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Recreational shoppers shop for fun

STEVENS, Pa., Jan. 1 (UPI) -- U.S. adults who like to shop -- recreational shoppers -- shop for fun, shop more often and spend more money, according to research by Unity Marketing.

"The key for success in retailing today is to understand what makes shopping fun and then make sure the entire shopping experience is designed to maximize the shoppers' pleasure," says Pam Danziger, president of Unity Marketing.

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"Recreational shoppers are not so much motivated by sales and discounts as by value," Danziger said. "A better shopping experience, not just cheaper prices, is the answer."

Recreational shoppers average 14.5 shopping trips per month -- 9.6 for necessities and 4.9 for fun -- as compared with 9.4 shopping trips for the ordinary shopper. Recreational shoppers spend 60 percent more per month when shopping for fun: $408 as compared with $241 for ordinary shoppers.

Difference in income is not a factor behind recreational shoppers. The average household annual income of recreational shoppers was $113,000 -- only 4 percent higher than the ordinary shoppers at $108,000.

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