Featuring fresh takes and real-time analysis from HuffPost's signature lineup of contributors
Alex Hawley

GET UPDATES FROM Alex Hawley
 

Supermarket Snobbery

Posted: 12/07/11 11:01 BST

How is class defined in England today? Is it still all about who your parents are or were, which clubs you belong to, your education and table manners or are those rumours that social mobility has arrived really true?

Along with cheese in a can and giant foam hands the other great American import of recent times appears to be meritocracy and the English have taken to it like a duck to baseball. Dragging oneself up by the straps of one's boots is now just as, if not more, admired than being sired by the right stud.

In the 21st century new money is accepted just as readily as old. Children of working-class parents can now eschew the professions of their forebears, learn how to say and use 'aitch' and slip unnoticed into a white or even pink-collared profession. Their coalmining roots can then be dragged up and displayed at dinner parties to give much never-needed street cred. It doesn't matter so much which school or University you attended. As our current leaders show you can read anywhere from Oxford to Cambridge...just nowhere in-between.

The question then is not whether or not citizens of this United Kingdom can cross over the dividing lines of class, but whether or not there are any such lines left at all?

I can happily report that the class system is still alive and well. Such a line does still exist. In Angel, Islington this line is easy to spot - you can even touch it. It's the wall between Waitrose and Sainsbury's.

Not being a native Englander I've never quite understood the shopping hierarchy. I naively imagined that if you're buying a particular product, and the product is in many cases exactly the same as it is in the shop down the road, surely you just want to pay as little as possible for it? That's how the market works innit? Apparently not.

My English grandmother used to say she wouldn't be seen dead coming out of Woolworths. I always thought that would be a strange detour for a hearse to make anyway. Sadly she passed away before being able to run through the whole gamut of acceptable supermarkets with me, so I've had to learn this the expensive way.

Sainsbury's appears to be aimed at the centre - if anything perhaps slightly below. If supermarkets were elections Sainsbury's would be targeting the great, occasionally washed, middle; the undecided voter. Of course it stocks all the usual necessities - milk, bread, toilet paper and aisle after aisle of cut-price alcohol, but is slightly limited when it comes to its luxuries.

It contains an entire shop's worth of frozen pizza and ready-made microwaveable dinners but unless your palate is still at the school lunch level, most of these are almost inedible.

For the red meat averse, there are walls of freezers holding nothing but fish fingers at surely unsustainably low prices. These contain warnings such as 'may contain fish' but only the most piscaphobic shopper takes this warning seriously.

The music, or rather muzak, is that of most supermarkets and department stores. Unobtrusive enough so you barely notice it's there, subtly infused with calming lyrics about the joys of Uncle Joes deep-dish frozen pizzas, and is repeated every hour on the hour...or is it every five minutes? It's so lacking in melody it's hard to tell.

It's by no means the bottom of the food-market chain of course. That wooden spoon is proudly held by Aldi. Their soundtrack is Gorecki, spliced in with samples of abandoned children. I think there's even an abandoned toddler aisle there, but they haven't been unpacked or put on shelves yet. They're just on pallets, next to cans marked 'food'.

The girl on the counter, still annoyed at not being cast in TOWIE, hates her job, hates the acne-riddled boy packing your groceries and hates you most of all. How this breed of 'customer service specialist' manages to greet you, enquire as to how your day is proceeding, scan your groceries and demand payment without ever getting close to making eye contact is a miracle.

I don't wish this to seem like a damning supermarket review one way or an advertorial the other, so I will point out that the bill is usually quite reasonable.

For the absent-minded Sainsbury's or Tescos shopper, there are invariably more specials on than you'd realised. At the end of the shop I still have a couple of pounds left to buy the Big Issue which is thrust at me the second I walk out the door. (I'm talking about Sainsbury's here. B.I. vendors know there's no point in waiting outside Aldi).

A foot of reinforced concrete away lies the Narnian land of Waitrose. Aisles of beautifully presented food and assistants stretch out to the horizon. The vegetables are buffed to a high shine, the corn & sage fed free-range chickens look like they lived a contented life and were taken to Switzerland to cluck their last. Every time I walk in I feel as if I've arrived fashionably late for dinner.

The hostess is going to descend upon me at any moment, thrust an aperitif in my free hand and call out to the study that the guests have begun to arrive. An eager assistant will follow soon after, holding up a goat's cheese and pine nut flan alongside my figure: that would look great in you!

The Waitrose Essentials range best sums up the divide. What other stores don't even stock as a luxury, Waitrose considers a staple - Macadamia nuts & figs, queen olives and devilled swans eggs. After all, man cannot live on foccacia bread alone.

