This paper presents a praxeological conception of shopping atmospheres. It looks at the significance of shopping atmospheres for the development of preferences for shopping locations. What is in the foreground here is the idea that the suitability of the atmospheres for successful completion of shopping activities is consciously perceived, and influences the development of long-term preferences for the choice of shopping locations. In addition to the conceptual framework, this paper also presents the results of an exploratory investigation: here, three forms of atmospheres have been identified (atmospheres for strolling, for rummaging, and atmospheres with a cultural resonance), which are taken into account in the choice of shopping locations.