Primal instincts are running wild on the high street as female Brits take on a new, animalistic approach to Shopping.
With traits closely resembling how animals hunt their prey in the wild, new research from leading high street retailer TK Maxx, reveals the recession has bred a new species of female shoppers The Hunter-Gatheristas.
In the current economic climate, Shopping is fast becoming a survival of the fittest – nearly a quarter of 18-24 year old women have confessed to secretly competing with friends as they scramble to stay ahead of the fashion pack and satiate their appetite for a bargain.
Behavioural psychologist Donna Dawson explains: “The recession has forced consumers to adapt the way they purchase in order to ‘survive’ – it’s no surprise that women have responded positively by seeing this as a hunt or a challenge; they are reverting to their primal instincts to ensure they get their prey. The research proves our brain’s reward system now focuses on searching out bargains with nearly half of us only feeling a sense of achievement once their ‘hunt’ is successful.”
The findings revealed 81 per cent of British women – the new Hunter-Gatheristas - now plan their shopping trips with military precision; preparing which shops they’ll attack in advance by trawling websites and blogs and tearing out items they want to buy from fashion magazines.
So serious are they about their mission that nearly two-thirds boast of rarely failing to secure what they set out to buy.
Whist female shoppers are becoming more selective with their purchasing - over a third only ‘hunt’ once every few months now – the High Street remains the natural habitat for The Hunter-Gatheristas and almost half take great pleasure in showing off their latest purchases to friends.
Helen Gunter at TK Maxx, comments: “In the current climate, it’s clear that shoppers are carefully planning their purchase decisions and enjoying the thrill of hunting down those unique bargains. We know the high street is highly competitive and this research tells us that today’s discerning consumers are on the hunt for good quality at great values along with the ability to find something a little bit unique that defines their own individual style.”
TK Maxx Shopper Profiles:
The ‘Hunter Gatherista’
- Plans shopping trips with military precision and detail (81 per cent )
- Bargain Hunter – craves the adrenaline and thrill of uncovering a bargain (49 per cent)
- Likes foraging for items
- Competitive – wants to come away with the best ‘loot’ and boast to friends (49 per cent)
The ‘Lone Wolf’
- Woman on a mission – nothing will get in her way when it comes to getting what she’s after (54 per cent)
- Independent – doesn’t follow the pack, creates their own style (83 per cent)
- Views shopping as a ‘secret mission’ – doesn’t invite friends to make sure she snaps up the best bargains (54 per cent)
- Often sly/unwilling to give away details of where they get their purchases from to avoid being copied (40 per cent)
The ‘Pack Hunter’
Likes to follow trends (43 per cent)
Is after the whole ‘shopping experience’ outing with friends (15 per cent)
Prefers the reassurance of a second opinion from friends than going it alone (60 per cent)
A successful shopping trip is a great day out with friends (25 per cent)