Time's Portrait Of The American Shopper

Time's Portrait Of The American Shopper

Time interviewed Paco Underhill, a retail consultant and the author of Why We Buy: The Science of Shopping, to find out how the average American consumer shops and thinks these days. Turns out, according to Underhill, there are three types of “average consumer” out there now, and—you may have noticed this already—the era of the big box retailer is in decline.