Do you like shopping? For shopaholics in the UK, the place to head to used to be the “high street”. It was the place where you could find familiar fashion brands and essential everyday items in the centre of a town. But change in our shopping habits has taken its toll on the British high street.

News about shops losing money and shutting is now common. Some city-centre department stores have closed and even long-established retailers (零售商) have reported profit slumps. According to a recent survey, a record 2,481 shops disappeared from UK high streets last year — up by 40 percent.

As the BBC’s Emma Simpson writes, things have become a lot harder for traditional retailers in recent years. They have faced rising costs from wages, business rates and the requirement to introduce Europe’s new data law. But the biggest threat has come from online shopping. She says “Consumers now spend one in every five pounds online — and if businesses are seeing 20 percent fewer sales on the shop floor, as well as their fixed costs rising, then profit margins will be squeezed.”

While some of us like to window shop — browsing for things to buy, only to purchase them online at a discount — the fact is that, overall, shoppers are making fewer visits to high streets. Eventually, town centres could become like ghost towns. If people aren’t out and about shopping, they won't use other services, like cafes, restaurants and cinemas, which leads to job losses. The high street has also suffered from the arrival of big shopping malls, which offer a retail experience under one roof, with free parking, away from the bad weather!

Meanwhile, back on the high street, some shops still exist. Analysts have said it's those that have moved away from traditional retailing that are surviving. These include beauty salons, nail bars and independent coffee shops — but are these kinds of shops enough to keep the British high street open for business?

Healthy See, Healthy Do

Visit the grocery store on an empty stomach, and you will probably come home with a few things you did not plan to buy. But hunger is not the only cause of additional purchases. The location of store displays (摆放) also influences our shopping choices.【小题1】

The checkout area is a particular hotspot for junk food. Studies have found that the products most commonly found there are sugary and salty snacks.【小题2】 A 2012 study in the Netherlands found that hospital workers were more likely to give up junk food for healthy snacks when the latter were more readily available on canteen shelves, for example. In 2014 Norwegian and Icelandic researchers also found that replacing unhealthy foods with healthy ones in the checkout area significantly increased last-minute sales of healthier foods.

【小题3】 It has been working with more than 1,000 store owners to encourage them to order and promote nutritious foods. “We know that the stores are full of cues (暗示) meant to encourage consumption,” says Tamar Adjoian, a research scientist at the department, “Making healthy foods more convenient or appealing can lead to increased sales of those products.”

Adjoian and her colleagues wondered if such findings would apply to their city’s crowded urban checkout areas, so they selected three Bronx supermarkets for their own study. 【小题4】 Then they recorded purchases over six three-hour periods in each store for two weeks.

Of the more than 2,100 shoppers they observed, just 4 percent bought anything from the checkout area. Among those who did, however, customers in the healthy lines purchased nutritious foods more than twice as often as those in the standard lines.【小题5】 The findings were reported in September in the Journal of Nutrition Education and Behavior.

The potential influence may seem small, but Adjoian believes that changing more checkout lines would open customers’ eyes to nutritious, lower-calorie foods. Health department officials are now exploring ways to expand healthy options at checkout counters throughout New York City.

More and more online shopping platforms now offer consumers a detailed look into products’ historical prices. But how does this information influence buying decisions?

To explore this question, we conducted a series of experiments with a total of more than 5,000 business school students and working adults. We measured the impact of different kinds of price shifts on people’s interest in purchasing products and identified several consistent trends:

First, when consumers saw that the price today was lower than it had been in the past, they were more likely to buy now, because the current price seemed like a good deal.

However, the picture gets more complicated when you consider the frequency of historical price shifts: In our studies, we found that if consumers were shown at least three changes in the same direction, they were likely to assume the price would continue to move in the same direction. While if they were only shown one or two changes in the same direction, they expected the price to change in the opposite direction.

So what does this mean for sellers? It may be tempting to slowly lower the price over time. However, our data shows that this can lead consumers to assume that the price will continue to fall, making them hesitant to buy. But if they just see a single price drop, they ‘re more likely to expect a reversal in the near future, pushing them to buy the product now.

Our findings can also help buyers make more informed decisions about whether and when they choose to make a purchase. As with any irrational bias (非理性的偏见), awareness of the natural tendency to expect trends to continue and single large changes to reverse can help consumers question this assumption before acting on it. Instead of letting this arbitrary (武断的) expectation guide buying decisions, consumers may benefit by doing a bit more research around the underlying factors driving price shifts. Buyers may also benefit from learning more about a product’s longer-term price history, fluctuations (波动), and typical industry-wide price ranges, to avoid being disproportionately influenced by near-term price changes. It’s also always a good idea to think about both how urgent your need for a given product is, and your own risk tolerance for a potential price increase, as this can affect whether it’s worth it for you to wait and see if the price falls.

Of course, there are countless factors that influence both consumers’ decisions around whether and when to buy and sellers’ decisions around how to price their products. But it’s important for both sides to recognize the key role that expectations play in influencing these decisions.

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