People are shopping like nobody’s business,” marvels Sherri McMullen. As the owner of McMullen, the buzzy Oakland, California, boutique, she would know. Her clients, she says, “are redoing their entire wardrobes.” Refrains she’s heard lately: “‘I don’t want anything in my closet’; ‘I want to redo everything’; ‘Everything’s too dark.’” “Whatever they were experiencing last year,” she says of her customers, “they want to feel the opposite way. Comfort dressing isn’t a big part of it.
Can you blame them? Lockdown has driven a spate of “revenge shopping,” a phenomenon that was first observed in China following the end of quarantine and has now spread across a world reeling from the losses of the pandemic. Customers are making up for lost time, lost events, lost flaunting-it opportunities. Shopping, usually a joyous activity, is driven here by a kind of mania, and perhaps even grief.
We’re all imagining ourselves to be post-metamorphosis butterflies, with brand-new wardrobes instead of wings. And Currid-Halkett doesn’t discount the emotional impact of adopting a new look. People, she says, “haven’t even had the natural social affirmation of walking into a restaurant and feeling attractive and alive.” A surge of splurging is understandable after 18 months of uncertainty and isolation.
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