Consumers, who binged throughout the booming '90s, are increasingly in a mood to simplify their shopping lives, reports `How America Shops 2002,' the eighth study in the series published by WSL Strategic Retail.

“This new simplification is manifested by the fact that consumers are shopping fewer, but more convenient, outlets weekly, down from 2.9 per week in 2000 to 1.9 in 2002,” says Wendy Liebmann, WSL president. Consumers may be simplifying their shopping ritual, but they continue to expand and diversify their shopping portfolios at a dramatic rate. When measured quarterly, shopping has expanded significantly, with mass merchandisers, supermarkets, home improvement stores, warehouse clubs, the mall, and all types of specialty stores, being the primary beneficiaries.
Two reasons drive the realignment of consumer shopping patterns. First, consumers are not satisfied with how retailers “please them.” The second reason is the rise in importance of the experiential and emotional aspects of consumption. “Consumers are increasingly telling us that what distinguishes one retailer from the next is an emotional connection and comfort level, in an environment that promotes browsing in an appealing atmosphere of discovery,” notes Liebmann.
Charts available here: http://www.visibilitypr.com/html/focus/clients/pop/wsl_06_frameset.html


Source: Couture International Jeweler
August 2002