How’d you like to have double the chance of turning a casual browser in your shop into a full-fledged shop regular?
It’s simple. Add a girlfriend. (And subtract…or distract…the husband.)
Paco Underhill on time restraints:
In the days before the majority of women worked, shopping was a way to get out of the house – it was the great escape. These days, it can often become a chore. Because of their time-restrained lives, women are becoming less exhaustive in their shopping habits.
Women will spend more time and money in a store if she’s with a female companion.
She’ll spend on the average of 8 minutes, 15 seconds if she’s with a female friend, 7 minutes, 19 seconds if she’s with her children, 5 minutes, 2 seconds if she’s alone, and 4 minutes, 41 seconds if she’s with a man.
So, from a retailer’s point of view, it pays to encourage her to shop with a female companion.*
What does this mean to you and your shop?
Use some of your marketing energies to promote “Shop with a Friend” like a discount for companions, a Girls’ Night Out event, even car-pooling (hey! what about a “Everyone in the Pool” Party some Sunday afternoon: bring 1 friend, get a gift for each of you, bring 2, add a chance to win a door prize ticket to all 3 shoppers, bring more and get more!)
Distract the guy. Comfy husband chair, with a variety of appealing magazines at his elbow, will engross him and let her shop in peace. She might even forget he’s waiting… Field & Stream, sir?
*Excerpted from Why We Buy by Paco Underhill
Auntie Kate The Resale Expert 
Haven’t tried that promo but will give it some thought!
Obviously i need this book! Count me in the drawing!
Count me in. Husband chair – check! A box of toys for the kids – check!
I want it! This is a great article – we just had Girls Night Out sponsored by our Chamber and it was a HUGE success!
So True! When friends shop together it is a contest to see how many things they can find for their friend to buy.
I love the sugar daddy couch too – I totally need one of those, swimsuit issue included.
Book drawing? I’m in 😉
Nice article. I would love to have the book too! 🙂
If you are drawing for that book…put my name in Kate. I was just thinking about the magazines that I need to put by my “Sugardaddy” couch…hmmm…maybe the S.F. Chronicle, would be good, or Sports Illustrated (swimsuit issue?).
I agree they do buy more when with a friend…unless they are with one of those “prissy” women that screw up their face and barely shake their head every time their friend picks something up…lol.
Those are some interesting statistics. I always suggest the hubbies go check out the hunting store up the street.
Thanks for the post.
I would love one!
Oh yeah! I was just thinking I need to go pick up a copy!
Great blog topic, by the way.
I’d love to have it! Thanks!
I’ll take it!!!