It’s no secret that I would like to pursue a career in Anthropology. This raises two questions in people’s minds ; ” what the hell is it?”, and for those that can get past the first question,” what work could she possibly do in this field?”. If I said, answering the second question, ” Shopping! ” this would pique the interest of many of you. Others though would groan, snarl and put their head in their hands…

Anthropology, in short, is the study of culture and societies through detailed study. Studies that can be commissioned by Governments ( to answer some of the important questions of the day) or by companies (looking for an edge over their competition). I recently read an Anthropological study on flags! Another on football supporters. To me, fascinating ‘stuff’ and so inciteful. Many people think that Anthropology is about travelling to the depths of the Amazon basin to study rarely seen tribes. Well, yes, it is that too, but can also be the study of modern day, “tribes” living in your street, suburb, town, country.

It was on a recent trip to Madrid that my women friend, who I was travelling with, asked me about the type of work I could do in future and I, jokingly, said that I could do a study on the Anthropology of Shopping. Maybe not a joke after all. Trawling the Internet and academic library, on my return, there was so little writing on the subject.

All Anthropological studies start with the questions that need answering. In this case, these would be : it is believed that women love shopping ( inference ; more than men), is this really true? ( or just a gender assumption) ; why do we love to shop, if we do? ; and with this knowledge, how could the shopping experience be improved ( the commercial angle)? It would make an interesting study needing detailed research, but I share here my initial findings.

“Women love to shop” is a slogan we hear often. Many women do, it is true, but it is difficult to generalise. If my small friendship and family group is anything to go by, I know women who loathe shopping and men that will travel, to the other side of the world, to buy a brand they like.

The only study I could find on, “women love shopping” concluded that there was a gene, evolutionary factor at play. That it is in our DNA to be, ” gatherers” from a time when society was based on hunter gathering. I don’t know about this ( ??), but more modern thinking is built on theories of : social contact, relaxation, destressing, acquisition of material things, ways of expressing personality and style, instant gratification and even the adrenalin rush.

I like to know the reasons why I do something, but find these explanations don’t fit for me.

I like shopping, although these days I rarely buy anything ( do I need it or just want it?). My most joyful experience would be shopping a middle market brand like Massimo Dutti. Pictured here, their shop on Calle de Serano, Madrid ( their natural homeland and four floors of beautiful)

It is like walking around an art gallery.

In art galleries you shuffle, serenely, from one painting to another, reading the words and sharing the experience of a large open air space with other like minded people. There is a feeling of calm, mixed with exhilaration, and a question whether the power of culture can save us from some of the horrible realities of the world outside.

Shopping a Massimo Dutti has the same feeling for me. The stores have a relaxed, opulent (but not intimidating) ambience. I admire (and take inspiration) from the way that groups of garments are created in a lifestyle and coloured theme. Like in the art gallery the garments are hung for best viewing and then each garment ( like the art) is beautifully conceived and executed.

So I clearly love shopping ….so why do I not buy? Maybe the answer assimilates to a Picasso painting. I may love it , but I would never take it from the wall of the Prado…

Main Picture – Regent Street, London, Jamie_daries unsplash. Massimo Dutti store, from their website. Women with Dove – Picasso