The Joy of Shopping
In years past, if you shop for a living, like I do, the “joy” of shopping was most definitely implied. The sheer effort was exhausting! Drive to my destination(s), walk for hours - look for the perfect gift, handbag, sweater, scarf, shoes, wait in line, chat with the salesperson, walk some more, maybe stop for lunch, haul everything back to my car, haul it into the house….and don’t even get me started on rude shoppers, bad drivers or my favorite - grocery shopping. I would honestly rather spend the day at work. There really was nothing joyful about it.
However, after experiencing the frustrations that 2020 brought, I now appreciate the actual privilege the experience of shopping in any brick and mortar venue is and look forward to the day when I can do it again. In fact, I will appreciate shopping SO much more - without a mask, without worrying about how many people are in the store or jumping when someone coughs or cringing when someone accidentally touches my cart.
How many are with me? To be honest, I miss the smells, the chatter, being able to try something on, to touch the fabric, spending time with friends and family, traveling to our traditional destination stores for holiday shopping to enjoy special events, talking to that salesperson who knows me and knows my tastes - having that personal connection and making a return without the crazy hassle of calling the company, being placed on hold and having to arrange to ship it back. The list goes on….You don’t appreciate what you have until it’s gone.
Like many shoppers, due to COVID and taking precautionary measures, I took to online shopping in 2020. A majority of my purchases being groceries and gifts for the holidays.
I am a very picky grocery shopper. I like specific brands and I like to touch and see my produce to check for freshness. I had a difficult time with online grocery shopping at first - how many lbs, florets, did I want one banana or a bunch, did I want one bunch of grapes or a bag? It was so confusing and time consuming and when it was delivered (with a $20 fee and 20% tip), at least part of my order was usually wrong - unless I had an excellent shopper who communicated while shopping. Twice, I got one banana, which you just have to laugh about. It was definitely worth a try and I did take advantage of delivery (something you don’t get much of in a small town!). Overall, it was an ok experience for the feeling of security I received in return.
I also ordered about 30 gifts online this year for the holiday and many gift cards. I chose online for some because they were customized with a name or monogrammed or there was something special or specific I saw that I thought would be the perfect gift.
I placed my orders in plenty of time to arrive for the holidays - or so I thought - and was very frustrated when many of the gifts didn’t arrive in time, most weren’t what I ordered or totally different than the picture that was advertised, one customized item was monogram incorrectly and some of the items that I did get on time, were of poor quality or the size was much smaller than it appeared online. Needless to say, it was disappointing all the way around - AND although I received free shipping on some items, shipping on others was crazy high.
Also, it wasn’t clear when I placed the order that it was coming from another country. I ordered knit throws for gifts and it appeared that the product was handmade, however when tracking information was finally available, it was in Chinese and when it didn’t arrive after a month, when communicating with the Company, all I got back was a cryptic response. Be patient, order will come. When the order finally arrived (which honestly surprised me as I thought I had been scammed), the throws were vacuum-packed in a small cardboard box and it was evident that the marketing was very misleading and the quality and sizes were not correct, according to the product details section on the website. I emailed them and they did email back, “Sorry for the trouble. We will give you a $20 credit.” I was obviously not spending money to ship four throws back to China, so I took the credit.
In addition to poor quality product, late shipments, poor customer service, and general disappointment, most shipping companies and USPS were backlogged, losing packages and mail because they were piling up in facilities for weeks and some were not delivered at all. Unfortunately, an order for gift certificates I placed, met this fate.
So, it’s surprising, with all of the frustrations online shopping creates, that it continues to grow, while brick and mortar shops are closing at a rapid pace all over the country. In 2019, it's estimated that online sales account for 14.1% of retail purchases worldwide. Since online shopping, in general, is growing so fast, the next statistic shouldn't come as a surprise to you. In 2023, online retail purchases are expected to rise from 14.1% to 22%. In comparison, that number really isn’t that high - there are more brick and mortar purchases - more than 3 times as much in fact. However, if you search google on what people prefer - it usually comes up with 63% of shoppers preferring to shop online.
These are some of the reasons consumers prefer to shop online:
• Convenience
• Selection and variety
• More discounts - cheaper product
• No sales pressure
• No crowds or lines
• Easy checkout and delivery options
• Clear information about products and vendors
I would argue with most of these (except convenience) is probably the number one reason most people, including myself, shop online. I mean, you can do it in your jammies, with a glass of wine, your pup on your lap and you can take your time.
But is it worth the aforementioned annoyances? Sometimes maybe. Books? Heck yeah. Dog food? Yes. Toothpaste and shampoo? Sure. However, to almost everything else, I would say why bother?
The primary reasons I prefer to shop brick & mortar stores as opposed to online shopping:
• The ability to touch and feel the product so I can see the size, color and if there are any flaws in the product. Whether I’m giving it as a gift or wearing it myself, this is important.
• On time delivery - When time is of the essence, it is much easier to visit your local boutique, walk in, walk out, no worries, no shipping. Voila - done. Instant gratification.
• No shipping costs
• The ability to talk to a salesperson who is knowledgeable about the product, product care and maintenance, who knows my tastes and recommends something I might like and whom I can ask questions - in person. The personal attention you receive from store personnel that you don’t experience online.
• If it doesn’t work, I can just take it back to the store and don’t have to ship it back and if issues arise, I can talk to a real person - in person. SO much easier than contacting the company, being placed on hold or finding your return label in the tons of receipts and paperwork you have from Christmas, finding the box it came in, packing the product, taping it with that packaging tape that no one has at home, driving to the post office or closest UPS store (which happens to be 30 miles away) and mailing it back.
In addition to the benefits listed above, shopping in-store has many health benefits:
• Shopping releases mood lifting endorphins and increases dopamine levels
“When you walk into a Hometown Pharmacy, you immediately FEEL the difference.” This statement is included in many of our marketing materials because it’s true….it is an experience for all of the senses when our customers walk through the front doors - they smell a fragrance, they hear soothing music, they see beautiful displays, they taste yummy samples and they are moved to touch everything they pass. You do not experience this when online shopping.
• Shopping aids in mental acuity
Making lists, making decisions, and being creative keeps you young! Being able to pick up two items, compare and contrast, choose a color and size or touch a fabric and identify how it makes you feel gives you control. It is inherently satisfying when you make the right choice, and that gives you confidence.
• It increases your lifespan
Shopping involves a lot of walking and carrying heavy bags. Both walking and weight resistance are known to improve your heart health and endurance. You don’t get the same benefits shopping from your couch.
• Reduces Stress
Shopping provides an opportunity to gather with friends or family and experience a day of togetherness, fun and tradition. Especially now, the connection with people, whether it’s a friend or the sales associate, is vital for health. Sales associates are like personal shoppers and the relationships we have with them gives us a sense of self-worth, confidence and rapport.
And we can’t forget JOY. Shopping brings us joy, which is the best health benefit of all.
Comments