Feb 4, 2009

Shopaholics will be shopaholicsBy Christopher MutherBoston.com

The idea of a movie called “Confessions of a Shopaholic” arriving in multiplexes at a time when Americans are dramatically cutting back may sound like a recipe for an empty theater. But don’t tell that to the shopaholics who refuse to stop window shopping and bargain hunting, no matter how high the unemployment rate or how low their 401(k). They can still relate to a love of shopping, even in the bleakest of times.

“I know I shouldn’t be shopping,” said 27-year-old Bethany Smith as she strolled through the Shops at the Prudential Center last week, arms heavy with shopping bags. “But it’s a pick-me-up. I feel good when I buy myself a little something. I was laid off before Christmas. I definitely need a pick-me-up.”

They may not be thousands of dollars in debt like the protagonist of “Confessions,” which hits theaters next week, but hard-core shoppers like Smith are not giving up their retail therapy. Despite an economy that’s on life support and a consumer confidence index that is about as stable as a jellyfish, some shoppers have yet to abandon their favorite boutiques and department stores.

“Retail therapy is still alive and kicking,” says Paco Underhill, an expert on retail and the author of books such as “Why We Buy: The Science of Shopping” and “The Call of the Mall.” “There are a number of well-adjusted folks who continue to seek shopping as a way to reduce their stress. And that’s not going to stop.”

Shoppers may be cutting back, but you’ll still find die-hard shopaholics in the stores, prowling for bargains or spritzing themselves with expensive perfumes at the cosmetics counter.

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