We spend more time shopping than doing anything else, after sleepand work. So why is it not taken more seriously? The answer: wetake shopping for granted. Indeed, culture can only'work' by being taken for granted. This paradox -that what is most familiar, like shopping, is also the hardest to'see' analytically - provides the starting pointfor this compelling examination of the many dimensions of theshopping experience.Shopping enables readers to realize the significance oftheir shopping memories and milestones, how the rhythm of the dayor week revolves as much around shop opening hours as working hoursor bus times, and why Mayor Giuliani was right after 9/11 to tellAmericans to keep on shopping. From an exciting culturalperspective, Jenny Shaw explores how shopping is viewed, thehistory behind its 'fall from grace', its part in thecommon culture, its role in helping us craft new identities, holdon to old ones, adjust to change, and generally 'hold ustogether' both as individuals and communities.Students of sociology, anthropology, social psychology, mediaand business studies interested in culture and the everyday worldwill be gripped by this engaging and accessible guide to themeaning behind what the ordinary shopper actually does and whyshopping remains so popular despite social and culturalchanges.