Shopping as leisure: a study of avid shoppers

Shopping is a complex phenomenon. It represents a form of labour, with often gender-based overtones, yet it offers considerable leisure potential. We interviewed several avid shoppers asking about the hedonic aspects of the shopping experience. While we recognise the potentially problematic nature of shopping activity, we wished to consider it within a leisure context. We found that shopping could be a great deal of fun. For this group, shopping often involved browsing with no intention to purchase. In such cases, informants were taking part for the intrinsic satisfaction that shopping could provide. Enjoyment with the shopping experience seemed to emerge from several related conditions. First, the shoppers enjoyed spending time in a sensory/novelty-rich environment. This environment offered potential for separation and escape for these participants. Hedonic shopping also tended to be very social in nature and was often enhanced by the presence of friends. Finally, shopping was an experience often characterised by a sense of accomplishment and offered the opportunity for personal expression. As a result, participants often reported that perceptions of mastery resulted from their shopping experiences.