The women who pack in plenty of shopping before their holiday starts

According to research by online retailer isme.com, an astonishing 85 per cent of 1,000 women aged over 50, who polled in May, plan to blow £1,500 on their holiday wardrobe, and this compared with an average holiday abroad costing £677.

The startling research ordered by the brand, which specialises in fashion for the mature woman and has Lynda Bellingham as its brand ambassador, found that 54 per cent of 50-something women take up to 10 individual outfits, but 96 per cent take five pairs of shoes and 91 per cent take five handbags with them – for a seven day trip.

Women in Yorkshire packed most, taking six handbags, six pairs of shoes and 10 outfits.

Adult psychologist Susan Quilliam said: “While mature women may effortlessly balance work and family life for 50 weeks of the year, when it comes to holidays even the most self-aware women may find their confidence slipping. Shedding layers and revealing what’s underneath can make mature women feel vulnerable. Surrounded by toned and tanned perfect beach bodies, a mature woman can lose confidence, making her feel insecure and unloved.

“It’s clear from the findings that a woman’s answer is very practical – to make sure that she has every advantage when it comes to what she wears on holiday. She needs clothes and accessories that flatter, show off her good points and make her feel great about herself. And because such outfits can be hard to come by, she’ll pack everything just in case, and then buy a little more while she’s away. This may sound like over packing and overkill, but it’s a solution to a very real psychological dilemma.”

Lynda Bellingham advises: “A great swimsuit that holds you in, in all the right places is a must, as well as a sarong or cover up for the beach. And to look stylish, as well as stay cool, a fitted linen jacket and a stunning maxi dress should be staples in every woman’s suitcase.”