While strolling around the shops used to be considered a sociable and enjoyable activity, it is increasingly being perceived as a tedious chore today. The GDI study reveals that a growing number of people in Germany no longer regard shopping as an enjoyable leisure activity. Time-related stress and a change in attitudes towards consumption are key factors. Enjoyment of traditional shopping is on a rapid decline in both countries.
Shopping vs. work
A clear trend is particularly evident in Germany: 34% of survey participants would prefer not to spend any time shopping at all, compared to 26% in Switzerland. The German population favours shopping (ranked 15th out of the 18 most popular activities) over paid work (17th place), while the Swiss tend to prefer paid work (15th place) to shopping (16th place).
Gender differences
Many of our German neighbours have found shopping less enjoyable over the past five years (41%) - only 14% say they find it more enjoyable today. In Switzerland, the same trend emerges, but at a much lower level (less enjoyable: 29% vs. more enjoyable: 19%). In Switzerland, women (115.6 minutes per week) and men (115 minutes) spend roughly the same amount of time shopping. In Germany, the gender differences are more clearly evident. German women (121 minutes) spend around 9 minutes more time shopping per week than German men.
Four ways out of the lack of enjoyment and purpose crisis
To make shopping more appealing for customers again, GDI researchers believe retailers must apply the four Ps principle: shopping has to be faster (promptness), closer (proximity), more attractive (pleasure) and more meaningful (purpose). Retailers need to give people back their time and help their customers to organise their time better. To be financially successful today, companies must enable their customers to shop quickly and efficiently and ensure time spent shopping is perceived as a pleasant and meaningful experience.
The study “Ausgebummelt: Wege des Handels aus der Spass- und Sinnkrise - Deutschland-Edition” (Going Shopping is Dead. How to Restore Meaning and Fun in Retail) is available to download free of charge at gdi.ch/retail-deutschland The full study, including an analysis of Switzerland, can be downloaded at gdi.ch/retail-studie.
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