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What is shopping? It’s a simple thing, just an act or occasion of visiting the shops to buy things. But for many people it has become hobby or a social ritual. Meet up with your friends, check out the shops, try on the clothes, have a burger for lunch. In short, hang around in positive-feeling, exciting environments in which you feel at home. People often think how and where to spend their money. This means that shop owners need to use a number of techniques to attract shoppers inside their shops. Outside the shop, the window display is like a huge advert. The psychologists apply a "25 metre rule" to shop windows. If shoppers are further away than 25 metres, they won't notice the window display or be drawn to the shop. Any closer and shoppers may already be look¬ing at another shop window. If shops play music and have lights like a club, shoppers will be temped into the shop.
So, psychologists and designers have worked together with the shopping industry to create a comfortable, attractive shopping environment.
When we are going shopping there are many kinds of shops at our disposal. But most of them have a food supermarket and de¬partment store, men's and women's clothing stores, a grocery.
The best place to do shopping is in a supermarket. They sell various goods under one roof and this is very convenient. Be¬sides, the supermarket has many self-service counters where you can choose what you like and take it off the counter with your own hands. Usually you take a basket at the entrance and go inside. In a food supermarket we can buy many things at once: cereals, flour, sugar, macaroni, salt, spices at the grocer's; fish, caviar, herring and all other sea products at the fishmonger's; at the butcher's you are offered a wide choice of meat and poultry; at the bakery we buy brown and white bread, rolls, biscuits; we choose something sweet at the confectionaries; milk, sour cream, yoghurt at the diary; sausage and cheese at the delicatessen. Su¬permarkets now offer you much frozen and ready-made food for microwave and tasty salads and fruits at the fruiterer's.
A supermarket also usually has a special department selling all kinds of household, like soaps, sponges, detergents, toothpaste, toothbrushes, crockery and so on.
A department store is composed of many departments: ready-made clothes, fabrics, shoes, sports goods, toys, electric applianc¬es, cosmetics, linen, curtains, cameras, records, jewellery, hosiery... In women's clothing department we can find dresses, costumes, blouses, skirts, coats, beautiful underwear and many other things. In the men's clothing department we can choose suits, trousers, overcoats, ties, etc. We buy sweaters, cardigans, woolen jackets in the knitwear, in the perfumery you can be offered face cream and powder, lipstick, lotions and shampoos.
The method of shopping may vary. It may be a self-service shop where the customer goes from counter to counter selecting and putting into a basket what he wishes to buy. Then he takes the basket to the check-out counter, where the prices of the pur¬chases are added up. If it is not a self-service shop, then the shop assistant helps the customer in finding what he wants. You pay money to the cashier and get your change.