Mercator

Spending power and the power of spending

At a time when almost everyone is trying to spend as little as possible, it’s worth remembering why we do some of your spending in the first place. At its most basic level we need to exchange money for survival - payment for food and utilities - but even in these straitened times, there is still a lot of room for exchanging money for meaning. Spending is a power activity - the buyer has power in the form of money which they can deploy for the purposes of self-fulfilment. Every time we buy something that we want - as opposed to something we really need - we are using our spending power to get the item in question but also to get the power-of-spending ‘rush.’ When a customer emerges from Brown Thomas with a lipstick or a pair of cufflinks they may have gone in for a dress or a suit. They didn’t get what the item they wanted but they couldn’t leave without the rush so they opted for a consolation prize, a Match 4 instead of the jackpot.