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Rollicking shopaholics

Showroom owners in city cannot stop smiling at the welcome trend of people opting for latest fashions, says HARJEET KAUR ALLAGH

LAP IT UP As far as shopping is concerned, being avaricious is the in thing

`Let's go shopping' is probably the most commonly expression used by a breed of men and women -- the shopaholics. A result of new materialistic and nouveau riche society, this tribe of human race believes in shopping for the heck of it or views it as a delightful means to beat boredom. The reasons for indulging in compulsive shopping may vary from person to person. For the younger lot, it could be the peer pressure, while the older generation seem to be keen on keeping up with the Joneses. Vandana, a mother of three, says: "My children have grown up and they barely need my attention now, while my husband is busy consolidating his business empire. When I feel bored of the daily routine, I plunge into a shopping binge. After spending a fat packet, I feel a sense of euphoria!' Not too long ago people lived frugally by spending thriftily. Not any more. The current mantra is `live in the present, for the future is unseen.'

Social factors

Bindiya of Ikon, an electronics showroom in the city remarks: "Commercial boom and media exposure has sent people shopping for things that they don't even need. There are many customers who walk in for window shopping and return with multiple purchases." The current scenario can be attributed to many cultural and social factors. Compulsive shopping is also known as Oniomania, which can be devastating, not only financially but also mentally and emotionally. People suffering with this syndrome usually carry multiple credit cards and run up huge bills, which they find it difficult to pay later. Many youngsters from double income families land into the grip of this syndrome.

Neha Jain is an aspiring radio jockey. "I like to associate myself with the latest trends in the market. I thus, have little choice but to shop till I drop!" she says with an impish smile.

For Harika and Sravani, Besant Road is the place to hang out. "Buying small things like imitation jewellery or hair bands and stuffgives us a high," says Sravani, looking at the nodding Harika.

The latter's mother, Sujata, is yet another compulsive shopper. "It's great fun to shop for saris, as I love to choose my favourites from the myriad colours available" For Nalini, a mother of two young daughters, shopping is an exhilarating experience.

"I am busy collecting jewellery for my daughters' trousseau, as I'll have to get them married off soon," she says narrating how pleasurable the shopping sprees are when she accompanies their cousins. Men, who usually crib about how women spend a lot of money on their wardrobe and jewellery, simply don't realise how much they burn up for equipping themselves with the latest gizmos and gadgets.

They also seem to be unaware of the emerging genre that makes no bones about being choosy in selection of their wardrobe. Romit, a B.Com student, flaunts with pride his collection of garments and shoes. "I have an outfit for every occasion with watches and shoes to match." Srikaanth gets bored of the same stuff and changes even his mobile phone every month to replace it with a new model"We have only one life and nobody knows how long it will last. So, I try to make the most of it by shopping to my heart's content when I travel around places," says Ravi Teja.

The city is turning into a commercial hub and most branded showrooms and malls are vying with one another for a piece in the cake.

Bo Derek, the knockout beauty, had rightly said: "Whoever said money can't buy happiness didn't know where to go shopping."

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