It’s mid-July and I think we all know what that means: swimsuit season. On my recent Fourth of July vacation in the dry, hot desert, I had no choice but to wear one.

Suddenly, I felt a panic attack coming on, as I realized that the bikini that had worked for me a few years ago, no longer worked now.

And that instigated an even bigger anxiety attack—I would have to go swimsuit shopping.

A recent ShopSmart Poll confirmed the terror I experienced – 65 percent of women “struggle to find a suit that flatters.” What, latex stuck to our flesh with various bows and patterns isn’t flattering? How shocking!

As we’ve reported here on the Diva, women own, on average, seven pairs of jeans and 17 pairs of shoes. But, guess how many swimsuits women own? Three – max. Unless you rarely eat or are blessed with some type of stomach disorder that renders you incapable of gaining weight – anything to do with swimsuits is uncomfortable.

The folks at ShopSmart acknowledge this by sharing this less than shocking data:

• The average amount spent on a new swimsuit is $47.

• 27 percent of women have tried shopping for a swimsuit online. (Notice the use of the word “tried” – this is one instance where online shopping doesn’t work.)
• Bikini is the least popular style overall, but the most popular style among women ages 18-34. (I’m 33 and seriously considering a one-piece. Is that wrong??)

• More than one-third of women like the way they look in a swimsuit, whereas 40 percent are neutral and 18 percent dislike the way they look.
• Tummy is the body part that gives 42 percent of women the most anxiety when shopping for a suit.

So what can retailers do, knowing that swimsuit shopping is perhaps one of the biggest causes of panic attacks nationwide?

• Soft, complimentary lighting in their fitting rooms. I just went to a new Ross in Beaverton, Ore., and the lighting was so exceptional in the fitting room, I thought I was the skinniest girl in the whole store. FYI – I bought stuff. A lot of stuff.
• Selection. Please offer a variety of styles for a variety of body types. Not just bikini styles that look good on 16-year-old girls or underweight models (Target and Victoria’s Secret, you know who you are).
• Let us mix and match sizes. Yes, I know I’m a 32 in the bust and a 37 in the hips, and yes I know that isn’t in accordance with “standard’ sizing, but you’ll have to talk to god about it if you have a problem. Otherwise, give me the small bikini top and medium/large bottoms. Thank you.

Swimsuit shopping really doesn’t have to be traumatic. Wearing a swimsuit doesn’t need to be traumatic. And retailers can be part of the solution.

What’s your take on swimsuit season? Have some ideas for what retailers can do to ease the pain? Leave your comments here!

-Heather Strang

*Photo by: Deutsche Fotothek‎ [CC-BY-SA-3.0-de (www.creativecommons.org/licenses/by-sa/3.0/de/deed.en)], via Wikimedia Commons