Lury explains, “Shopping may be seen as an instance of consumption in relation to the cycle of commodity production…but also a moment of production” (44). She goes on to discuss the “life-worlds of consumers” that foster consuming subjectivity and activities. It is in these life-worlds where we have transformed consumption into an intimate part of our lives. Shopping is no longer an errand, but a treasured ritual and dynamic social experience. The grocery store is not just a site of consumption, but a cultural space for town gossip, familial interactions, and production and planning in the realm of cooking and the domestic space. An interesting instance in which the grocery store extended beyond its shelves and aisles is in the novelty game show Supermarket Sweep. The production aspect of consumption takes literal form in the television program, as consumers use the supermarket space not just for purchases, but also for conquest and competition. Consumers become producers in using products and the space of consumption in their own way, to produce an entirely new function for the commodities. Similarly, Shop ‘Til You Drop took the same format and function of consumers exploring and using a mall space as more than just a purchase point, but an adventurous production.

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Lury quotes Terranova, “consumption consists not in buying or destroying a service or product…but means first and foremost belonging to a world” (103). Belonging to this world involves us consumers to buy into the fantasy and exploration in a shopping experience. When we enter consumption spaces, we try to escape the worries of our everyday life. We try to use the aesthetics and power held within consuming to produce an idealized world, one in which all the products serve to better ourselves. The product may serve as the solution, but the process, hunt, and experience of shopping serves as an almost therapeutic escape and resolution to our problems. The hunt of the consumption experience gets vicious and extreme on Black Friday. From camping out in front of a store to fighting over plasma televisions, Black Friday shows how consumers are not entering the consumption blankly. Consumers use the consumption space as a place of adventure, to release aggression, or simply to bond with family. The entire experience includes traveling to the consuming space, entering the space with family and/or friends, being socially aware of the environment, and traversing the space in their own way and in their own style.

Black Friday Macys, shopping, shoppers

How does the digital age affect the experience of consuming and producing? Where does the interest in online shopping and mobile purchasing fit into the prosumer lifestyle? Do only the digitally savvy manage to transform the virtual consuming into a moment of production?