The Pittsburgh Times-Tribune: Serious Shopping

July 30, 2006 -- When Cathy Bonaroti, of Oakmont, goes pleasure shopping -- for clothes, shoes, home decor and the like -- she often goes alone.

It's not that she doesn't enjoy the company of girlfriends, but they can be distracting. And her husband, Frank, would rather play golf.

"It slows you down a little bit," Bonaroti, 57, says of shopping with company. "You want to be considerate and help them shop for what they're looking for ... it's nice having someone, but it does hold you back."

Bonaroti is, apparently, a pretty typical female when it comes to shopping.

"I think that for most or all women, it's kind of embedded in us since childhood," says Patricia Handschiegel. She is the editor of Style Diary, a Los Angeles-based online resource and community for women who love shopping. The company tracks fashion and shopping trends.

"The one big consistent trend ... it's not just about buying something, it's also about the environment and having that connection with your female, feminine side. It's a pleasurable experience. ... I think it's a great escape."

Individual women have varied preferences in their shopping habits, and most of the preferences boil down to a woman's motive for shopping, says Jonni McCoy, an author and shopping expert in Colorado Springs, Colo.

"It depends on what I'm shopping for," says McCoy, whose books include "Miserly Moms: Living on One Income in a Two-Income Economy" and "Frugal Families: Making the Most of Your Hard-Earned Money."

For example, McCoy says, "If I'm out looking for a good deal ... then I'm going to go to the place that I think costs the least amount of money, I'm going to go in and get it, and I'm going to leave."

But if you're out for a fun, recreational shopping trip or want to spend more money? That's another story.

"The longer you're out browsing, the more you're going to spend," McCoy says. "Recreational shopping is not for the frugal."

Some common themes emerged from interviews with several women about their shopping habits.

Going Solo

Have you wondered whether you were abnormal, or even antisocial, because you like to shop alone? On the contrary, solo shopping seems to be the preference of many women -- at least in some circumstances.

"From really paying close attention to the market, I think a lot of women prefer to shop alone, and if not alone, then with one or two friends," Handschiegel says.

For instance, when shopping for something in particular, many women prefer a quick in-and-out approach, without the distraction of a companion. When women bring friends shopping, they often focus on the company more than on the products they seek. For an intense focus on the merchandise, it's best to go solo, unless you want a second opinion when, for instance, you're seeking an outfit for a special event, people say.

Kyrel Howard, owner of Personalized Colors women's clothing boutique in Greensburg, says that between 90 percent and 95 percent of her regular customers come alone. Marijo Crowe, buyer and saleswoman for Carabella boutique in Oakmont, and E.B. Pepper, owner of a boutique of the same name in Shadyside, say they see a similar solo buying pattern.

At small boutiques, the staff gets to know regular clients, who then feel as if they are shopping with knowledgeable friends, owners and staff members say.

"We try to be very honest," Crowe says. "If something doesn't look great, we'll tell you."

Catherine Ferris, owner of Catherina women's clothing boutique in Oakmont, takes the same personalized approach with customers who usually come alone. Staff members will help pick out earrings, shoes, handbags and other accessories.

"Many of them are very confident in what they like and what they want," Ferris says. "We enjoy putting them together."

For general shopping outings -- like spending the day at the mall, shopping for nothing in particular, and eating lunch -- taking girlfriends along seems to be the common practice.

"Women are the ones who tend to view shopping as a social activity -- an opportunity to sort of weave that into their social lives," says Eva Yusa. She is the shopping efficiency expert for Chicago-based www.shoplocal.com, a shopping comparison Web site, and she is called "Eva the Shopping Diva."

"Men know exactly what they want, they do research, and they go get it," Yusa says. "For women, it's a really good excuse to weave in some fun time together."

Going with one or more friends can be especially fun and bonding during special shopping times -- for instance, at the beginning of a new season, when you can check out new styles and fabrics together.

"I think it's fun to go with a friend," says Wendy Kaplan, 45, of Shadyside. "I do go alone, but I like to go with a friend, depending on where you go ... it can be so much fun."

Kaplan, a regular customer at Carabella, says the staff takes the place of friends on a shopping trip.

"They find things for you," says Kaplan, who says she dislikes searching through racks at big stores. "It just makes your shopping experience so much easier."

McCoy says that, for women who tend to overspend, a level-headed friend can be a valuable companion on a shopping trip.

"You can take a friend that has a lot of self-discipline, and who will help you stay on track for what you're looking for," she says.

What about shopping with husbands, boyfriends or other men? Most women prefer to stick with female friends: Men, often bored on shopping trips, can be a drag and a buzz-kill.

"I love it when my husband goes, but he resists," Kaplan says of her husband, Tom. "He's a typical man."

McCoy -- who runs the Web site www.miserlymoms.com -- agrees. Unless you're at a store that might appeal to men -- such as a computer store or bookstore -- they usually aren't very interested.

"They tend to want to go get what they came for and leave," McCoy says. "It's not a recreational outing for them."

Sometimes, though, women bring their men shopping with them, and buy outfits that the men like, Pepper says.

To Plan or Not

In many cases, forget about shopping lists -- those are for groceries, and even grocery runs tend to produce different results than the written plan, store owners and many shoppers say.

Women often might go shopping looking for a particular thing -- for instance, a white top -- and they may very well find it. Frequently, though, they leave the store with more than just the white top -- or maybe, they leave with everything but a white top.

"It doesn't matter, because if I go looking for a black skirt or black heels, I end up getting things I didn't even go for," Kaplan says.

Gretchen Stickle, 24, also tends to wing it when she shops.

"I kind of just head out with nothing in mind, and see what I come across," Stickle says. She is a Ligonier, Westmoreland County, native who lives in Washington, D.C., and recently came to town and shopped at e.b. Pepper.

Nicole Lawlor, 25, of Hampton, tries to begin a shopping trip with focus.

"I'm always on a mission for something, but then it always ends up being other things," says Lawlor, who works at e.b. Pepper. But, she says, she has to be in love with an item before she buys it.

At the small boutiques, owners say they see many of their clients frequently and predictably, such as on a weekly, biweekly or monthly basis. Many other shoppers, however, go whenever the mood or the need strikes.

Shoppers also tend to buy on impulse, as Stickle says she often does, or they spend time shopping around, trying to find a better item or a better bargain. This is Bonaroti's typical habit.

"I just don't go right into the mall or a store and buy something," she says. "I shop around. ... I really don't mind going from place to place."

Women's Shopping Habits

BIGresearch L.L.C., an online consumer research company, and T. Scott Gross, author of "When Customers Talk ... Turn What They Tell You Into Sales," have identified some shopping preferences for women in an ongoing study on which they are collaborating.

• In order from highest to lowest, the factors that drive women to buy certain pieces of clothing are: price, selection, location, quality and service.
  
• In order from highest to lowest, factors that make a pleasant shopping experience for women are: knowledgeable and available sales staff, friendly sales staff, prices that represent good value, merchandise that is organized and easy to find, and fast checkout.
  
• A few things that female shoppers cannot stand: sales staff that hover, too many racks in too small a space, and cashiers having personal conversations.

According to research for the first quarter of 2006 by Cotton Inc. -- a marketing and research company representing the cotton industry -- 54.5 percent of women plan their shopping trips, while the rest buy on impulse. Clothes are 47.7 percent of women's favorite thing to shop for, according to the research.