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by Aditha Dissanayake

Its ages till April 14 and the New Year Celebrations. No other festival is round the corner. Yet, step into any supermarket on any day of the week, and you will be amazed at the way every one around is piling their trollies sky high, with everything from bombay onions to toothbrushes, brooms to hair sprays, toilet paper to MP 3 players, as if they are expecting the Flood at any moment, and are about to board the Ark.

This, in a country where everyone is grumbling that the cost of living has scaled the heights of Pidurutalagala, is surely a phenomenon worth exploring.

And when explored, a phenomenon which might reveal that this extensive impulse for shopping might be an attempt at flaunting one's wealth.

Whether this is so or not, why worry about the aftermath of the Geneva talks or bird flue or new legislations on imported movies, when something more enjoyable is at hand-like shopping.

What is it that drives everyone towards shopping? The reasons are many and the marketers are not complaining whatsoever. For young women like Vinodini, shopping means self-indulgence. "I'm more into impulsive shopping".

For others its a sure fine way of over-coming depression. "I shop when I'm sad, and end up feeling I'm on top of the world" says Charmini, and adds whenever she is in a supermarket she feels compelled to buy something, regardless of whether she needs it or not. Therese too says she enjoys shopping, and never sees it as a chore. "My cart gets piled up automatically, and sometimes I have to get my daughter to push another cart behind me".

She sees shopping as an adventure because every week there are new products on the shelves - especially in the cosmetics section. Shopping is also seen as a major stress buster by working women.

"Shopping puts me in a lighter and a brighter mood on most evenings, when I stop at the supermarket on my way home from work", says Nishani, the Legal Officer in a foreign bank.

Men are no different. "Shopping is a challenge to the brain" says Arjuna, who calls himself a "web-architect". "I make a lot of decisions - compare this price with that, and at the end of a shopping spree feel I have accomplished something".

Pull out your most recent credit card bill, and take a look at when you did the most damage. The chances are in a supermarket.

But why worry? Especially if it makes you feel good? Foot-massage good! or first-kiss good! Or in other words - happy!

If the mantra is "I shop. Therefore I am", welcome to the club.

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