The Minimalist Shopper - The Wicked Witch

The Minimalist Shopper is represented by the Wicked Witch of the West.  While the world revolves around buying, trading, replacing, and upgrading, opting out entirely from shopping is not realistic, yet the minimalistic shopper would do so if they could. This shopper buys only what they have to, demands a seamless transactional experience, and wants the shopping event to be over as quickly as possible.  While some minimalistic shoppers don't have time to shop, others choose not to buy much for philosophical reasons, but most simply do not like to shop and they are not afraid to say so.  Allowing others to shop for them is often an option, but they do so kicking and screaming.

For this shopper, every purchase is approached with reluctance and they engage as minimally as possible, often quite vocal about their disdain for the process.   They prefer a no-fuss, checklist-style experience that allows them to get in, get what they need, and get out as quickly as possible. While some shoppers truly dislike the shopping experience, others those who choose not to shop based on a deeply rooted beliefs they are willing to buy second-hand, eco-friendly options, or do without, willing to pay more for the items they do buy.

It could be said that online shopping was a gift to this shopper allowing them to shop anonymously, buy at odd times, and conduct the transaction in record time.  However, the 'flying monkeys,' pop-ups, and digital targeting games frustrate them immediately.  AI guidance may be a welcome technology for some, but the most direct path to finish the buy is ideal. They don’t need a cheerleader and prefer to shop as a guest to avoid follow ups, as they are not looking for a relationship. 

Many of us slip into this shopping profile when we must buy things we don’t enjoy choosing, such as swimsuits, air filters, or underwear.  'Buying swimsuits is the worst!' 

Interestingly, while this shopper dislikes the act of shopping, they often batch their purchases, completing a year’s worth of buying in a single spree just to avoid coming back. Stocking up on the basics, always buying the 'same' black t-shirt, or purchasing three pairs of the same shoes helping them avoid shopping because the process itself feels draining, time-consuming.  Event shopping is a huge driver for this shopper as they don't like to show up to the birthday party, wedding, or Christmas without something in hand, but they may buy it on the way.  They also love when they can contribute to a group gift without having to do the work themselves. 

While many men are happy to brag about their dislike for shopping, allowing others to buy for them, there are still plenty of women that frequently fall into this shopper profile too.  It should also be noted that this shopper often has plenty of discretionary income and do not spend time looking for a bargain or a coupon and rarely respond to a follow up discount email.  True minimalist shoppers buy only what they need and nothing more, but give value to the way something is made, the materials used, and the practices of the manufacturer. 

This shopper is practical, reluctant, and deeply uninterested in the thrill of the buy while they may come across as a 'wicked witch' when it comes to shopping, they don't see it that way.  Marketing to this shopper should be seen more as a service that makes their lives easier and never followed up with relentless marketing messages.  Simply classifying this shopper profile group is a start allowing them to opt out of marketing follow up, letting them choose how they want to be reminded so they don't miss an anniversary, or giving them the option to shop as a guest is the best way to handle this shopper.