It's the only supermarket I've been to just to browse, but sadly browsing is often all I can do. At the end of the Waitrose experience one of the charming cashiers enquires as to my health, adds up the bill, then begins reciting a number which sounds like pi...except I seem to be waiting an awfully long time for the decimal point. It's a wonderful place to visit for flatbreads and flattery, but if it's bog roll you're after Tescos or Aldi will do just fine.

 

Follow Alex Hawley on Twitter: www.twitter.com/@AlexHawley2

 
 
  • Comments
  • 28
  • Pending Comments
  • 0
  • View FAQ
Comments are closed for this entry
View All
Favorites
Recency  | 
Popularity
Page: 1 2  Next ›  Last »  (2 total)
This user has chosen to opt out of the Badges program
09:55 PM on 07/29/2011
I can't believe the snobbish comments below. My butler (or his assistant, or the first, second maid) never judge people by their choice of supermarket. What is a "supermarket"? Seems they attract foreigners; he'll be picking up ideas of Bolshevism.
09:49 AM on 07/13/2011
I have other problems. But i know if a person has a white mother and Asian father, he or she normally tries to hide his origins, unless his color of skin betrays him. The best is when I heard a young man tell somebody after he was asked if he was Indian, said: No, i am not Indian, my father is.
Life is so snobbish and racist. Shame. Your own children avoid you.
12:16 AM on 07/13/2011
shopping at Waitrose for me is more about food snobbery (disclosure: I'm French).. as in getting good quality, tasty, food, at no more or even less than the top range at Sainsbury's (which is not middle as you say, but just the notch under Waitrose. proof: look at what shops you find in SW London, where I live: Waitrose and Sainsbury far more numerous than Tescos, Asdas or Morrisons. Actually your description of Sainsbury seemed far more like a Tesco to me).

Even some stuff are cheaper at Waitrose (like the brand of cigarettes I smoke) because they shift more volume of it to their target audience.

the fact the staff is actually friendly (because they have a stake in it since it's a partnership rather than a giant multinational corporation) is bonus.
This user has chosen to opt out of the Badges program
09:41 PM on 07/29/2011
"SW London." As in Brixton?
11:48 PM on 07/12/2011
Are you trying to say that lesser mortals still shop in those huge unfriendly hangery things?

How .... backward!

Excuse me, but my personal butcher is coming round to measure my oven...
photo
HUFFPOST SUPER USER
deluk
disgusted.
09:53 PM on 07/12/2011
"meritocracy" is a great American buzzword, in fact since the industrial revolution and even earlier it's the British who've really put it into practice, you only have to look at the backgrounds of British prime ministers compared to American presidents to see that.  "Ivy league"..."trailer park trash"..Walmart shopper"..I find Americans more obsessed with class than Britons, even down to the "class" of their nation compared to others.
09:25 PM on 07/12/2011
witchfinder general
08:19 PM on 07/12/2011
My husband may be English but does not have one snob bone in his body. He can't wait to leave UK & join me here in Australia. We might have some slight snobbery here but nothing can compare to UK's which you can feel & see everywhere. And if I see any snobbery here in Australia, I don't put up with it & I will say something about it.

So if you meet a snob, take a peg or two down from them & make them realise that they are just human beings who farts & use the lavatory/toilet like the rest of us & eventually die one day, like everyone else & that will quiet them for a long while :-D

From an Aussie woman who loathes snobbery but lives a rich fulfilling life,

Bozana
photo
HUFFPOST SUPER USER
deluk
disgusted.
09:47 PM on 07/12/2011
like the article, your comment is nonsense, the English are no more snobby than the Australians and considerably less snobby than Americans.
11:51 PM on 07/12/2011
Quite!

I have a couple of Aussie friends in Sydney, and they can make Sloan Rangers look like Barnsleydale United Foodball club groundsmen on a Sunday afternoon in the rain.

And the worst sort of snob of all is the one who thinks everyone else is one....
08:19 PM on 07/12/2011
Some shops refused to help you out based on how you look & if you look you have money, they are all over you in seconds. My sister used to work in Louis Vuitton at the Crown Casino, Melbourne & she would attend any person who would come into the store & yet others wouldn't. One man walked into the store, who just wore shorts & crappy t-shirt & looked uncouth, who turned out to be a millionaire & spent a lot of money & always asked for my sister to help him out, as the others who worked there ignored him when he first walked in. Later on, he invited my sister out for a business dinner with some of his clients, which my sister enjoyed. So you can't always judge a book by it's cover.
08:19 PM on 07/12/2011
Buying a car in UK was a hassle, & LOADS of snobbery around, as I love driving automatics & in Australia about 90% of Australians drive them now. I got weird snobby rude looks from car dealers & telling me, we don't sell Automatics, only Manuel & if you wanted to buy an Automatic, we (care dealers) have to order it in. And there was none to test drive, unless you went to Honda, Mercedes, Lexus & BMW. Trying to get a hold of an Automatic Car to test drive tried my patience & waited for weeks for the car dealers to TRY arrange an automatic car to test drive & lots of times fail to get one. We ended up with a deep blue Citroen C4 Picasso Tiptronic (which is both manual & automatic) as the car dealer was worried that he wouldn't be able to sell an automatic after our private lease runs out. FYI, we always used the Automatic part. Nice to quickly speed from the red light to green to go to 30mph & leave the manuals eating your dust. My husband no longer drives manual.
photo
HUFFPOST SUPER USER
deluk
disgusted.
09:54 PM on 07/12/2011
reading your comments, I don't think you're quite sure what "snobby" means.
12:05 AM on 07/13/2011
Suddenly felt the urge to take a thoroughly snobbish look at the OED with reference to "Snobby" and found this delightful example from 1852:

