Don't waste time waiting.
After observing shoppers in action, we found that shopping is not an equal activity. While some shoppers are active and engaged, others stand on the sidelines---often feeling bored, or that they were forced to be there. Indeed, from interviews, we found that these inequalities touched on deep underlying issues of gender norms and stereotypes:
"Men and shopping, they don't really go along too much."
"Fun shopping experience? No, I can't actually [remember one]."
