Online Retailers Think Shopping Sipping Wine is Fine

For years, home party retailers selling everything from kitchen gadgets to costume jewelry knew that a comfortable, friendly atmosphere–including one with a bit of socializing and shopping sipping wine or other cocktails–adds up to more sales. A survey by online retailer Kelkoo concluded that over 43 percent of respondents shopped while or after drinking. They also found that imbibing increased the dollar amount at check out.

High-end brick and mortar retailers, such as those found on Rodeo Drive in Beverly Hills or on Fifth Avenue in Manhattan, have used alcohol as a sales tool for years to coax shoppers to part with more money than originally intended, capitalizing on the method that casinos use to encourage gambling. Clothing tends to look better in the mirror, jewelry is more luxurious, and the whole set of luggage becomes a better choice than a handbag. Drinking complimentary cocktails and shopping sipping wine loosen one’s inhibitions, allowing more generous behaviors to surface.

Soon, in-home party retailers took advantage of the behavior and encouraged its representatives to host cocktail parties in place or along with door-to-door sales. Once women were more independent and self-sufficient, kitchen wares and home decor moved swiftly into jewelry and clothing parties with incentives for members to host and recruit hostesses.

Lately, a new home-buying trend has occurred with online retail behavior studies finding that shoppers tend to spend more after having a few drinks. Following escalating sales, and increased returns purchased at certain hours of the day, retailers soon became aware that this increased traffic, higher cart dollar per checkout, and increased return percentage had a pattern.

Ebay reports that its sales are highest from 6:30 pm to 10:30 pm, when people are off the road and winding down their days with a drink or two. Gilt Groupe , an online retailer, is taking advantage of the post-bar mood and will be increasing its sales promotions after 9 pm Executives from both companies replied “absolutely” when asked if alcohol was a factor in increasing sales . The “Martini Syndrome,” the situation where people look more attractive and desirable as a night of alcohol consumption progresses, may be true for clothing and shoes as well.

Sources: telegraph.com, nymag,com


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