Friday, June 27, 2008


I like to think of myself as a sophisticated consumer with discerning taste. However, I seem to be the only one who thinks that way. Sainsbury's for example, clearly has me pigeon-holed as a sucker who will throw away cash at the sligthest provocation. Everything they try works on me. They discount a family size trifle to £1.69 - I say "bargain" and buy one for dinner. Half a litre of tasteless cream, custard and jelly (net value 12p) later, I feel ill and slightly poorer. They put Cadbury flapjacks on display near the checkout - I say "delicious" and buy one for the tube ride home. Twenty minutes later I feel full of rolled oats and vegetable fat and almost considering saving the trifle for breakfast instead of dinner. They put their special butchers sausages on sale on a 2 for 1 offer - I say "bring on the bangers" and plunge in. A week later, I'm still shovelling away pork and sage sausages for dinner and there's still a mountain of them left in my fridge. It would be easier if Sainsbury's just decided what they wanted to sell me and delivered it to my door each week, then I could pay by direct debit and cut down their transaction costs. I'm sure they're considering it ...

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