Avoid any guilt and go shopping together
Shopping has always been believed to be the womens sport and a new survey supports this notion as one in three men admit to worrying their partner will tell them off when they go shopping.
Just do what some (I mean most) do and hid the purchases in the wardrobe and refer to them 'this old thing' when you get a compliment on it.
The research found that men feel guilty when they've been out shopping, and this has led to them portraying certain stereotypes more often associated with women, with one in five actually admitting that they regularly lie about how much something cost.
"Consumer guilt is related to impulse buying, hedonistic buying (pleasurable experiences from buying a poduct), shopper's desure and 'indulging' - particularly when the shopper senses a failure of self control," says Dr Aaron Balick, pschotherapist and pschological consultant.
"Shopping is always a battle of an individuals 'wants' and 'shoulds' resulting in the potential feeling of regret or guilt. Regret arises when an opportunity is felt to be missed, and guilt when the shopper feels they have broken some kind of 'rule' through their purchase."
Further insight into the psyche of the modern male shopper is revealed in the study of 1,000 people, conducted by Quidco.
Thye found that one in two men said they feel guilty when they've surrended to an impulse, worrying that their partner will tell them off.
Men feel most guilty about buying home entertainment itens, where as women feel guilty about buying clothes, shoes and make-up.
"The Retail Guilt report shows how hard the economic crisis is hitting the psyche of people across the UK," says Hannah Green from Quidco. "The only way people can overcome this guilt it to reassure themselves they are getting the best deal and being smart with their cash."
Femalefirst Taryn Davies