A recent retail audit by research house Shopping Behaviour Xplained claims that shoppers are now leisure- rather than time-starved.
Managing director Phillip Adcock said the term referred to 'a state in which shoppers are so busy living that they forget to live. What they crave is the odd pleasurable interruption to the everyday routine of life.'
Adcock contrasted shopping missions for washing powder and a visit to a cosmetics counter. In the former case the average selection time is 7 seconds, while the latter means shoppers want 'a moment of pleasure'.
However, he added that many retailers continue to display contrasting products in the same way, leading to a possible loss of sales.