Women's shopping skills found to peak at age 57

Tuesday, 02 October 2012

Women don’t get the hang of clothes shopping until they reach the age of 57, it has been revealed.

According to a report, it takes around 40 years of trawling stores before women  discover what truly suits them and learn how to barter if needed.

It also emerged that the mid-fifties is the point at which we start to feel confident in the clothes we buy, are unlikely to return items back to the shop and expect compliments about what we’re wearing.

Unlike younger age groups, women over 50 only need to try on a few items of clothing or pairs of shoes before deciding on what to buy.

The study also found the expert silver shopper enjoys retail therapy once a month, with 43% describing their shopping trip as ‘well thought out’.

Niki Blackmore, spokeswoman for MyHighSt which conducted the study of 2,000 women, said:

”This report is a clear indication that it takes a considerable amount of time before women really start to know what they are looking for when going clothes shopping.

”The previous forty or so years are spent working out what clothes are the right fit, deciding whether to shop online or in store, and taking advice from family and friends.

”But once in their mid-fifties, ladies start making their own minds up about clothing, and become cleverer at selecting the right shapes and sizes.

”And with age comes confidence, as older respondents have come to accept their body shapes and are able to shop and dress with self-assurance”.

The survey also revealed nine out of ten women in their mid-fifties believe they get good value for money every time they shop, and one quarter think nothing of discussing the possibility of a price reduction with staff.

In fact

• Around eight out of ten in this age group consider themselves to be great bargain hunters, able to seek out the best buys wherever they go;
   
• A further six in ten will always conduct research online before considering buying anything;
   
• A quarter of this age group are now purchasing the majority of their clothes from websites.

Eight in ten ladies think they now know what suits them when it comes to buying clothes, and consequently, 97% usually feel nice in what they have bought.

Interestingly, by the age of 57, women buy the majority of their wardrobes in just two or three shops after being familiar with the sizing and product offering.

Women are modest with their spending habits, splashing out just £45.63 during their once-a-month shopping trip, and once items are bought, they are rarely returned to the shop – ladies estimate they might take back just one or two outfits out of every 20 bought.

Women aged 57 are also more likely to have worn most of the items in their wardrobe – with the average person claiming to have just four unworn items.

Niki Blackmore added:

”Women aged 57 might not spend an awful lot of money on clothes, but they do put a lot of thought into what they are buying and there are far less frivolous purchases by this age.

”This survey shows shopping for clothes is all about knowledge – the ability to recognise where to shop, what to shop for, and what looks good.

”It’s also having that confidence to ask for a reduction if the price isn’t right, hunt out bargains rather than settle for the first thing you see and shop around.

”All these concepts are perhaps why more and more ladies of a certain age are going online to seek out fashion items, either to research or buy them.

”The great news is that here we have a generation of women who are sassy, savvy and sensible when it comes to clothes shopping”.  

Jacqui Ramsey, Mature Times fashion editor says:

"The Findings in this report come as no surprise to me.  Women are certainly more shopping savvy by the time they reach their 50s. Most will have made all their mistakes – the impulse buys, the unflattering or inappropriate purchases. Just like any other area in our lives ‘practice makes perfect’ and experience gained shows in confident clothes choices.  

The over 50s understand that time and money are precious and the internet is a boon in carrying out research on styles and trends and their favourite shop's stock before heading for the high street. Going online is a great for making price comparisons and checking out special offers too - and all done whilst sipping a nice cup of tea and nibbling a slice of cake. Now that's what I call smart shopping!"