- Thoughts on the spending habits of Italians
- Idiomatic expressions as keys to cultural understanding
- Reflections on underconsumption, consumerism, and minimalism in Italy
- Cultural contaminations
Chi più spende meno spende
For years, and I mean years, there were limited options in Italy when it came to shopping. You had to frequent small boutiques, of course there were national chains like Benetton and a few large department stores, but there were wasn’t even a mall near Florence.
Many years ago a colleague shared an Italian idiomatic expression with me: chi più spende meno spende, the English translation of which is, you get what you pay for. It stuck with me. As a lover of language, words, and keen observer of Italian culture and norms, I could cite many more, and maybe at some point I’ll compile a list of my favorites, but lately this one has been dominating my thoughts.
I have now been living in Italy for over 27 years and while Italians and their spending habits have certainly changed, there are a few things that remain true: Italians still prefer quality over quantity, privilege food, wine, and consumer goods that are made in Italy, and truly believe that it’s better to buy less and invest a little more in something that will last longer.
I often reflect upon my Americanness and the ways that living in Italy for so many years has shaped and morphed not only my identity but also my habits. I also wonder, in a which came first scenario, Have I always been like this or has the Italian way of life completely transformed me?
Changes in the retail landscape
When I first moved here there weren’t even shopping malls which was fine with this Jersey girl who despises them. When I bought my first place, we had to drive all the way to Bologna to get to the closest IKEA. The internet didn’t even exist at the time so things like Amazon and other online shopping platforms were not an option. There were a couple of designer outlets and very few places to find things at truly discounted prices. Don’t get me wrong, Italians absolutely take advantage of what’s out there now, but when purchasing items from, for example, clothing retailers like H&M, Primark, or Shein, they’ll often say, durerà la stagione, it’ll last through the season.
Once upon a time though, the only way to buy those high-quality, high-priced goods at discounted prices were the twice-yearly sales that happened in January after the holidays and in July. Those sales still exist but now, because the market has become so competitive and globalized, and due to the proliferation of big-box stores and international and national retail chains, you can find saldi promozionali, promotional sales, pretty much all year long.
A different kind of consumption
For years I would bring tons of stuff back from the States because things were either way too expensive here or they were simply unavailable. Now there is little you can’t find, whether it be online or in person.
I remember when Giada was little and the first 99 cent store opened up around the corner from our apartment. I was thrilled that I could finally get things like school and arts and crafts supplies for cheap. As all parents know, kids go through stuff pretty quickly and instead of buying things at pricier cartolerie, I was able to get her items that I knew wouldn’t have the longest life, but they were an easy and budget-friendly fix.
But most of the time I still live by “you get what you pay for.” I am proud of the fact that I’ve been driving the same car for over ten years, I still wear clothing, shoes, and bags that I’ve had for over two decades, and the same thing goes for much of the furniture and accessories that fill my home. I loathe shopping but when I must, I still prefer to give my business to my local stores, where I have a relationship with those who work there, I can get advice from a human being, and where someone is vouching for the quality of what I’m buying, and I know its provenance.
Purchasing choices can influence society
A recent article in Il Sole 24 Ore states that “almost two out of three Italians (64%) believe that their daily purchasing choices ‘can influence society’, a percentage well above the European average (44%).” The piece goes on to say that, “47% of the sample said they would increase their support for local producers in the next six months: 75% of consumers prefer to buy local brands (especially in the South) and 83% made in Italy.” Why? According to the article “the factors influencing purchasing behavior are quality (41%), discounts and promotions (40%) and avoiding waste (38%).”
Today, it’s impossible not to be inundated with invitations to under consume, to live a more minimalistic existence, to boycott big corporations, to support small businesses, and to favor local and sustainable whenever possible.
A past that informs the present
The Italians I know and observe have always done this and, notwithstanding the rapidly changing landscape, continue to try and live by the wise words, chi più spende meno spende, which is far more than an old proverb that has been attributed to one of my favorite playwrights, Carlo Goldoni, it’s a way of life that I embrace and an interesting lens through which to view and better understand the culture.