If you thought seduction was only applicable to snaring, or being snared by the man of your dreams, think again.

In the retail business, seduction is the name of the game. The game, of course, being shopping.
Whether or not we care to admit it, most of us are not averse to the odd bout of retail therapy when we feel low. A new jumper from Penney's or a pair of boots from Shoe Express does wonders for beating the Winter blues, then there's shorts for the Summer, Chenille knits for Autumn oh, lets be honest, we don't need a excuse, we love to shop.

We also love to boost ourselves up after spending the Children's Allowance on that satin slip dress that we know we neither really need or want.

So, if you have already coughed up an obscene amount of money on a long velvet dress with splits up both sides for Christmas, console yourself with the knowledge that it really is not all your fault. You've been well and truly seduced by retail psychology.

The first aim of any shop is to grab your attention, hence attractive window displays with curvaceous shop dummies togged out in perfectly matching clothes. Chances are if you like what you see, you'll go in. A this point you may as well just hand over the Children's Allowance book, because the intention is that you will not leave the store without buying something, the fact that you only intended to window shop, is by now, obliterated from your mind.

The strategically placed security cameras are not only to catch shoplifters, the tapes are studied carefully for hours by retail analysts, who work out the way we shop, what we buy and when we buy it. And if the thought of trying to fool these people in someway comes to your mind, forget it. The theories are well tried and tested. So much so, that sections of shops are "zoned".

For fifteen years, guru of retail psychology, Paco Underhill, has been advising Levi Strauss and other retailers how best to seduce their customers. He discovered that for the first 15ft into the shop, shoppers don't take anything in, we're too busy, unconsciously, adjusting to our surroundings. This is known as the Decompression Zone. The other major discovery Underhill made was labelled The Invariant Right, which in laymans terms means that shoppers tend to turn 45 degrees to the right when entering a shop.

The best example of a shop that is in the know is Brown Thomas, Grafton Street. Key items are on the right, about 15ft inside the door!

"It ain't what you do, it's the way that you do it" is another key of seduction. Atmosphere plays a crucial part in the way we shop. Pleasant surroundings are vital, so too is music. Your average consumer, believe it or not, shops in time to and in association with the music. So, next time you're in "Japan" in the Ilac Centre, you'll know why you're buying the tight see through leopard print micro mini, contemplating nights bopping in Rumours. It's the effect of rave music blaring in your ears.

Ever wondered why all those gorgeous Chenille jumpers are just inside the door in Penney's? Wonder no more, retail psychology is also big into Tactile shopping, touch sensitive clothes, to encourage you to part with your cash.

Last, but by no means least, is the psychology of the all important changing rooms. This is the moment, the will you, won't you buy it?. Well, just to help you decide, most shops label garments that are a size 14 as a 12 or 'medium', also encouraging are the slightly curved mirrors and gentle lighting, that are carefully constructed to flatter your skintone, not to mention your flabby knees.
And although there's no research or proof to suggest the truth in my theory of communal changing rooms, I firmly believe they're designed to embarrass you into half trying something on and buying it quickly.

Marketing analysts have also come up with names for the types of shoppers we are. The purposeful shopper, buys for special occasions or to replace an existing worn out item. Those of us who enjoy shopping and sometimes overspend are pleasurable shoppers, if watching paint dry is more appealing than traipsing around the shops, then you are a resistant shopper, or a man. If spending money on yourself makes you feel guilty, it says more about how you feel about yourself than the amount of money you have spent.

So, unless it's too late and you have already done the deed, when it comes to forking out for that long slinky velvet dress for Christmas, don't feel too bad. Remember, you are not entirely to blame. As in any seduction, it takes two to tango and retailers are definitely dancing especially at Chrismas. See you at the sales!