So, are you a Waitrose or a Lidl shopper? A few years ago, you would have been one, neither, but certainly not both. How things change. Now, British consumers are running rings round marketers by being a Waitrose shopper on Monday and a Lidl customer on Wednesday. Marketing textbooks tell you this should not be happening. Prospering consumers used to shop at premium quality outlets, while the financially-challenged (‘hard-pressed’ and ‘of moderate means’ to use the geo-demographics parlance) were reluctant guests at their local budget or value store. But not any more. And it is not just groceries where we now display extraordinary promiscuous buying behaviour. Chief Executives now fly easyJet; people mix and match a £500 Hugo Boss suit with a Debenhams shirt and Sales Directors drive to a £26 per night Travelodge in their luxurious Mercedes. The following figure illustrates the pervasiveness of this trend.