Primal instincts are running wild on the high street as female Brits take on a new, animalistic approach to shopping.
With traits closely resembling how animals hunt their prey in the wild, new research from leading high street retailer TK Maxx, reveals the recession has bred a new species of female shoppers The Hunter-Gatheristas.
In the current economic climate, shopping is fast becoming a survival of the fittest – nearly a quarter of 18-24 year old women have confessed to secretly competing with friends as they scramble to stay ahead of the fashion pack and satiate their appetite for a bargain.
Behavioural psychologist Donna Dawson explains: “The recession has forced consumers to adapt the way they purchase in order to ‘survive’ – it’s no surprise that women have responded positively by seeing this as a hunt or a challenge; they are reverting to their primal instincts to ensure they get their prey. The research proves our brain’s reward system now focuses on searching out bargains with nearly half of us only feeling a sense of achievement once their ‘hunt’ is successful.”
The findings revealed 81 per cent of British women – the new Hunter-Gatheristas - now plan their shopping trips with military precision; preparing which shops they’ll attack in advance by trawling websites and blogs and tearing out items they want to buy from fashion magazines.
So serious are they about their mission that nearly two-thirds boast of rarely failing to secure what they set out to buy.
Whist female shoppers are becoming more selective with their purchasing - over a third only ‘hunt’ once every few months now – the High Street remains the natural habitat for The Hunter-Gatheristas and almost half take great pleasure in showing off their latest purchases to friends.
Helen Gunter at TK Maxx, comments: “In the current climate, it’s clear that shoppers are carefully planning their purchase decisions and enjoying the thrill of hunting down those unique bargains. We know the high street is highly competitive and this research tells us that today’s discerning consumers are on the hunt for good quality at great values along with the ability to find something a little bit unique that defines their own individual style.”
TK Maxx Shopper Profiles:
The ‘Hunter Gatherista’
- Plans shopping trips with military precision and detail (81 per cent )
- Bargain Hunter – craves the adrenaline and thrill of uncovering a bargain (49 per cent)
- Likes foraging for items
- Competitive – wants to come away with the best ‘loot’ and boast to friends (49 per cent)
The ‘Lone Wolf’
- Woman on a mission – nothing will get in her way when it comes to getting what she’s after (54 per cent)
- Independent – doesn’t follow the pack, creates their own style (83 per cent)
- Views shopping as a ‘secret mission’ – doesn’t invite friends to make sure she snaps up the best bargains (54 per cent)
- Often sly/unwilling to give away details of where they get their purchases from to avoid being copied (40 per cent)
The ‘Pack Hunter’
Good boy, Russell! Hardman actor Crowe carries the shopping during outing with wife - Daily Mail
By Mike Larkin
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It seems there is one person Russell Crowe is afraid to stand up to.
For the hardman actor was smart enough to do his duty by carrying the shopping during an outing with his wife in Beverly Hills today.
And while he did not look particularly pleased about doing the chore, the canny Robin Hood star realised the alternative was far more terrifying.
Bag carrier: Hardman actor Russell Crowe was smart enough to hold the shopping on a trip to Beverly Hills with his wife today
The volatile 48-year-old actor, who was infamously parodied in the Russell Crowe Fighting Round The World sketch on South Park, managed to hold his temper while his wife ran up her credit card bill.
However the superfit Gladiator favourite eventually got his reward, as he was able to stop and enjoy a cigarette after he had carried out his duty.
It seems a smoke is one of his few indulgences nowadays, as he has gone from chunky to hunky thanks to a gruelling exercise regime.
The New Zealand born star has even been trying to inspire his fans to do likewise by sharing his secrets for looking on Twitter.
Cracking the whip: While Danielle enjoyed the attraction of Beverly Hills' chic shops Russell dutifully followed behind
Romper stomper: Russell was certainly getting plenty of exercise as he padded around in his flip flops
A well earned puff: His wife briefly let him off the leash long enough so he could indulge in a cigarette
The star is constantly tweeting about his yomping antics, letting his supporters know how many times he was went for a walk, and for how long.
The father-of-two is not beating around the bush when it comes to his regime, as he is also spending time at the gym and on his mountain bike.
It is not the first time the pair have been seen together this week, for Australia's Dancing With The Stars runner-up Danielle Spencer went for a stroll with her A-lister husband on Thursday.
Athletic couple: Russell Crowe took wife Danielle Spencer for a walk in Beverly Hills after she arrived from Australia with their two sons
Just a few hours earlier, the star was seen smiling broadly as he picked up his other half and their two children at the Los Angeles airport
Danielle had been in Australia competing on DWTS and visiting her family.
The 43-year-old had a great run on the show and was runner-up with partner Damian Whitewood.
For their walk, Russell kept on the same black T-shirt with a horse logo and trainers. He changed his jeans for a pair of comfortable Adidas walking shorts.
Sweet nothings: Russell held Danielle close as he whispered in her ear
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