LOVELORN women console themselves by popping out to the shops, new research from Lancaster University has revealed. The findings of Helen Woodruffe, a lecturer in consumer behaviour, was the talk of the tabloids this week after she claimed that sexually frustrated women turn to shopping for their thrills. Researchers who interviewed consumers concluded that many get a physical pleasure from shopping and that they went out to buy something when they felt unhappy.

Woodruffe went further and identified sex, especially the lack of it, as a stimulus to shop.

"I think women get a buzz from shopping. There is a sense of it being an illicit thrill and the thing about forbidden fruit it that, if you can't afford it, it's even more exciting," she said.

Woodruffe interviewed both men and women and found that they went shopping as a substitute for something missing in their lives, including sex.

"It's like comfort eating. People are making up for a lack of something by replacing it by something else. In the interviews they focus on the fact that they are buying someone's time and attention. It is to replace loneliness."

Men were found to go into a shop, find what they like and go home while women liked to linger and enjoy the experience. The research revealed that many women's worst nightmares was to have their boyfriends or husbands come along on a shopping expedition with them.

After uncovering a link between shopping and the nation's bedroom habits, Woodruffe has plans to examine the issue more closely.

The Citizen put the findings to Lancaster's women shoppers.

Shirley Taylor of Bare said: "I must admit, if I've had a row with my husband I sometimes get back at him by going out and spending his money."

Asked about the link between sex and shopping Pennie Jelliff of Skerton said: "I've just popped into town to buy some pineapple rings and fresh whipped cream!"

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