Picture this: A woman walks into a boutique, excited to browse, try things on, and find the perfect outfit for an upcoming event. Her husband tags along. He’s not complaining, but after 15 minutes of standing awkwardly by the dressing rooms, checking his phone with nowhere to sit and nothing to do, his patience starts to wear thin. He’s ready to leave. She senses it, cuts her shopping short, and walks out with one item instead of three.

Sound familiar? It should. It happens in stores across the country every day. And it’s costing retailers more than they think.

At GRIPD Marketing, we help brands identify these overlooked pressure points; the moments that silently shape buying behavior. And when it comes to women’s retail, one of the most preventable issues is the discomfort of the men who come along for the trip.

A Common Oversight

In most retail environments, especially in women’s fashion, the entire experience is designed around the primary shopper. That makes sense. But here’s where it breaks down: when that shopper brings someone with them, often a husband or partner, their experience matters too.

Why? Because even if he’s not spending money directly, he has influence. His body language, his energy, his subtle (or not-so-subtle) impatience can end the shopping trip early, and take additional revenue with it. Studies have shown that the longer shoppers spend in-store, the more they’re likely to buy. But when a partner is clearly ready to go, that window starts closing fast.

And this isn’t just about the lost accessory or extra blouse she didn’t have time to browse. It’s about perception. When one person walks out feeling rushed or uncomfortable, they’re less likely to want to come back; together or alone.

A Simple Fix with Real Impact

The good news? Solving this doesn’t require a store redesign or major investment. Just a little thoughtfulness.

Add a couple of comfortable chairs. A small refreshment station. Maybe a TV with the game on or some magazines. It’s not about spoiling anyone. It’s about acknowledging that shopping is often a group experience, and everyone’s comfort plays a role in the outcome.

Some brands already do this well. Nordstrom, for example, often includes lounge areas in their women’s departments. And it works. When the companion is relaxed, the shopper feels no pressure to rush and retailers consistently see more time spent in-store, bigger basket sizes, and better overall customer sentiment.

Smart Marketing Isn’t Just About the Buyer

At GRIPD, we talk a lot about the power of environment. Every touchpoint contributes to how your brand is perceived. Ignoring the person who came along for the ride, especially if they’re a regular part of the shopping equation isn’t just an oversight. It’s bad business. Here’s how stores can easily turn this into a competitive advantage:

• Create a Comfort Zone: A dedicated space with seating, Wi-Fi, or a beverage station gives men a reason to stay put without pulling focus from the shopper.
• Acknowledge Their Role: Train associates to engage both parties. A simple, “There’s some coffee over there if you’d like,” goes a long way.
• Leverage the Wait: Use that space to feature gift cards, men’s accessories, or seasonal products. A waiting husband may just spot the perfect birthday gift or something for himself.

This isn’t about changing who the shopper is. It’s about recognizing the full context in which decisions are made.

Why It Works

There’s solid behavioral science behind all of this. When people feel comfortable, they’re more patient. And when there’s no pressure to rush, the primary shopper explores more, buys more, and leaves with a better impression of the brand.We’ve applied this thinking across industries from retail to healthcare to real estate.

A dental client we worked with added a lounge area with streaming and snacks in their waiting room. Appointment satisfaction shot up. In retail, these changes don’t just improve the shopping experience, they drive real revenue.

The Bigger Picture

Here’s the takeaway: too many businesses focus only on the person making the purchase, and not enough on the people around them who influence it. That’s a blind spot.In women’s retail, men may not be the primary buyer, but they’re often a key part of the shopping experience. Ignoring them is leaving easy money on the table.

At GRIPD, we help businesses identify and fix these kinds of gaps. Whether it’s a flat-screen and a coffee machine or a subtle shift in staff training, thoughtful details lead to meaningful results.Ready to rethink your customer experience? Let’s talk.

About the Author

Craig Agranoff is the founder of GRIPD Marketing, a South Florida-based agency that drives measurable results through behavioral insight and experience design. GRIPD helps businesses from real estate to retail create environments that convert browsers into buyers.