Photo by CN Digital StudioHas this ever happened to you: A few days after a particularly boozy girls-night-out, you come home from work to find a large delivery from, oh, Net-a-Porter or ASOS.com at your doorstep-but you can't, for the life of you, remember placing the order? Hm, this has, ahem, never happened to me, nope, never-I've never accidentally spent $400 on a Dolce & Gabbana cashmere sweater (hey, it was on sale-even in a tipsy state, I browse the clearance section first...). Anyway, if you've ever drank-and-shopped, you're not alone-plenty of people hit up e-commerce stores after a couple of cocktails, and retailers are starting to notice.
Today's New York Times talks to online, television, and brick-and-mortar stores that have seen a surge in late-night purchasing-and are subtly adjusting their evening sales and offers to attract those particular customers. Kind of.
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"For reasons of propriety, [retailers] do not want to be seen as encouraging drunken shopping," the Times reports, "and many people who inadvertently buy products in that state would most likely return them at high rates." Still, stores are "adjusting their promotions" based on overall numbers, "anecdotal evidence and traffic patterns."
"Post-bar, inhibitions can be impacted, and that can cause shopping, and hopefully healthy impulse buying," Gilt Groupe President Andy Page told the paper. Gilt has added sales that start at 9 p.m., the Times says-"the respond to high traffic then-perhaps some of it by shoppers under the influence."
And it's not just e-commerce that's seeing the post-cocktail-hour-boon-"Call them girl treats-they seem to attract a really strong following once you get past dinnertime," said Doug Rose, a senior VP at QVC. "You can probably come to your own conclusion as to what's motivating her."
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And brick-and-mortar stores aren't immune either-though inebriated customers trying to shop in real life seem to suffer far more publicly embarrassing consequences:On Thanksgiving night around 11 p.m., a shopper at a Walmart in Florence, Ala., was stumbling in the aisles and grabbing onto items; police officers shot him with a stun gun and charged him with public intoxication. At a Best Buy in Lufkin, Tex., a drunken man disappeared into a bathroom around 4 a.m. on Black Friday and tried to flush a cable down the toilet, apparently to avoid being caught shoplifting.
So yeah, there you go. The lesson here seems to be: If you come home after cocktail hour and want go shopping, maybe do so in the privacy of your own home-and with an e-commerce site that has a lenient return policy.
Have you ever drunk-shopped? What did you buy? Did you return it? Tell us in the comments!
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