"Thither comes the snobby gig, conveying red-faced individuals."   

Mind you, "snob" has a mixed heritage. It can mean:

"One who despises those who are considered inferior in rank, attainment, or taste. Freq. in extended sense with defining word that limits its reference to a particular sphere."

Well, that is what we are used to. However, an earlier meaning appears to be:

"A person belonging to the ordinary or lower classes of society; one having no pretensions to rank or gentility. "

It is also the last sheep to be sheered. Who would have thunk it?
08:18 PM on 07/12/2011
It was very nice telling my snobby brother in law & his wife, how much money we spend per month on food. Their response was, that the spend up to three times as much per week on food & they do go to very expensive places to buy their food. They also have three kids. I would still able to feed all of them on the budget I had.

Oh by the way, you can't mention farts to your snobby in-laws, even if they are family!! I found that astonishing! I wanted to mention if it's my husband's family trait or not... but oh no, we can't discuss that. A very big taboo,.
08:18 PM on 07/12/2011
Took me awhile to get my food shopping bearings. I wanted quality food but for cheap price. UK prices are shocking when converted to Australian dollars & I decided from the onset to be frugal & approach this as a challenge. Costco provided for most of our needs & grabbing 25kgs bag of unwashed potatoes on the way of Melton Keynes from a farmer shop & 10kgs of onions not far from the Aylesbury's market square in a fruit & vegetable shop. And bought odds & ends that you couldn't get in Costco, we went to Aylesbury's Morrisons, Tesco & in Melton Keynes, the huge Asada. I loved Morrisons the best, as they had a huge variety in a small store & loved Costco for the bulk buys, meats & value. Paying occasional visits to Indian or Pakastani & some continental shops in Oxford helped a lot too. We only shopped once a month or every two months & only spend from £65 to £145 per month or two.. For about three months there, we didn't shop for anything & actually saved money.
08:17 PM on 07/12/2011
I've had snobbery in Aylesbury, in Tesco's, due to teenage boys from nearby grammar school, grabbing their big lunch & being my FIRST time food shopping on my own, I had RUDE comments about me while I was RIGHT there, being in the wrong lane (& other rude comments which I won't mention).. AND I was because I didn't know I was in the wrong lane & in Australia, I'm used to people who work for Coles or Woolworths, to pack my groceries away in bags for me, while in UK, you have to QUICKLY do it yourself. So, since I was on my own, I'll go through the self scanner & slowly pack the things myself & I had about 30 small items & trying to find bar codes on product br&s that you aren't familiar with was tedious, so I had that too contend with. After these teenage snobby boys rude comments, I nearly turned around to tell them off in my Aussie accent but I didn't but now wished I had.. Instead, I told my husband about it & he told few of his workmates about the incident & one of my husband's workmate had a son that attended that grammar school & promised to get something done. Next I had heard that the principle of the grammar school had grounded all the boys from going to Tesco's during their lunch times & in future to mind their manners whist in public. So in a way, I
photo
HUFFPOST SUPER USER
arkymorgan
Nobody knows the trouble I've been...
08:10 PM on 07/12/2011
I had a tutor who shopped at Saisbury's, but he brought his own Waiterose bags...
08:02 PM on 07/12/2011
I'm an Australian who lived in Aylesbury, Buckinghamshire from the year 2008 to June, 2010. My husband is English. I found class divide to be live and truly well. Not much people would look into your eyes while serving you at the counters, until I say in my very Aussie Accent and bright positive cheery voice, "Hi and how are you?" Which takes them aback and wakes them up from whatever daydream they were in and really look at you instead of their dead gaze but return with bright eyes and a cheery voice, "I'm well and where are you from?" and strike a very cheery conversation.
07:57 PM on 07/12/2011
The middle class, and I mean the metropolitan middle class, rather than the Daily Mail middle class always find something that they find distasteful, say supermarkets, fast food, lap dancing, then do their own version which is politically acceptable, but basically the same ie: gourmet burgers, Waitrose and burlesuqe. Alex has pointed this out beautifully here.