Conor Pope

There's soft music playing.

And like, for instance, if you take...

Dublin Airport, you walk through security in Terminal 1 and one of the very first shops that you see is Charlotte Tilbury.

Now, I have no disrespect for Charlotte Tilbury, but I know for a fact that my wife and teenage daughters are drawn to it like moths to a flame.

I know.

And I can't tell you the amount of time I've lost sadly standing outside the Charlotte Tilbury in Dublin airport waiting for my family to be done with their shopping.

And a part of me is going, do you not have enough makeup?

Did we not pack all of that stuff in our suitcases?

But the reality is that when we're in airports...

We tend to be bored.

We tend to have a few bob to spend because we're probably going on holidays and we're in good form.

So we are ripe for the picking.

That's exactly it.

So you have this kind of dopamine flushing through your brain because you're so delighted that you haven't been hauled into a cell like some kind of Midnight Express vibe, which never happens, of course.

But so there is that sense of relief.

And even now, the fact that even when it's all been streamlined, you do feel that sense of we've made it through.

OK, our bags haven't been checked.

Everything's fine.

So you're ripe for the picking.

And that's why the shopping spaces in airports are so, so important.