Could I be a Mall Martian?

At this point I’m milking the Shoptimism wave for its all worth. But after a few weeks of silence, isn’t it nice to say JayRich posting so regularly?

In today’s “Business” pages, I discovered an article regarding the differences between men and women shoppers and what marketers, brand managers, and retailers need to know in order to successfully reach the female population. The McClatchy syndicated article is titled “Mars and Venus in the Mall,” and has some direct correlations to Lee Eisenberg’s latest book. First is the article’s title, which Eisenberg also used to distinguish men and women shoppers. The whole Mars and Venus thing creeps me out, but apparently it’s a time-tested analogy.

Rather than drone on in text-book format comparing and contrasting article and book, I thought I’d share a little bit about what kind of a shopper I am. Am I more Martian or Venusian?

Women are said to generally prefer lengthy shopping sprees. Trying on items until they find the perfect match, comparing prices, and assembling the perfect outfit is a typical mall day for a lady. Men, on the other hand, know what they need and seek to get it as quickly as possible. It goes without saying that women usually spend more than men on shopping forays.

I work in a department store. How do I feel about shopping? I like browsing the racks (especially clearance racks!) and hunting down a good bargain. I compare prices, brands, etc. However, I generally don’t like to spend more time than necessary in the store not because I fear buying more than necessary, but because I’ve got better things to do than be imprisoned by a big-box’s four walls. I think my biggest shopping flaw is a failure to utilize fitting rooms, especially at work. I’m there near 40 hours a week, and usually I don’t feel like staying around to shop. If I see something I like, I know my general size and grab it. Many times I make the buy on my lunch break. Something about quitting time that makes me not want to hang around work. This has resulted in numerous returns and exchanges, either because something didn’t fit or I had a case of buyer’s remorse. After all, I don’t wish to donate too much of my paycheck back to the company.

One thing I really appreciated about Shoptimism is the interactive nature of the book. At one point Eisenberg reproduced a psychological test that was supposed to determine your level of masculinity or feminism. This was one of those answer-30-questions, tally-up-the-scores kind of tests. I ranked fairly balanced in both categories, erring ever so slightly on the side of masculine (good thing I’m a man, I guess).

So what does my shopping style say about me? Am I Martian or Venusian? It appears I’m somewhere in between. Perhaps an Earthling? While I hate the stupid third-rock-from-the-sun cliché, I do feel I’m balanced somewhere between the extremes of feminine and masculine pre-determined shopping styles. I like to call that down-to-Earth shopping.