
…Most of my shopping currently involves the purchase of objects pointed, sharp, heavy or villainously hinged. My weekly shop is like a cornucopia of self-harm requisites. The vast majority of fellow DIY store shoppers, it seems to me, are ‘on a mission’ to find the one thing they specifically need to finish whatever they foolishly started: a box of 40mm size 6 screws with a pozidrive head, a tungsten tipped masonry chisel or three gross of six inch galvanised masonry nails. Lane meandering is seldom on the agenda. Nobody ever puts something unintended in their basket on the simple premise that it has been massively reduced because it reaches its sell-by date tomorrow, or that you can buy three things you do not need for the price of two. That is not the way that DIY shopping works. The stress of leaving an unfinished job behind you whilst you search for the very thing that you had no idea you would need to complete the job ensures total focus. Take a short trip across the car park to the supermarket however and you will find that all bets are off.
Enter almost any supermarket and the first thing you will encounter is a cornucopia of brightly coloured fruit and vegetables. The shiny, colourful exuberance of it all will entice you in – like free bets at the bookies – and if you succumb and slip some into your trolley, you will find that it is all squashed flat by the time you reach the checkout. The dark art of the supermarket layout is to guide you past all the things you never knew you needed before delivering you at the doorstep of those you do. It is why the booze is always in the furthest back corner of the shop.
Supermarkets are, basically, mazes with baked beans. The people who design them know how people will walk around the shop, they have to, because the best stuff always has to be at eye level on your right. The tinned okra is always on the left, either so high that people of my height can never reach it, or so low that people of my age cannot stoop to pick it up without farting. Even supermarket planners have some scruples.
The simple fact, though, is that supermarkets seldom work as they are intended to because they are all full of – how do we say this? – people, and people seldom ever do as experts predict they will. They walk the wrong way along the aisles, they stop their trolleys and chat for hours in front of the Bargain of the Week, they enter the shop knowing exactly where they want to go and precisely where to find the gin. Somehow the act of chatting in the supermarket overrides all normal mores of societal propriety. Want to get to the other side of two elderly shoppers discussing the scourge of antisocial behaviour, their trolleys parked barrier like across the aisle? You will have to go around another way. Want to look at the yoghurts on the other side of an impromptu mumsnet meeting? You will probably have to come back another day. Want to get close to the bargain ticketed fresh produce while there are pensioners in the store? Forget it. Unless you are looking for quinoa or tamarind sauce, arthritic fingers will have already bagged the lot.
Supermarkets suck up all of the people you do not want to be around. Just remember, you are one of them! They do not want to share space with you any more than you with them. Most people in the supermarket just want to be out of it. That is why all social niceties are left at the door. A none shall pass mentality prevails. A smile will be met with a snarl, a cheery ‘Good Morning’ will probably see you reported to a staff member. ‘After you’ are two words that you will never hear uttered at the checkout. The most reticent of British souls will defend their place in the queue against allcomers. And nobody with a trolleyfull will ever use the self-checkout – they are useful only when you want to get out quickly with your purchase of a single tin of evaporated milk. The wait for a feckless teenager to authorise your purchase of alcohol; to certify that your small tube of toothpaste is not – as the scanner decrees – a three thousand pound TV; that the full discount has been applied to all of your multi-buys; that there are no unexpected items in the bagging area, far outweighs the time saved by putting someone out of a job. Not to mention getting stuck behind a dithery old fool trying to scan the humbugs one by one…
It would be stretching the point to claim that the supermarket is my least favourite place to be – that honour goes to the public swimming baths changing room – but I would prefer to be almost anywhere else. My wife will not embrace online supermarket shopping because she wants to see what she is buying. She does not know what she ‘fancies’ until she has passed it on its eye-level shelf, right side of the aisle where you can smell the freshly baked bread and the coffee (but not the fish, which has an extractor fan strong enough to suck up the Titanic, playing across it) so, short of starvation, we are stuck with one another, the supermarket and I, and my only consolation is that it is not the DIY store…





