Broken hearts are a boon for business, study reveals

Dubai: Heartbreak hurts. And this rather bleak situation drove my friend to seek refuge in the counsel of loved ones and soak in a bathtub of self-pity.

As I helplessly watched my friend's tears dry, I wondered what devastated people do in order to rejuvenate their soul. And how does this impact business?

I interviewed several women from various countries between 26 to 39 years with a median of 32 years. At the onslaught of abandonment, most women experienced sadness, confusion and an uncertainty about the future.

An astounding 71 per cent wanted to cocoon themselves in comforting rituals that involved spending time with other people. Such activities included going on walks with family, watching movies with friends, venting grievances over coffee and partying up a storm with friends.

Rejection tends to leave people feeling misunderstood and out of control. About 85 per cent splurged on activities that gave them immediate gratification and the feeling of being in control within the first fortnight of the separation.

Additionally, 57 per cent of this group bought "attractive" clothing while others purchased goods and services such as designer handbags, food delicacies, massages, spa treatments and other luxuries. One woman purchased 50 music CDs in one day in order to drown her sorrows in depths of weeping guitars.

Re-claim your life

Given our post-feminist culture, a commonly accepted view is that women control their lives. Thus, re-claiming one's life is not only applauded but also encouraged.

This entails meditation, introspection and self-investment. Eighty-five per cent of women invested in a change in hairstyle immediately following a break up. Twenty-eight per cent even got tattoos to mark the ordeal as a rite of passage in their lives, and 42 per cent invested in various lifestyle and work enhancing products such as a gym membership, yoga classes and learning a new life skill.

So how does this affect business? According to Answers.com, approximately 2,000 couples break up every day across the globe.

The UAE takes up 0.05 per cent of land mass on the planet as per Wikianswers.com. If we use this percentage as a rather vague but illustrative estimate, approximately 100 couples separate in the UAE every day. This means on average 300 estranged women seek emotional refuge every month.

Eighty-five per cent splurged on retail therapy in the weeks following a separation. If 85 per cent of 300 women indulge in retail therapy once a month with a budget of Dh350, a total potential revenue pool of Dh89,250 is to be had.

Eighty-five per cent also invested in themselves by changing their hairstyle; this included a cut, colour and soft perm. Assuming a per unit cost of Dh500, if 85 per cent of 300 women purchase hair treatments, salons are competing for a potential pool of Dh127,500 per month.

Dwindling self-worth

The sector most affected by this phenomenon is sales and customer service. Consumers in this state of vulnerability are likely to purchase higher priced items as they attempt to restore their dwindling sense of self-worth.

Such customers are more likely to buy a full range of products as opposed to single items as they try to build a new lifestyle in an effort to forget the past. Finally, and perhaps most importantly, dejected customers are likely to be extremely sensitive during the sale. Such delicate customers need to be handled with care.

The human condition is amazing. When we are in the midst of passion, we feel strong, invincible and joyous. Songs like The best Things In Life Are Free populate our iPods.

We attribute our positive feelings to the presence of another. Our partner's love validates the sufferance of existence.

On the flip side, when we feel abandoned we often fill the void with stuff. This temporarily removes the heaviness from our chest and motivates us to take the first step toward healing. Having the mettle to survive and emancipate ourselves is built into our DNA. The valour of the human soul is remarkable.

Sadness increases a consumer's likelihood to spend money. But no one mentioned a quarter million dirham potential.

So the next time you encounter an inexorably exhausting and irate customer, be patient. Be kind.

Perhaps she has just been broken. But more importantly, she is more inclined to indulge in a shopping spree.

- The writer is a Dubai-based entrepreneur