Is this the end of the girly shopping trip? Women shun the high street for browsing on their mobiles... but still like to get their friends involved!

  • Mobile shoppers account for 50 per cent of sales says a new survey
  • People tend to do their research in the morning and consult friends
  • Most then go ahead and buy their new item in the evening from home

By DENI KIRKOVA

Published: | Updated:


Spending the day browsing through the rails with a posse of friends in tow is a pleasurable way to spend a Saturday for many of us.

But it seems the traditional day out at the shops might have some competition in the shape of new apps that let you show potential purchases to friends online before you buy them.

As a result, says psychologist Dr Linda Papadopoulos, more and more of us are plumping for an e-shopping experience rather than trudging around the shops together.

Shoppers now look to technology to seek approval and reassurance from friends before they confirm a purchase

Shoppers now look to technology to seek approval and reassurance from friends before they confirm a purchase

The new shopping has also changed the times at which we shop, with morning and evenings proving the most popular times to browse and buy online.

According to feelunique.com, the beauty retailer that commissioned the research, traffic on their site peaks first thing and late at night.

But while many use their morning for browsing, many defer paying for their goods to garner friends' opinions before returning in the evening to complete the purchase.

'Shopping has long been thought of as a sociable pastime, something we do in the company of friends and family,' says Dr Papadopoulos.

'This hasn't changed with the shift to the virtual high-street but the trend for evening purchases shows that we are no longer committing to buy until we are in a more relaxed, sociable environment -  whether that's unwinding at home with family, meeting colleagues for after-work drinks or joining friends for dinner.'

Shoppers now actually only browse in the mornings and return to make their purchase later in the evening

Shoppers now actually only browse in the mornings and return to make their purchase later in the evening

She added: 'The marrying of the physical and virtual high streets has led to a rise in showrooming, whereby customers can enjoy the sensory experience of seeing and touching items in store but then make their purchase decisions from the comfort of their own homes.'

According to feelunique.com, mobile sales are rising swiftly, with more than half of total traffic coming from phones compared to just 32 per cent this time last year.

Women tend to purchase more on their mobiles than men do, with 20 per cent more women shopping on the go than men.

A feelunique spokesperson said: 'The sales data from our site has revealed some really interesting consumer trends and behaviours.

'During the Christmas gift and January sale period, for the very first time, the majority of both traffic and revenue was coming from mobile devices.

'It's fascinating to see that women are pioneering the mobile movement and it's also interesting to see how emerging technologies are shaping the way consumers now interact with retailers.'

The physical and virtual high streets has led to a rise in showrooming

The physical and virtual high streets has led to a rise in showrooming

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