Retailers’ revenue is a function of two factors-store traffic and average purchases per customer. Retailers who are adept at activating motives for shopping should be able to generate more traffic. This paper explores the motives for making shopping trips and reveals that the simple buying of products is far from being the sole motive. Shopping meets a variety of needs, only some of which involve spending money. Suggestions are offered on how to convert those non-spending\\\\\\\\ trips into revenue-earning opportunities.