Ethnography of Salvation Army Thrift Stores in Ontario, Canada

This paper explores the issue of ethnography by using the case of Salvation Army Thrift Stores in Ontario, Canada. It discusses the shopping, consumption, and consumerism aspects of thrift shopping and how it differs from dominant forms of shopping. The paper also examines the socio-economic system and the culture of consumption reflected in thrift shopping.

Sociology
Popular Culture
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Sociology
Ethnography is the act of recording the human cultures through interviewing, observation and
use of research methods. The paper will describe the issue of ethnography by using the case of
Salvation Army Thrift Stores in Ontario, Canada.
Shopping, Consumption, and Consumerism
Shopping
Shopping is the process of browsing and or purchasing commodities in exchange for money.
Shopping has existed as long as there has been money. The motivations for shopping can be
extracted from the different shoppers such as the “economic”, “apathetic”, and “ethical” ones.
Studies conducted reveal that shoppers are more engaged in socialization than buying of
commodities (Akenji, 2014).
There are two important motivational orientations that elaborates the shopping motives. First one
is utilitarian, which is task related, efficient and rational. The other one is; hedonic, which is
subjective resulting in playfulness issues (Bauer, Wilkie, Kim, Bodenhausen, 2012). According
to various scholars and academicians, the two types engage in different aspects which determines
their satisfaction level.
In addition to this consumers get both hedonic and thrift benefits from thrift shopping.
Furthermore, they found that the pursuit or practice of thrift itself (as an outcome) provided
hedonic benefits. It is vital to know shopping, consumption, and consumerism are closely related
(Belk, 2014).
Consumption

Sociology
Consumption can be described as the act of using up a resource. As discussed above, shopper’s
forms a clear example based on aspects of consumption since they exhibit different consumption
behaviors determined by the buyer’s level of involvement and interest in a product (Copeland,
2014). Some of the shopping processes include; habitual buying behaviors, variety, dissonance
and the complex shopping. Different researchers argue differently on the four behaviors.
Complex buying behavior is exhibited when the consumer exhibit differences between brands. In
variety behavior, here the consumer buys different products because of the urge to seek variety
(Hamari, Sjöklint, Ukkonen, 2016). As such, marketers need to encourage them to stick to a
certain product by offering incentives such as discounts and free samples. Dissonance buying
behavior is associated with habitual buying behavior whereby they are characterized by low
involvement of the consumer.
Consumerism
Han and Yoon (2015) defines consumerism as the organized-efforts by individuals, groups, and
governments to help protect consumers from policies and practices that infringe consumer rights
to fair business practices.
As such, consumerism is an important aspect in our lives. It functions much as a way for
consumers to communicate with society at large where they fit. Jean Baudrillard claims that our
purchases reflects the consumption aspect which relates to our psychological production of self
(Hsu, Chuan-Chuan Chiang, 2013). Consequently, the postmodern consumers they cannot be
satisfied since the products they purchase are described as “characteristic signs of happiness”.
Therefore, consumers in order to meet hopes of getting fulfillment, they are forced to consume
more products for specific time.

Sociology
Moreover, product promotion through adverts offers an image of the transformed self; and
consumption gives the means to effect that transformation (Stromberg). A good example of this
can be found in women's magazines in how they constitute a meta-advertisement. Consumerism
is more than just a business system- it is the main mode in our modern society that functions thus
in position to get appropriate products.
How shopping at a thrift store differ from dominant forms of shopping
A thrift store is a shop which is involved in selling second hand products that is goods and
products used by the public. Also known as charity stores, thrift stores actively seek donated
merchandise to be sold in their various outlets from which the proceeds are used for mission-
specific benevolences such as building homes, worker training, youth development and other
valued initiatives (Javadi et al, 2012). Shopping in thrift stores are uniquely different from the
other dominant forms of shopping such as vintage shopping, resale shopping, and second-hand
shopping. Even though many people have difficulty differentiating between these, thrift stores
are unique in their own way. Firstly, thrift stores cover a variety of products ranging from new
products donated by firms that are winding down to used products so one can find commodities
that are in mint condition. On the other hand, vintage shops limit themselves to old special items
and their prices tend to be relatively high due to the authentication involved.
Jiang, Yang and Jun (2013) argues that shopping at a thrift store gives one a unique shopping
experience that cannot be felt in the other forms of shopping. This is because of the fulfillment a
shopper obtains knowing that they are helping out a charitable course. Additionally, thrift
shopping comes with a thrill of finding different items with each visit since thrift shops have a
constantly changing selection, which also provides an opportunity for one to develop a unique
wardrobe for those shopping for clothes.

