It will come as no surprise that shopping for outfits for the festive seasons gets women’s hearts racing.
And it seems that it’s looking for the must-have party dress that gets them to peak rate.
Men, however, get the biggest rush from buying lingerie – perhaps due to the embarrassment factor they feel when straying into the women’s department.
Debenhams used heart monitors to track the heart rates of 1,000 customers between the ages of 20 and 40 throughout their shopping experience.
The results showed where and when shoppers get their thrills.
A resting heart rate for women is 74 beats per minute – however, when shopping for a sparkly evening dress by the likes of Matthew Williamson or Julien Macdonald, this rises to 120bpm for 39 per cent.
Finding a glamorous pair of shoes in the right size came a close second for ladies, with heart rates rising to 117bmp.
Handbags were third in line scoring an average of 113bpm – this was greatly increased if the handbag bought was to match a pair of shoes also in the shopping basket.
Readings were especially high when the item was discounted, indicating that bargain buys are most effective at getting pulses racing.
For men, their heart rate soared from 72bpm to 118bpm when buying lingerie – a bigger increase than when their football team scores a goal.
Ed Watson, spokesman for the department store, said: ‘When asked, customers fed back that the most exhilarating finds were those quality products at a bargain price – it’s the designer leather handbag for £50 that gets women going.
‘However, for men, it seems they enjoy buying something special for their loved ones – although further tests would be needed to ascertain whether these results are down to excitement or embarrassment.’
After lingerie, it was buying audio visual and sports equipment that gave men the biggest rush – with the purchase of a TV or sound system giving the a 45 per cent rise in heart rates.
Further findings showed that women get a rush as soon as they set foot in store to shop, while men get their rise only when splashing the cash.
Mr Watson added: ‘Women appear to embark upon an emotional roller-coaster when they step into a shop, with heart rate peaks not just at the moment of purchase, but throughout the experience.
‘The shopping climax comes late for men – it’s all about closing the deal at the till.’
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