Stress Buster: It’s the season of internet sales

Come 2015, it turns out the Indian shopper couldn’t care less about being entertained in this way — not only has his concept of recreation changed, his cost consciousness quotient is also much higher. This explains the full-page Amazon ads that have been flooding newspapers lately with the clear, straightforward pitch: “Prices that make you dance”.

There’s some happiness involved in desiring goodies but there’s pure, unadulterated joy in acquiring them at throwaway prices. India’s e-commerce websites have exposed us to so many new, smaller and creative manufacturers who would never be able to afford shops in malls or high streets. How, as a new mother, am I supposed to resist a miniature replica of Audrey Hepburn’s black dress from Breakfast at Tiffany, complete with gloves and pearls to match? Especially when it magically pops up on any site I open with the enticing information: “The item you viewed is now at half price.”

I find it hard to believe that the 30 million online shoppers in India really need everything they buy. More likely, for this new generation of net-savvy youngsters, browsing is entertainment. Comparing prices and researching products, reading reviews is wholly absorbing, and an integral part of the process of delightful procurement. Much like a previous generation’s idea of fun was strolling down high streets or malls, occasionally entering shops and trying stuff on. I’m reminded of the line from the endearing book Confessions of a Shopoholic, an ode to compulsive buying, “You can always find something you want.”

Shopping is a pleasurable pastime and like social media, it’s an option available 24 hours a day. We will tire of it, of course. But till the next big thing comes along, shopping is much more than a mere transaction, almost a thrilling end in itself.
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