Have you got your eye on anything at the minute?
Impulse buying is no longer a fashion trend, according to new research, as we're taking more time considering our options when it comes to dresses.
A new study has revealed that the average woman 'stalks' a dress five times before she decides to make the purchase, made up of two online 'stalks', two trying-on sessions and one 'almost' purchase.
In contrast, the study conducted by Coast revealed that the average man commits to buying a suit on the same day as discovering the outfit.
Bianca Mercer, Head of Ecommerce at Coast, said the following about the findings: “Deciding whether or not to take the plunge and buy a dress that’s been catching your eye is evidently a more well-thought out decision amongst Britons than many may assume, and it seems that a dress has to take its time to make an impression before women will be willing to commit to a purchase.
"It was incredibly interesting to see what the ‘dress stalking’ dance entails, particularly that the average woman will ‘almost buy’ a dress at least once before going ahead and buying it- and it just goes to show that women don’t commit to frivolous purchasing decisions easily! A dress really has to make an impact, and rightly so.”
When it comes to expensive dresses, the research found that 57% of women are 'stalking' their prey for one month or more on average before they comitt to a purchase.
When asked to state what factors motivated them to eventually buy the item in question, ‘online ads stalking me around web’ was revealed to be the most common answer amongst 43% of the female respondents, shortly followed by simply ‘really wanting the dress in question’ for 40%. 35% claimed that they’d managed to save up enough money for the dress in question.
In contrast, the men taking part were asked the same question in relation to their suit purchasing decisions. According to the results, the average man in the UK ‘stalks’ a suit just 1.3 times before deciding to purchase the item; with 65% claiming that the last suit they purchased was bought on the same day that they first found the outfit in question.
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