DAVIDOWITZ: They serve you warm cookies

Tired and Holding Purses

PROFFITT: James is probably a typical non shopping companion, a man who views a trip to the mall as about as attractive as being invited to an IRS audit. While James prefers to hang around outside, others are more accommodating to their partners and actually venture inside the stores.

Those would canada goose jacket outlet include our resident humorist, Brian Unger, canada https://www.baertakreation.de goose outlet jackets who’s often subjected to a humiliating ritual, being forced to hold his companion’s purse while she tries on a few new frocks.

BRIAN UNGER: canada goose outlet toronto factory I say don’t do this. She hands me her leather bag, and I stand there holding this really delicate purse. canada goose clearance That’s the part that’s so emasculating.

PROFFITT: Hold that image in your head for a moment: Brian sitting uncomfortably outside canada goose outlet online the dressing room holding a handbag. Keep it there. We’ll get back to canada goose outlet uk sale it in a moment.

Now, it turns out canada goose black friday sale that retailers are acutely aware of the non canada goose outlet shop shopping companion, even though insiders say there isn’t any specific terminology associated with the Jameses and Brians.

But smart retailers understand that the presumably non shopping half of a couple in a store is actually an important part of the shopper’s buying and spending decisions.

Howard canada goose outlet uk Davidowitz is a canada goose outlet sale retailing consultant based in New York.

Mr. HOWARD DAVIDOWITZ (Retail Consultant): Men tend to spend more than women to start canada goose factory sale with. So if they’re along on the trip, as a store you’re going to do much better. Retailers are quite aware of this.

PROFFITT: Even the least progressive of retailers knows enough to put a few comfortable chairs in the area outside cheap canada goose the women’s dressing rooms.

Mr. DAVIDOWITZ: I think if canada goose outlet canada those chairs weren’t there, that would be a problem.

PROFFITT: Davidowitz says some stores do a good deal more. He points to Mitchell’s, a specialty retailer in Connecticut. Among the creature comforts it offers the non shopping companion: TV monitors tuned to sports broadcasts or financial channels.

Mr. DAVIDOWITZ: They serve you warm cookies, and good ones; cappuccino. You sit in a beautiful chair. They take care of you. Mitchell’s does everything.

PROFFITT: Jack Mitchell, whose parents founded the stores, says they also provide places canada goose outlet reviews for kids to play while parents shop and encourage companions to join their partners in the Canada Goose Jackets fitting rooms.

Mr. JACK MITCHELL (Mitchell’s Specialty Store): We want them to leave official canada goose outlet with them both saying wow, this is a store that really, you know, that cares about me as real people.

PROFFITT: Real people like Brian Unger. Okay now, remember Brian holding the purse, mortified. First, he’ll earn his trust. Then

Mr. MITCHELL: I would certainly say, would you like me to take that for you? I’d be happy to put it in our safe or put it in a very safe spot while you can feel comfortable here. Here’s the New York Times for you to read.

PROFFITT: canada goose coats And, notes Jack Mitchell, Canada Goose Outlet that little service could very well turn Brian Unger into a loyal customer.

PROFFITT: Or, at the very least, someone who might be a little less reluctant the next time he hears:

Unidentified Woman: Honey, do you want to go to the mall today?

PROFFITT: Steve Proffitt, NPR News.

NPR transcripts are created on a rush deadline by Verb8tm, Inc., an Canada Goose online NPR contractor, and produced using a proprietary transcription process developed with NPR. This cheap canada goose text may not be in its final canada goose coats on sale form and may be updated or revised in the future. Accuracy and availability may vary.

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