Over the years, I have spent a pretty penny on therapy. I have also spent a lot of money in Waitrose, of which there is a big branch that I like to call a ‘flagship’, very close to my flat. Of the two, therapy and Waitrose, it is probably Waitrose that has provided the most mental relief and has certainly been better value overall. Items may cost a bit more than they do at other supermarkets, but it’s free to enter the shop and there is no time limit on browsing, peering closely, or fondling the goods.
Waitrose is not a shop that rewards a quick in and out, which is why I struggle to see the point of its Little Waitrose offshoots
Waitrose has soothed me over the years in several ways. There’s its soft but creative approach to consumer delight – the very best end of market economics. If women have famously maxed out their credit cards on shoes and candles to attain peace and escape, I find Waitrose’s startling array of goods a similar shrine to desire, whim and pleasure.
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