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A dynamic retailing format is emerging in metropolitan cities across the USA: the underground mall (UGM). The UGM is a place of trade where a cluster of socially networked buyers (i.e. potential customers) and sellers (i.e. retailers) meet face‐to‐face in a private setting (i.e. in the seller's garage or in a neighborhood clubhouse) for the purpose of trade. This study seeks to detail how this unique retailing format operates and examines factors influencing consumption within this gray market.

Two theories were utilized in developing a framework for data collection: gray markets and market embeddedness. Data were collected via in‐depth interviews with 16 UGM shoppers. The data were analyzed and interpreted according to the protocol for phenomenology.

A combination of diverse retailing and socialization benefits drives the gray market of the UGM. Retailing benefits include a wide variety of vendors and products, unique items, convenience, a personalized shopping experience, and a comfortable shopping context. Socialization benefits include strengthening interpersonal relationships and building connections within one's community.

This study makes an important contribution to the gray marketing literature. The findings illustrate that a combination of diverse retailing and socialization benefits, not price, drives this particular gray market.

This research is original to the gray market, market embeddedness, and retailing literatures within the field of marketing. The findings of this study suggest that consumer motives for shopping in the gray market of the UGM are more hedonic than utilitarian in nature.

One of the fastest growing segments of the American adult population is adults over 65‐years old. This group is refereed to as “silver seniors.” Understanding the silver citizen market requires an in‐depth knowledge of seniors' attitudes and lifestyles. The purpose of this paper is to present an in‐depth view of the senior woman's self‐concept, lifestyle, and apparel‐related preferences and shopping behaviors.

Using findings from an extensive review of literature and in‐depth interviews with 20 women over age 65, this exploratory research provides insight into the impact of self‐concept, lifestyles, and fashion behaviors on apparel purchase decisions. The qualitative approach used for data collection and analysis provides rich insight into the behaviors and apparel needs of “silver seniors.” The tripartite self‐concept is explored as it relates to fashion attitudes and behaviors.

Findings from this paper indicate that women over 65 are still interested in fashion and that looking fashionable for themselves and others is important. Insights into the specific unmet apparel and retail needs of senior adult women are explored. Findings indicate that senior adult women continue to remain physically and socially active and have need for a variety of garments. Recommendations for apparel manufacturers and retailers targeting this lucrative segment are presented.

This paper is original to the retailing and consumer behavior literature. One of the benefits of this exploratory study is that it provided the authors with an opportunity to examine, in theory and practice, an overlooked yet growing segment of apparel consumers.

The purpose of this study is to examine the consumer socialization of preschool age children in a peer‐to‐peer context as they participate in dramatic play in a grocery store setting.

This research employs a case study approach as outlined by Yin. A preschool located within a major metropolitan area in the Southeastern USA was selected for investigation. Located within each of the three classrooms was a grocery store learning center. This learning center provided children the opportunity to engage in dramatic play while enacting grocery shopping scripts. A total of 55 children between the ages of three‐ and six‐years old were observed over a six‐week period. Observations were recorded via field notes and transcribed into an electronic data file. Emergent themes were compared with theoretical propositions, fleshing out an overall interpretation and description of the case context.

Findings indicate that even very young children (ages three to six years) are able to successfully adopt and utilize adult shopping scripts within the grocery store shopping context. The children followed a common sequence of behaviors that mimicked adult shopping patterns. Furthermore, the children demonstrated peer‐to‐peer consumer socialization strategies, directing each other on how to perform appropriate shopping scripts.

This study differs from previous research in that the data reveal that preschool age children do in fact exhibit peer‐to‐peer influence while enacting shopping scripts. Although research has examined children as consumers, no researchers have used dramatic play to study young children in a grocery store setting. The rich content obtained from observing children in dramatic play in a grocery store learning center is unique to the marketing literature and provides a better understanding of the consumer socialization of young children.