How To Encourage 'Retail Therapy' In Your Store

Looking to boost your store's sales but don't know where to start? While there are hundreds of different marketing and promotional techniques businesses use to attract more customers, understanding the psychology behind shoppers will allow you to make business smarter decisions, which in turn will boost your sales numbers. Retail therapy is one such term that's frequently used when discussing shopping psychology. But what exactly is retail therapy? And how can you leverage it in your business? To learn the answers to these questions and more, keep reading.

Retail Therapy 101

In short, retail therapy is the act of shopping with the goal of improving the shopper's mood and disposition. By purchasing new products, the shopper's mood is instantly uplifted, which is the fundamental principle of retail therapy. It's literally a form of therapy that helps soothe emotional distress.

The truth is that each purchase has a 'trigger' that's causing the shopper to say "Hey, I have to buy that item." Some shoppers buy items because they're a necessity for everyday living, while others purchase them because they improve their quality of life. As a retail business owner, it's your responsibility to identify these triggers so you can encourage more sales.

According to a study performed by TNS Global survey, approximately 52% of all American engage in retail therapy. With that said, it's important to note that retail therapy is more heavily geared towards the female demographic, with 64% of females engaging in this activity and only 40% of males.

Top Purchases For Retail Therapy:

• Clothes
• Food
• Jewelry
• Electronics
• Fashion Accessories
• Movies
• Music
• Games
• Toys
• Books
• Magazines

Focus on Impulse Buys

One technique that's helpful for generating more sales through retail therapy is to focus some of your efforts on impulse buys. Just as the name suggests, this is a spontaneous, spur-of-the-moment purchase that shoppers don't 'intend' on making. Shoppers with the goal of achieving retail therapy will see these items and hopefully make a purchase.

Nearly all successful retail stores and businesses display impulse buy products around the front of their store and/or checkout lanes. When shoppers are standing around waiting to check out, they'll notice these items. Assuming they are visiting your store with the purpose of performing retail therapy, there's a good chance they will purchase some of these items simply because they are conveniently placed here.