Can shopping make someone happier? While we all acknowledge that money can’t buy happiness, we know that some people find the experience of purchasing something to be relaxing and enjoyable. In fact, shopping does sometimes release dopamine, a neurotransmitter associated with pleasure and reward.

This is not always the case, of course. Shopping to fulfill everyday needs is not usually all that enjoyable. (Although I was surprised to find in a casual survey of my Facebook friends during the early weeks of the pandemic that “buying groceries in person” was one of the activities most mentioned as what they most missed – aside from seeing friends and family.) We have all had encounters in stores and online that we would definitely not describe as fun.

But browsing, interacting with a friendly person, and then selecting something to buy have the potential to be very pleasant experiences. If nothing else, visiting an engaging and interesting store can serve as a distraction from the cares of the world. Shopping allows people a chance to focus for a little while on something other than the stress and negative emotions in their lives.

How to we make sure that our store environment and experience are relaxing and enjoyable? Try walking in your front door to see what greets your customers. Do you feel safe and welcome? Are the displays attractive and inviting? Life can be chaotic, so you want your store layout to be logical and inviting. 

Price points are also a factor in providing opportunities for retail therapy. Indulgences such as chocolates or bath and body products should include some options that would be considered affordable in your market.  You want your customers to be able to buy something nice for themselves as a well-deserved treat.

Shopping can also be a creative outlet for those wanting to express their personal style.  Offering vignettes of how your products can be used, or fashioned together, will spark creativity in some of your customers. The neurotransmitter dopamine also comes in to play in making a connection between creativity and pleasure.

We often see groups of friends or family members in our store together, and the joy of shopping as a social activity is clearly one of the main draws for visiting an independent retail store. Personal interaction with sales staff can also help provide a sense of connection. The fact that the average American adult spends almost seven hours a day on screens highlights the importance of actually talking with someone.

Most of us sell many products that would be considered non-essential, so we count on the desire to have a good experience as being one of the motivations for customers coming to shop. Retailing isn’t just about selling things – it can also be a way to uplift, inspire, and bring some happiness into the lives of those who choose to shop with us.

Happy Retailing,
Carol “Orange” Schroeder