Why Women Love Sales

By: Tan Liwei

Shopping is a woman thing. It's a contact sport like football. Women enjoy the scrimmage, the noisy crowds, the danger of being trampled to death, and the ecstasy of the purchase.
                                                                                          – Erma Bombeck

The word “sales" seems to be synchronized with women and the mention of this word seems to send the womenfolk into an excitable frenzy and scurrying at the swiftest possible half-run to the nearest shopping malls with the word “Sales". Could there be a reason for this strange phenomenon that could send even the most logical and level minded woman into such as state of excitement when they hear that magic word “ Sale "? According to a study by BBC “ Shopping urges 'spotted in brain ", researchers discovered the truth of the principle that purchasing is in fact a mental 'trade-off' between the pleasure of acquisition and the pain of paying. In a way, “sales" actually 'trick' the brain into buying more as the perceived intangible benefits outweighs the tangible cost.

In Singapore , we have the annual highly anticipated 'Great Singapore Sale' lasting a whopping total of eight weeks from 25 May 2007 to 22 July 2007.  Regardless of whether you are a certified shopaholic or just in need of some retail therapy, get ready for an island-wide sale unlike any other. From downtown Orchard Road and Marina Bay to the shops in the heartlands, enjoy discounts of up to 70% on just about everything. Some of the highlights of this would be family themed mega sales at the Expo with John Little or Metro Warehouse Sales at the helm, Mango and Zara sales for the young and yip as well as branded sales like Gucci or Coach sales for the brand conscious.

All in all, there will definitely be something for everyone to look forward to. Below are some of the reasons why woman simply loves sales".

  • Getting a good deal- Save money by buying at a discount
    Women always love to bargain and the period of sales is a good time for them to get the tops, dresses, skirts, shoes, bags they have been harboring to buy for the longest time at discount prices. In fact, they would almost think of it as a saving! Hence, rather than thinking of the money spent, the mentality would be one of “savings in terms of discounts". Imagine the anguish you would feel if you realize that the top you have bought a few months back is now going off the rack at less fifty percent discount!
  • Justification for buying on impulse and feed their obsession for senseless shopping.
    Most of the time, women tend to buy on impulse without any valid reason so long as they feel like it. Shopping acts as a stress releaser and sales provide women with a legitimate reason to get the clothes and accessories they want, even if they do not really have a use for it. Who knows, it may come in handy as a birthday or even Christmas presents! Otherwise, they can always keep it for an occasion to arise to wear it. Thus, shopping in this aspect is more of the “impulse rather than on a need basis".
  • Joining in the crowd
    No one can resist the temptation of shopping during the period of sales and the effect is often influential. Imagine strolling along Orchard road and all the stores are crowded with shoppers grabbing the best buys everywhere. It would definitely be hard not to take a peek into these stores and once you are in, there is no looking back. At times, we would be guilty of following someone around who has the last piece of clothing that you want in the hope that she may decide not to buy it and put it down. Funny as it seems, perhaps there are really no scientific explanation to women's erractic behavior during sales times. But this is also what makes a woman special in our own way as well.

No matter what the reasons are for women's insatiable appetite for sales, women have the ability to sniff out a good bargain easily. There is perhaps not even a need to provide a reason for this strange attraction to sales for it's just an inherent trait in most women. Last but not least, the biggest winners will not doubt be the shop owners who will definitely be grinning from ear-to ear as the cash register is busy ringing with big bucks!

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