Purpose - This paper examines consumer motivations for shopping abroad and explores the role of demographic versus socio-psychological factors in explaining the phenomenon of cross-border shopping.Design methodology approach - Empirical data were collected via personal interviews from adult consumers living in Croatia and Serbia and Montenegro. The research instrument consisted of construct measures adapted from previous studies and open-ended questions related to demographics and consumer motives for cross-border shopping trips.Findings - A discriminant analysis of cross-border out-shoppers and domestic in-shoppers in the two countries confirmed the unstable effect of demographic variables on out-shopping behaviour and established the significant role of economic patriotism in consumer decision making. Differences in the results across the two countries indicate that a contextual approach should be adopted in international out-shopping studies.Practical implications - Countries with high level of out-shopping activity are potentially attractive targets for international retailers and marketers. Our out-shopper profiles suggest that market opportunities exist for international discount retailers in Croatia and for upscale retailers in Serbia.Originality value - Unlike most research focusing on the out-shopping phenomenon, the distinguishing feature of the study is that it examines socio-psychological and demographic rather than macro-economic variables as determinants of cross-border shopping. In particular, the role of economic patriotism has rarely been investigated in this context.