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Dorothee is a modern shopper who knows what they want and is not afraid to work for it. A social shopper who loves going with friends, shares finds, and is always hunting for the perfect gift. Leading trendy, enjoys shopping even when it is not necessary, and gladly helps others find what they need. This ‘Dorothee Style Shopper’  keeps up with the trends, wants to see everything, and knows what is new without being told, focusing more on what is 'hot' than what is essential. Once the shopper who came home with bags from every store, she now waits for boxes to arrive at her door, the more the merrier. Driven by style from fashion to home decor, mixing pieced to create a unique wardrobe, adding new decor items to make home spaces their own, and bringing the perfect gift basket to the party filled with personal touches. Never afraid of a good bargain, but will pay for value when it is the perfect item. This shopper has a creative side and they are not afraid to use it from DIY projects to flea market finds and from trendy apparel combinations to red shoes with every outfit. 

Like a pup who knows what they want, Toto embodies the focused shopper. Often on a mission and determined to find it without delay, this shopper dashes straight for the goal and ignores distractions. ‘Toto Style Shoppers'‘ are usually first to grab the latest smart collar, stylish bowl, or nearly indestructible dog toy. They are also single minded, knowing exactly what they want and they seek it for immediate satisfaction. They impatiently wait in line to own the latest smartphone, they are diehard brand loyalists, and changing their mind is rare. Price is usually secondary; they want what they want when they want it. Traditionally this shopper does not shop often, but when they want it, they want it. They tend to shop alone, but are happy to brag about the item(s) purchased. They often don’t see other items around them, they go directly to what they want and make the purchase quickly. 

Tin represents the shopper who buys with heart. They make emotional decisions and often rely on trusted voices to guide them. They love an expert who recommends safer dog food, choose a beach trip because the photos feel right, and look for items with personal meaning that show that the gift came from the heart. ‘Tin Style Shoppers’ favor emotion over logic. Falling in love with an outfit often leads to a purchase. A heartfelt blog about making your cat homemade food can prompt a quick buy of everything needed to start, and a post featuring special gifts for Mother’s Day is very effective. Parcels arrive often, sparked by the latest enticing post, and it does not take much to try the newest gadget if everyone else is buying it. They treasure meaningful finds and often browse antique stores. Once convinced, they are loyal. They will buy the same comfortable socks they worked hard to find with no need to try new ones each time. They love to give unique gifts and often tell a backstory about the gift.

Confident in life but not when shopping, the ‘Lyon Style Shopper’ often hesitates before making a purchase without an authoritative endorsement. Validation and clear instructions from trusted sources are very helpful in combating the fear of being misled or facing unpredictable outcomes. Lyons try to prevent buyer’s remorse by delaying decisions until they feel sure. A little courage is all they need. They wait for an expert to tell them what to do and are careful not to over-research and muddy the water. This shopper often asks “What should I do?” and hesitates to buy anything without an endorsement from experts or other authoritative voices. Many of us enter this style when buying a new television, changing running shoes, or something they have never tried. They rarely purchase trendy home decor or clothing, sticking with what is comfortable. Without encouragement, they default to what they know and often buy the same brand of jeans every time, like a great pair of Levi’s. They love when ‘Dorothee’ shops with them and offers encouragement along the way.

Hutch & Straw represent the shopper who is led by the brain. This shopper heads straight to their favorite search engine to learn everything they can about a product before buying, sometimes researching for days. The need to make the right decision is intense, and no amount of research feels like enough. For the “Hutch & Straw shopper,” the brain comes first, with little reliance on gut feel. They often compare every brand, feature, and price, including shipping and discounts. They read expert opinions and brand materials, but the final choice is made from all the information they gather. In store, this might mean returning half a dozen times before deciding. Many shoppers enter this mode for big ticket items such as a car, bicycle, or adopting a dog; some use it for everything, even turning a pair of jeans into a shopping research project. They enjoy the treasure hunt, whether tracking down an antique car part, visiting many sites to find the best deal, or sitting on many sofas to find the most comfortable one. They shop alone and rarely announce what they purchased.

Glinda represents the shopper who does not pick and choose; they buy everything to cover all bases, with little concern for cost. Many of us slip into this style when starting a new hobby, planning a big trip, or preparing for a wedding. Shopping is a sport to this shopper: they go all out to make wishes come true, buying everything they will need and adding extras that enhance the experience. They often order two or three options and keep them all. When decorating, it is the whole room or the whole house at once, happily letting someone else do the work while they provide the credit card, but want to be kept updated on all the exciting items ‘they’ are purchasing. Glinda has style and often invests in more classic apparel, shoes, and home decor rather than trendy options. When you get a gift from a Glinda, you know it is going to be something pretty special and probably cost a little more than you were expecting. 

Our “Wicked Shopper,” tends to hate shopping and does it only out of necessity. It takes the pressure of having to shop to make it happen, a gift, an event, or a need for a new size. Many of us slip into this mode when swimsuit season arrives. This shopper wants a no-fuss, checklist experience, aims to finish fast, and appreciates clear guidance. They are vocal about their dislike for shopping and engage only when needed, for themselves or others. They often batch purchases, buying a year’s worth of clothing at once or three pairs of the same shoes if they fit. Hate is a strong word, but it sets this buyer apart from the rest with their lack of interest in shopping. Minimalists fall into this category and while they may look like they hate shopping, they are simply committed to buying only what they need. This shopper is often seen shopping the day before Christmas, putting off the inevitable, but somehow they always get the job done.

Munchkins buy out of necessity and often do not have the money to buy a lot. They are often seen placing quick online orders using their phone. Their list is practical, filled with essentials such as groceries, gifts, pet food, school supplies, and the occasional electronics upgrade. Most of us enter this mode for weekly when we have to buy staples and try to stick with what we need and will use. Children and the young at heart fit here too; they may feel they need one of everything, browse widely, and then choose what the budget allows or what parents approve. This shopper may add a few treats, but stays focused on needs and budget. Shopping can feel like a game, from BOGO deals to using online coupons or from watching Black Friday specials to local weekly special. They rarely buy just to buy; they prefer a clear purpose.