Women refuse to tell friends where they find fashion bargains – in case they steal their style
18:51 GMT, 26 July 2012
Almost a third of British women keep tight-lipped about where they find fashion bargains online, a new survey reveals.
Despite the rise of ‘social shopping’ – the sharing of online purchases and promotions through social networks – 31 per cent of women refuse to pass on good deals to friends and family.
Within that group, 57 per cent will deliberately refrain from tweeting or ‘liking’ a new fashion purchase on Facebook while 44 per cent won’t share a ‘hot’ web link – even when asked specifically for recommendations.
Shhh! Women are reluctant to tell friends where they purchased their best bargains – in case the pal goes out to buy the same thing
The main reason for 'anti-social' shopping is the fear of a friend or colleague buying the same dress or accessory (63 per cent), followed by the 'buzz' of knowing something other people don’t (27 per cent).
One in 10 respondents, meanwhile, are wary of revealing their favourite bargain fashion sites in case increasing popularity leads to higher prices.
But the survey into UK social shopping habits also found that when it comes to bigger retail brands such as ASOS, New Look, and Lipsy, women are more likely to share their purchases with others – because the sites are already well-known.
Online women’s fashion retailer Lovarni.com, which polled 2,000 of its customers, says that the findings show that despite living in an 'age of interconnectivity' some women still love keeping fashion secrets to themselves.
Company founder Charlotte Webb said: 'There’s clearly a thrill in knowing where to find and buy the best bargains, especially when times are hard like now.
'But despite the drive among retailers to encourage shoppers to share bargain buys with friends across social networks, a significant percentage of women resist because of the perceived advantages of keeping their shopping destinations secret.
I'm smiling, but I hate you right now: Despite the rise of 'social shopping' a third of women refuse to pass on good deals to friends and family
'This tactic works best with smaller retailers as they often have the best bargains and are less well-known. Larger websites are probably already on most women’s ‘favourites’ list, so there’s no point in trying to hide them from others.'
The UK now leads the way when it comes to online shopping.
Brits spent a staggering 68.2 billion over the internet last year – an increase of almost 10 billion on 2010 – according to web retailers trade body IMRG.
This figure is twice the average of other countries such as the US, Germany, and France, and is predicted to rise by a further 14 per cent across 2012.
The hunt for bargains seems to be one of the biggest factors in the growth of online shopping, with a recent report by leading digital consultancy Logan Tod & Co finding that almost half of shoppers (48 per cent) were motivated by money-saving offers.
The survey by Lovarni found that more than half of respondents (54 per cent) regularly surf the web to find discount clothing.
Over two-thirds (69 per cent) said they were happy to share bargains with friends, with a further 47 per cent believing it 'enriched' the shopping experience.
Charlotte Webb of Lovarni added: 'Online shopping is booming thanks to the many sites that sell High Street fashion for less, and with the rise of mobile internet-enabled devices this trend is only going to increase.
'Though the survey shows that a minority of women might be reluctant to share their best buys with others, the vast majority find being a social shopper is far more enjoyable.'