Window shopping, sometimes called browsing, refers to an activity in which a consumer browses through or examines a store's merchandise as a form of leisure or external search behaviour without a current intent to buy. Depending on the individual, window shopping can be a pastime or be used to obtain information about a product's development, brand differences, or sale prices.[1]
The development of window shopping, as a form of recreation, is strongly associated with the rise of the middle classes in 17th and 18th century Europe. Glazing was a central feature of the grand shopping arcades that spread across Europe, from the late 18th century. Promenading in these arcades became a popular 19th-century pastime for the emerging middle classes.
Traditionally, window shopping involves visiting a brick-and-mortar store to examine the goods on display, but it is also done online in recent times due to the availability of the internet and e-commerce. A person who engages in window shopping is known as a window shopper.
- ^ Bloch, P.; Richins, M. (1983). "Shopping without purchase: An investigation of consumer browsing behaviour". In Bagozzi, R; Tybout, A (eds.). Advances in consumer. Vol. 11. Provo, UT: Association for consumer research. pp. 389–393.