Nickel and Dimed: On (Not) Getting By in America

by Barbara Ehrenreich

We begin with a video, about fifteen minutes long, on the history and philosophy of Wal-Mart, or, as an anthropological observer might call it, the Cult of Sam. First young Sam Walton, in uniform, comes back from the war. He starts a store, a sort of five-and-dime; he marries and fathers four attractive children; he receives a Medal of Freedom from President Bush, after which he promptly dies, making way for the eulogies. But the company goes on, yes indeed. Here the arc of the story soars upward unstoppably, pausing only to mark some fresh milestone of corporate expansion. 1992: Wal-Mart becomes the largest retailer in the world. 1997: Sales top $100 billion. 1998: The number of Wal-Mart associates hits 825,000, making Wal-Mart the largest private employer in the nation. Each landmark date is accompanied by a clip showing throngs of shoppers, swarms of associates, or scenes of handsome new stores and their adjoining parking lots. Over and over we hear in voiceover or see in graphic display the “three principles,” which are maddeningly, even defiantly, nonparallel: “respect for the individual, exceeding customers’ expectations, strive for excellence.”