbags or expensive jewelry these days? It turns out it has nothing to do with the recession or even money for that matter. Instead, retail experts say an increasing number of people are suffering from “shoppers’ guilt”—the same feeling someone gets when they buy an expensive item and feel remorse over the hefty price. As a way to fight back, some clothing brands are giving shoppers a “reason” to splurge, like donating a percentage of the price of goods to charity or offering “experiences” rather than just the products themselves.
What the WSJ Says:
“Guilt is running so high these days that many people are simply not going into stores in order to avoid the temptation to buy, retail executives say. Shoppers are steering clear of the usual shopping zones, says Andrea Ciccoli, the administrator for Italian fashion group Ittierre SpA.”
What We Say: Dare we say it, but maybe “shoppers’ guilt” is a bit of a good thing? After all, anything that forces us to re-evaluate the money we spend on clothing and accessories can’t be that bad, right? Either way, it’s interesting to hear some of the tactics stores are implementing in order to influence us to shop — like using pop up stores or offering to donate a portion of the proceeds to charity.
Have you experienced any “shoppers’ guilt” since the recession began?