Glasgow's Braehead Mall recently offered women a "shopping boyfriend," a guy who "takes a girl around, helps her pick her outfits, stands outside the change rooms does all the things men don't like about shopping," in the words of organizer Pauline Shaw.
Several dozen women checked their regular boyfriends into a "recharge zone," complete with video games, music and lad magazines, to take advantage of "the novelty that someone actually enjoyed shopping with them."
Jessica Johnson, "Walking down the aisle: how shopping tests your relationship," The Globe and Mail, April 12, 2003
The stand-in boyfriend promises to be enthusiastic, attentive, admiring and complimentary, according to organisers of the promotion. ...
Carol-Ann Stewart, brand manager for Lucozade Energy, said: "Our research reveals just how much of an energy-draining experience, not to mention a strain on relationships, shopping with a girlfriend can be for men.
"Our pilot scheme gives men a chance to enjoy 'boys' toys' in a guilt-free zone while their girlfriend shops in the capable company of a shopping boyfriend."
Graham Hiscott, "Shop-hating boyfriends can hire stand-ins for their partners," Press Association, November 9, 2001