Consumer culture or sometimes referred to as the culture of consumption or consumerism is said to be identified with Western culture and capitalism. It was Karl Marx who described consumer culture, though critically, as the tendency of people to identify strongly with products or services they consume. There are loads of criticisms thrown upon consumer culture but we quote Don Slater (1997) as he introduced his book, Consumer Culture, and Modernity, there is nothing trivial about consumer culture – through arguments that it reduces social life to trivial materialism have been common currency for several centuries. Rather, the great issue about consumer culture is the way in which it connects up central questions about how we should or want to live with questions about how society is organized – and does so at the level of everyday life: the material and symbolic structure of the places we live in and how we live in them. the food we eat and clothes we wear. the scarcities and inequities we suffer. the activities open to us in our ‘free time’. the unfree nature of much of our time… Consumer culture is largely mundane, yet that mundanity is where we live and breathe, and increasingly so as we sense that the public sphere of life has become a consumable spectacle that is ever more remote as a sphere of direct action. It is his argument that consumption is always a cultural process and that consumer culture is unique and specific.Some sociologists refer to consumer culture as a form of material culture – a study of human activity, particularly that of the person-thing relationships. Celia Lury isone of these sociologists who believe that such a mindset would differentiate consumer culture to consumption. This is helpful because it implies that the material and the cultural are always combined in specific relationships.