Why online shopping is like a modern dream

When I was a child, I used to enjoy browsing shopping catalogues. I'd start at the beginning, with the make-up and jewellery sections, working out what I wanted. Sometimes, my younger sister would join me, and we'd end up arguing over who was allowed to own which imaginary items.

I still love catalogues. I still love ogling potential possessions. Recently, my friend returned from Bristol with a furniture catalogue from a large store. Living in Cornwall, these large shops are both novel and aspirational. We have the Cornish version, Trago Mills, which somehow doesn't live up to my idea of aspirational shopping.

Having said this, I think you can tell a lot about someone's social status from their home interior aspirations. This doesn't mean, given the money, I wouldn't be tempted by an expensive makeover. However, I like an edge of reality to my daydreaming. On my budget, cheap Swedish furniture may be as good as it gets. But at least I know where to find furniture.

Online shopping is the modern day equivalent of catalogues. I can spend hours browsing page after page of desirable objects, and then, even better, I can log onto price comparison sites and get the best possible deal. I can find a wealth of information and reviews on everything I might possibly want to buy. Depending on how much time I want to invest in research, I know I can find the best possible product, at the best possible price.

Another advantage to shopping online is there are no people. I am a single mother and I don't have much spare time. Shopping online means I both avoid toddler tantrums, and is quicker, so I get more time to socialise with the people I want to see, and have time to treat myself to luxuries such as manicures and massages.

I also have more control when I shop online, I spend less money. Whilst I have made my fair share of impulse purchases, mostly bargains on online auctions, I am less likely to be drawn into expressing a need for random articles. In shops, I can convince myself I can't live without an unnecessary item, but online, I seem to have more sense. In shops, I get caught up with the lights and the psychology. I know I shouldn't, but I seem not to be able to help myself, and always end up spending at least thirty pounds more than I intended.

I still love catalogues. I love the smell of a new catalogue, waiting to be opened, the pages almost sticking together in their newness. However, I also know a large part of this love is due to nostalgia, and given the choice, I'd opt for online shopping every time.

However, I'd be lying if I said I still didn't enjoy the daydreaming aspect, and some of the time I save in regular purchases is still spent browsing sites, and making mental shopping lists of things I would buy if I had the money.

About the Author

For a range of goods from computers to garden products, you can find furniture or a cheap ink cartridge, clothing and even a four poster bed, uk.shopping.com and dealtime.co.uk are a great way to find products online and include product reviews.

Author Profile: Sarah Maple

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