Is QVC Portraying Compulsive Shopping as Sexy, Powerful & Glamorous?

On Saturday August 1, Kelly Ripa and husband Mark Consuelos are celebrating the art and glamour of shopping.

According to the Los Angeles Times, shopping is a "national pastime, a form of therapy, a means of self-expression." But the Times also says that "for 1 in 20 Americans, shopping is something darker."

"A study published in the October 2006 issue of the American Journal of Psychiatry found that at some point in the lives of an estimated 5.8% of the U.S. population, shopping will become a source of shame, a cry for help, the cause of job losses and broken relationships, a road to financial ruin. They are "compulsive buyers" -- troubled by intrusive impulses to shop, prone to lose track of time while doing so, plagued by post-purchase remorse, guilt and financial woes and sometimes given up on by loved ones."

QVC is smart to connect shopping (and the proceeds) to a good cause-- but they're also making it look glamorous and sexy, with Ms. Ripa sitting powerfully atop her mountain of "bargains" while her husband stands by and hopes this is a phase (you can click on the picture above to biggify the image). The Times also says that some excessive shoppers "get a shot of energy and a sense of purpose" when they shop.  Here's the marketing copy from the QVC campaign:

"It's easy to go a little overboard during Super Saturday Live on QVC. Hot designer clothes, jewelry, accessories, and beauty products are half-off the manufacturers suggested list prices. Plus, net proceeds benefit the Ovarian Cancer Research Fund. So shop without excuses, but for plenty of good reasons."

Let's discuss. Do you think QVC has gone overboard in glamorizing excessive shopping? Are you smart enough to know when to stop?  Is this business as usual and buyer beware?

Image courtesy Contact Music and Cause Marketing

Comments

[Impulse Shopper]

i am scared of impulsive buying. if you indulge in shopping, at times it might take over your finances.

[George Hebert]

I have battled my wife's obsevvise compulsive shopping for years.She had one credit card from Macys she got up to $15,000 purchasing from QVC before I defaulted on it because the card was in her name and she has no assets.Collection agencies hounded me for a solid two years before they finally gave up. She was still able to get another card from QVC thru GE Money Bank for $1,500 even though she does not work and has bad debt.

[Berry]

I wasn't going to comment as this post was written a while ago, but I found myself asking a lot of questions when I read it

I think it is important to find blogs and read them regularly. Stay involved in the discussion in a regular, relevant and timely manner. So I'll be back and see whether you'll be answering :o).

[FRANK SLAVIN]

QVC takes advantage of old people who can not get out.
QVC is an addiction the same as gambling,at least there are laws to protect us from gambling
QVC should be banned from
TV the same as smoking ads.
I know little old ladies who have a room full of their junk in unopen boxes

[shopping baskets]

shopping is definitely enjoyable and relaxing. But i am scared of impulsive buying. if you indulge in shopping, at times it might take over your finances. so we need to have a control over this.

[Ariane Benefit, M.S.Ed.]

While I agree with Marcie that they aren't saying compulsive shopping is glamorous...they certainly are taking advantage of the cultural belief that shopping and things are "therapy." Marketing hype is so pervasive today that it truly is a "buyer beware" world we live in. In the 21st century, we will all need "Marketing Defense" skills just as much as we need computer skills! : ) Your topic is very timely...20/20 did a segment on it recently...and I'm presenting a session on it at the Virtual ADD Conference in October. It's a hot issue with a lot of my clients!

[Marcie Lovett]

It's not just QVC, but any manufacturer or retailer who tries to link shopping with a fund-raising cause.

I don't think the concept promotes compulsive shopping or touts the shopping as "Sexy, Powerful & Glamorous;" however, it encourages people to buy things they don't necessarily need because they are "helping" a cause. If you want to donate money to a non-profit, do it; don't justify the small change the charity will get from your purchase as a reason to shop.

[Jessica]

While shopping is a great way to beat the blues, it should not become an obsession. Keeping aside as portion of your monthly salary for shopping is good, but you shouldn't let it take over your finances.