Creating memories and bonding through competitive shopping for bridal gowns

Purpose: The purpose of this research is to explore the experiences of women who participated in a competitive retail shopping event. Design/methodology/approach: The grounded theory approach was used. Findings: Interpretations of the data suggest that female consumers use competitive shopping events to facilitate interpersonal bonding and create meaningful memories. Findings also reveal that female consumers value memorable retail experiences, particularly when they are contextualized by important cultural conditions. Research limitations/implications: The study focused on one competitive shopping event and informants were exclusively women in the USA. The results imply that competitive retail shopping experiences can be important events in the lives of those involved, especially if they have cultural importance. Practical implications: It is important for retail managers to understand the impact shopping experiences may have on customers. This paper’s findings suggest that retailers may be able to help facilitate memorable experiences by creating an environment for shoppers to bond with their shopping companions. Creating a competitive atmosphere that is enjoyable and special is one such environment. The findings are based on a focal product (wedding gown) that has symbolic importance in the lives of the women involved. Social implications: This study highlights the social value of shopping for women, particularly as it relates to a ritualistic event (marriage and weddings). Originality/value: This research is one of the first to specifically analyze the competitive nuances of special retail events. It uncovers a critical benefit to the people who participate in consumer competition.