Those words send a
chill up the spine of a man and a tingling sensation in the purses of women.
The never ending sale is everywhere and all through the year now. “Retail
revolution” – oh yes, we ladies know all about it.
There was a time
when little nooks and corners of the city were explored by ladies who loved
window shopping more than anything else. There always were ‘wise’ aunties who
knew where to buy the cheapest and best wares ranging from freshest paneer to
right sized knitting. Kitty parties were full of discussions about the shopping
trips made and to be made. Shopping expedition was a time for female bonding
just like any other social function. Harass the shop keeper for hours for the
right size/ shade. Check out almost whole stock before walking out to another
shop. (So much of footwork !!)
Retail landscape
changed over time which put the wise aunties out of their wisdom and the small
shops out of their business. Ladies went mall-hopping (with or without kids/
husband in tow) and gathered knowledge about all products and sales. Print
media screamed ‘sale’ to lure more foot falls. Ladies surely bought
(unnecessary) things and of course bragged about how they got a good bargain. They
found more fun in actually trying out the products (which is not allowed in
smaller shops). Wear that forbidden silk dress once like a dream, no need to
buy. Get a makeover free and don’t actually buy the whole makeup kit. Sales are
more frequent and discounts are norm of the day.
e-Commerce further
changed things. An email or newsletter or facebook like is enough for ladies to
check out the product and open their purse (for credit cards). No commuting time,
no physical verification of shop and stock. Window shopping is now completely
online. (I call it ‘website-hopping’). The fun of being with friends is all
gone. From shoes to jewellery everything (almost) is sold online. In return to
what we spend, we get redemption vouchers, points, club memberships, discount
coupons, etc. All these make us spend more.
We are certainly
spending more but having less fun doing it. (I certainly am !!) Any of you feel
the same? Aren’t you missing the gossiping, the cribbing, the sharing of style
tips, the planning of outing, the fun in harassing the shopkeeper, the thrill
of trying out new clothes, etc and best of all bonding with your friends?
Same question must
have given some e-commerce sites an idea and they started ‘social shopping’.
Send online updates about what products you are checking out or buying. Take tips
from friends or even borrow money online. Oh Well… in a world where friendships
are only online, this should not come as a surprise. Nevertheless, I am speechless.
I am off to make
myself some coffee to digest this now. Till next time.
