How Shopping Brings Us Together

It is that time of year – in the Southern hemisphere, at least – when Christmas markets and craft festivals abound.

I have always loved a good festival. More often than not, those I’ve attended have been held in the fresh air, with grass to sit on and trees for shade. Frequently there is live music playing, children covered in face paint, and a variety of food to choose from. And of course, there are the market stalls. Rows of tables or tents filled with colorful and often homemade wares that satisfy my bowerbird tendencies.

This past weekend, as we roamed amongst the stalls, I couldn’t help but notice the sense of community. It was there when we bumped into friends from a neighboring suburb and when my son spied children from his daycare. I felt it as we chatted with strangers waiting for food and bought a raffle ticket supporting the local primary school.

This is most definitely my preferred way to shop for Christmas. I find it much more enjoyable than the chaos that surrounds our large shopping mall and the frenetic energy that can accompany Christmas-time purchasing.

As is often the case, I found myself reflecting on my own research and the finding that high quality retail environments are associated with a stronger sense of community (Francis et. al., 2012). Quality was measured by rating feelings of friendliness, comfort and safety, as well as physical considerations such as adequate seating and well-maintained surroundings.

Other researchers have also argued that neighborhoods containing a traditional layout, with a main street and branching stores, create a greater sense of community than the large shopping malls that dominate many of our cities (Lund, 2002).

Indeed, for many people, shopping is as much about the experience as the acquisition of products. When asked to describe their ideal grocery store, participants in one focus group prioritized décor and atmosphere (e.g., music, lighting and spaciousness) over the products that were available (Geuens et. al., 2003).

It appears that the reason behind a shopping trip influences how the quality of the environment affects us, with shop décor having a greater impact on people visiting for social or recreational purposes, rather than necessary or utilitarian trips (Bellenger & Korgaonkar, 1980). I must admit that when I’m in pursuit of a specific gift I’m not as focused on how many seats are available or how clean the restrooms are. However, I’m also less inclined to linger, interact with others, or make additional impulse purchases – an observation also borne out by research (Donovan et. al., 1994).

I will undoubtedly be making last minute shopping trips in the lead up to Christmas. As with previous years, I’m sure I will be grateful for the convenience afforded by my local shopping mall, particularly its late night operating hours and stores in close proximity.

However, I can’t imagine that I will experience the same sense of community I felt at the local fair this past weekend. It was a wonderful welcome to the festive season.

References

Francis, J., Giles-Corti, B., Wood, L., Knuiman, M. 2012. Creating sense of community: The role of public space, Journal of Environmental Psychology, 32: 401-409.

Lund, H. 2002. Pedestrian environments and sense of community. Journal of Planning Education and Research, 21, 301-312.

Geuens, M., Brengman, M., & S'Jegers, R. 2003. Food retailing, now and in the future. A consumer perspective. Journal of Retailing and Consumer Services, 10, 241-251.

Bellenger, D. N., & Korgaonkar, P. K. 1980. Profiling the recreational shopper. Journal of Retailing, 56, 77-92.

Donovan, R.J., Rossiter, J.R., Marcoolyn, G. and Nesdale, A. 1994. Store atmosphere and purchasing behavior, Journal of Retailing, 70(3): 283-294.

Photo credits

Image 1 courtesy of Gridley Homestead

Image 2 courtesy of digitalart / FreeDigitalPhotos.net