Shopping is a major household activity; time spent shopping has opportunity costs. Linder proposed that, as income rose, time would be allocated away from shopping to more productive activities, resulting in purchase deciriom being made with less information. This paper tests money resources, time demands and situational and demographic factors as predictors of shopping time. Data from 420 family time schedules and accompanying questionnaires were analysed using Tobit analysis. Findings indicated that situational factors were the best predictors of shopping time; money resources and time‐demand factors had limited predictive power; and time allocated to shopping was quite inelastic. Conclusions and implications are draw