How often have we heard the comment, “I’ll shop ‘til I drop!” In today’s consumer-oriented world, more people than ever are shopping like never before. Paul Berton, son of the late great author Pierre Berton, tackles that obsession like it has never been analyzed before. He looks at shopping from inside and out, presenting a most entertaining read.
Berton says the idea for the book has been percolating for quite some time, and it seemed the right moment to get the topic in his crosshairs and go to town with it. He says in the introduction, “Shoppers have been at it since the invention of the arrowhead. But how long actually have we had a name for shopping?” He goes on to note, “The foundation was built in the late thirteenth century, the term ‘shop’ first recorded on paper in 1297, but only a noun to describe a place where goods are bought and sold.” The actual term “to shop” didn’t come for another six centuries.
Berton says that people always like to have possessions, and that at times has resulted in excess. He cites those who are akin to hoarders especially two brothers who lived in a residence that was filled to capacity with possessions and junk. One of the brothers was blind, and the other brother who was taking care of him was afraid of robbers, booby trapping the house. It seems that brother had died under an avalanche of his own junk, and the blind brother unable to fend for himself starved to death.
Berton talks about excess, especially among the rich and famous such as Jay Leno and his over one hundred automobiles. Tom Hanks owns more than the same amount of typewriters. Women buy hundreds of pairs of shoes even if they wear them once, sometimes not wearing some of the pairs ever.
The examples that he gives are sobering, and speak of our need to own things sometimes to excess. Shopping frenzy in stores especially at Christmas, has resulted in fist fights and assaults between customers for the last Cabbage Patch Kid or other toys that are the flavour of the day. Berton mentions a Walmart employee trampled to death when they opened the doors first thing in the morning, killed by the stampede of customers coming in limited quantities of big ticket items.
The book talks about a massive amount of consumers and uses terms like, “Shopitis, Undershop, Overshop, Misshop, Teleshop, Cybershop, Shopopolis, Shopeteria, Pseudoshop, Shopalooza, Necroshop, and many others. It definitely will strike a chord in readers who exhibit some of the characteristics noted in the book, and I have been guilty of overbuying certain things, like having thirty-four jar of peanut butter in my cupboard that I bought on sale.
The way he looks at the psychological and personal implications of shopping, is most accurate and most engrossing reading. We see how shopping may be therapeutic for some, but a bane of existence of others. And you can take that to shopping mall!