I’ve been seeking the answer to this question for years. Like you, the best I can do is make educated guesses. Suzy Gershman, the author of a new city Frommer’s shopping guide, seems to do the same in this interview with the San Francisco Chronicle. Her thoughts on how consumers shop in a down economy could help you plan your merchandise mix during these tough times.

She notes that shoppers are more likely to take a pass on stuff that looks good and opt instead for stuff that makes them feel good — especially at home, where they’re spending more time now. And she echoes my sentiment that consumers want to shop in retail stores that not only look special, but that make them feel special: “It’s that out-of-body experience when you are taken somewhere else.”

Gershman tells readers where she loves to shop in the San Francisco Bay area. They’re the kind of places where customers might find something totally unexpected to buy. Wouldn’t it be great if you could get your store mentioned in her book? It’s not out of the question. There are plenty of print and online shopping guides out there. Find out who writes them. Put them on your email list for newsletters and updates. Let them know when you have great new, hard-to-find merchandise.

For example, I recently discovered Shorelines Gallery in downtown San Diego. It’s the only place in the county to buy handmade, hand-painted Sticks furniture. The merchandise is great and the store design outstanding. I hope the owners are doing all they can to get noticed online and in print. If they’re as creative in promoting the store as they are in retail design, it shouldn’t be hard to do. Take a look at their website. It could get your creative juices flowing – and in this economy, you need all the juice you can get!