A new Marks & Spencer store in Clapham Common, south London, has drawn massive crowds, with queues stretching the length of the high street on opening day. The excitement, described as akin to a Beatles appearance, has surprised even loyal customers.
Zoe Williams, a self-confessed fan of M&S crisps, attended the opening and found the store mobbed by diverse groups. TikTok enthusiasts were captivated by new biscuits, while parents marvelled at premixed cocktails. Yoga enthusiasts patrolled aisles in pairs, reflecting middle-class concerns about palm oil and processing over alcohol or sugar.
The phenomenon is puzzling given existing M&S stores in Clapham Junction and Brixton, both within a mile and a half. Williams suggests the frenzy transcends consumerism, serving as a community gathering to affirm local status and the desire for premium products.
