While researchers have identified personality traits and situational circumstances as drivers of general competitive consumer behaviors (e.g., Mowen 2000), competitive shopping itself has not garnered significant attention. As such, the purpose of this research was to better understand the motives, nature, and nuances of competitive shopping. Drawing from a sample of twenty-three informants who were engaged in a competitive shopping event, we sought to enrich our understanding of the

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... The Grounded Theory (Glaser & Straus 1967) method was employed for data collection and analysis. Our findings indicate that although the primary phenomenon incorporates aspects of competing, participants were predominantly engaged in a process of creating memories. At the heart of creating memories was interpersonal bonding manifested through competitive shopping. Creating memories through bonding and competing highlights how consumers can take part in creating experiential value during a retail shopping experience.