Shopping Sociology with Earth Daddy and the Dinkies.

It is common procedure to open the fridge within my house within two days of raiding the the supermarket and discover that it is barer than John Malkovich’s scalp. Feed a teenager the entire contents of the cupboard, and within two hours he will be rubbing round your legs like a famished tomcat, wailing that he is starving. Buy him a packet of cereal and it disappears within two days. Teenagers appear to believe in the Kellogg’s equivalent of the magic porridge pot: why is the box incapable of renewing its own contents?

That’s how I found myself wheeling my trolley around Intermarché for the umpteenth time yesterday. As usual, I had the one with the squeaky wheel. As usual, I had forgotten my list on the kitchen table. And as usual, all my favourite categories of shopper were there.

Giant Shopping Basket Feb 2006

An ideal shopping trolley for MM’s family (Photo credit: Wikipedia)

Show me the contents of your trolley, and I’ll tell you who you are. Here are a few of the species I met:

Earth Daddy. Earth Daddy is married to my nemesis, Wonder Woman, who is a regular victim of my ire and bad faith on this blog. As she spends her free time at Primary school meetings in the evening, making smarmy little asides to ensure everyone knows that she is on first name terms with the teacher, Earth Daddy does the shopping with his children. He trips enthusiastically down the aisles in his designer cotton clothes, filling his trolley with whole grains, granary bread, Ryvita and Scandinavian yoghurt that has never seen a pesticide, but has made a generous contribution to the hole in the ozone layer after travelling to the South of France by plane and truck. An appropriately sleeping baby is bandaged tastefully to his chest with so much naturally dyed swathing that he looks disturbingly like a child-friendly remake of “The Mummy”.

Baby’s big sister generally has a very tasteful name like Clementine or Prune. (Classy kids in France are apparently named after fruit. Maybe Gwyneth Paltrow is actually French; she called her kid Apple.) Clementine/Prune/Banana’s education doesn’t stop when they shop, as Earth Daddy believes in taking every opportunity to brainwash his child inform Clementine about the best possible choices in life. So he stopped at the chocolate shelf as Clementine enthusiastically pointed to a well-known brand of Swiss chocolate that we all know is made with milk from purple cows then wrapped in the aluminium foil by underpaid but happy marmots.

Milka in der Breiten Straße Potsdam

The purple cow meets a chocoholic fan (Photo credit: Wikipedia)

She enquired whether they could buy it, and Earth Daddy laughed indulgently. Scratching his designer stubble, he said that she could of course have some chocolate, but he was going to show her something better. I was curious, and tailgated my politically correct suspect and his cargo of organic bran like an off-beat Sherlock Holmes. Earth Daddy homed in on his destination, and beamed as he explained the concept of fair trade to his bemused offspring. I’m not sure she bought the idea, but he bought the chocolate anyway.

The stressed mother and her assortment of screaming kids are reassuringly normal.  They remind me of that family planning advert with the kid having a tantrum (check it out at the end of the post). Whilst a toddler with streams of yellow snot running down its face eats his way through a packet of biscuits in the seat of the trolley, a sibling imprisoned between the packets of pasta and disposable nappies tramples on the fresh fruit with one foot and hangs the rest of her body over the side, screaming “Muuum, want that, want thaaaat!” Stressed mother is haggard, determined and inches from sticking a price label on each kid’s forehead and leaving them on the discount shelf. 

Zero percent is generally female, appears depressed and is on a permanent guilt trip. Her relationship with food is borderline obsessive; she suspiciously reads every last letter of the packaging. She hunts down zero percent yoghurt, zero percent coke and beef that was no doubt gleaned from liposuctioned cattle on a health farm. Her trolley is so light you are surprised it doesn’t float up in the air before she gets to the till and disappear with her hanging on to it like Mary Poppins on helium.

Hot-air-balloon

Zero Percent on her way home with her stash of light food produce (Photo credit: Wikipedia)

The alcoholic OAP wanders slowly to the wine shelf in espadrilles, sagging trousers, baggy jumper and a felt cap covered with dog hair. His trolley contains two five-litre plastic containers of red wine, two packs of goats cheese and two baguettes. He beams congenially at everyone when he forgets his credit card number twice in a row, then waves goodbye before using the trolley as an impromptu Zimmer frame. He probably won’t see another human being until he does the same shop in a week’s time.

The DINKIES (Dual Income, No KIddieS) are the ones who need a stepladder to access the expensive rare breed of imported Italian pasta on the top shelf whilst you are mining  for the last packet of supermarket brand macaroni in the murky depths of the bottom shelf. Miss DINKIE wrinkles her nose on seeing any of the above supermarket population categories, and goes into anaphylactic shock on contact with children. She can be observed at the toiletries dept, suspiciously sniffing at shampoo bottles whilst her bored boyfriend looks on.

The YFSM: Young, Free & Single MaleEasily identified by the contents of his basket: pizzas, chocolate, pasta sauce, pies, frozen chips and a pack of beer. Heart-wrenching examples are the cute ones who have packets of Petit Prince biscuits and M&M’s to eat in front of the TV. I generally avoid queuing beside a YFSM, as I get inexplicable pangs of jealousy at the idea of being able to not only have the remote for myself, but eat as much rubbish as I like without being told off.

There are more categories to be covered, such as the retired lovebirds, but this post is getting way too long. So I’ll pass the talking stick on to you: who are your favourite shoppers? Here is that advert I promised you, complete with an epic Earth Daddy fail.