Sale ! Discount ! Offer of the day!

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.