Sociology
Moreover, the products in a thrift store are sold at a relatively lower price as compared to other
stores which give a shopper the chance to stock or furnish a home on a tight budget. Thrift
shopping also offers one the feeling of going on a treasure hunt as one has to dig through the
racks to find their desired product which may at times turn out to be a genuine vintage item that
is out of production.
Location of selected thrift shop
Salvation Army stores are located in various areas across North America, especially in small
towns. This store is owned and run by the Salvation Army an international charitable
organization founded on the basis of helping the poor people in society thus meeting “physical
and spiritual needs”.
Therefore, this particular store forms a good case study. The proceeds from these stores go to the
Salvation Army’s emergency relief efforts and adult rehabilitation programs (Kim et al, 2012).
The products are donated in different ways that is through Family Stores drop-off bins and
through community centers. However, not all items can be accepted as donations. This is usually
the case where the Salvation Army lacks the license to deal with certain products, for instance,
gas products.
The image of a store is essential when it comes to making sales. To many people, the picture that
comes into mind on the mention of thrift stores is that of dingy floors, bad lighting, and torn
clothing heaped together, which is far from the truth. Thrift stores have also been perceived to
be of unfavorable condition. In recent years, thrift stores have taken major steps to improve their
image overall (Montgomery & Mitchell, 2014).

Sociology
Various polls conducted revealed that 70% of adults admitted that buying used products is more
socially acceptable than it was 5 to 10 years ago. Moreover, charities that have an image of being
honest, well-managed, trustworthy and operationally efficient had higher favorability ratings for
new unconventional merchandise. Salvation Army uses brand differentiation and positioning
strategies to create a competitive edge.
Who shops at thrift shops and why
A study found that people were most likely to shop at Thrift stores as they aged. The main
motive for thrift shopping is usually the affordability of its merchandise. Moreover, even
teenagers were turning to thrift shops as the economic conditions toughened (Montgomery &
Mitchell, 2014).
How thrift store presents its merchandise
The consumers of thrift shop merchandise cut across the different ages and compositions in the
population. There are three segments of thrift shop consumers: moderate means, comfortably off
(middle-income thrift shoppers) and urban prosperity (upper-income thrift shoppers) (Podkalicka
& Meese, 2012). The selected thrift shop in this paper presents its merchandise in this way.
Who works there?
Various people work at Salvation Army Stores. The stores employ both permanent and on a
temporary basis as well as on a part-time basis. The Salvation Army also hires ex-felons
depending on their circumstances (Hamari, Sjöklint & Ukkonen, 2016). There are many
employment opportunities available for them nationwide and are able to work their way up to
become managers or even work in the corporate offices. For example, there are opportunities
such as managerial positions in the thrift store.

Sociology
What this shopping mode tells about the socio-economic system and the "culture of
consumption"
One of the most significant benefits of thrift stores to the economy is the employment they
provide to thousands of individuals. Reports indicates that the Salvation Army Thrift store
launched a “salvage brigade” motion that helped the poor people in society (Podkalicka &
Meese, 2012). During the period of post-war prosperity in the US, business at the Salvation
Army thrift stores boomed hence a large uptake of new employees.
The shopping mode tries to highlight what is all involved to build a socio-economic system. This
is relevant on the shopping mode in the Salvation Army thrift and how it is based to the social
classes (Montgomery & Mitchell, 2014). Basically, the products in the store are categorized in
classes whereby there those products which can be purchased by upper class individual and those
can be purchased by the working class. This means that the shopping mode is all related to the
value of cash from different customers. On another hand the shopping mode supports the culture
of consumption in different dimensions. First the shopping mode in the thrift store is based on
the issue of status rather than the aspect of satisfaction. It’s clear that the shopping mode in the
Salvation Army thrift stores is defied by the materiality and conspicuous consumption (Javadi et
al., 2012). For example, the thrift store has been using different adverts targeting various cultures
thus attracting large number of customers. Through this process it’s clear that most of the
products sold in the thrift store attempts to package the “experiences” but not simply the
products themselves.
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Sociology
References
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Sociology
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https://www.thriftstore.ca/about/faq

Sociology