The past few years have seen many big names on the High Street close down. Chains such as Comet, HMV, Borders, Virgin have all been victims to the recession and competition from online retailers.
I was listening to a radio debate following the closure of HMV and some young girls said that usually when shopping, they went to the high street, tried on clothes, and then went home to order them online. This gives shoppers the best of both worlds. They get the enjoyment of the actual shopping experience (looking at and trying on clothes), and then they get the benefit of being able to buy the goods cheaper from the internet.
This doesn’t just happen for clothes and record companies, but many high street stores. People like browsing through the store, but then go home and buy from the internet.
The problem is – how long will we be able to enjoy the best of both worlds? If shoppers increasingly window shop on the high street but buy online, high street shops will continue to close down to be replaced by charity shops, pound shops, cafes and those rather soulless mini city centre supermarkets.
If you asked most people whether they would like their bookshop and record shop to be replaced by another mini Tescos or Poundlandshop, I’m sure most people would choose to have the old fashioned shops. But, do we like them enough to keep buying and paying more expensive prices – when we could save a few pounds buying online?
There is a free-rider problem involved in buying from High street shops. We want to be able to have the opportunity to browse these shops, but we’d prefer it if other people do the buying, and we get to enjoy the browsing for free and buying online.