Approaching Provisioning

People engage in provisioning to accomplish more than merely the acquisition of offerings (Miller 1998; Tauber 1972). Miller (1998) finds that most provisioning focuses on thrift, whereby money saved now may be spent in the future. In that same study, Miller submits that most shop- People engage in provisioning to accomplish more than merely the acquisition of offerings (Miller 1998; Tauber 1972). Miller (1998) finds that most provisioning focuses on thrift, whereby money saved now may be spent in the future. In that same study, Miller submits that most shop-

marks for thrift provisioning.

research characterizes thrift provisioning as one approach to Prior research has shown that people employ thrift pro- shopping, in which people aim to obtain requirements

visioning as a means of creating surplus, which is then within their lived experiences well within designated

saved for special forms of consumption (Cappellini and earmarks. In addition, I find evidence for splurge provision-

Parsons 2013; Miller 1998). Furthermore, such windfalls ing, defined here as provisioning that contributes some

are more likely employed for indulgences (Belk and Wal- degree of excess, extravagance, or indulgence in a person’s

lendorf 1990). Research also suggests that people may lived experience. Next, I present experiences of thrift and

access such surplus to support unplanned purchases that are splurge provisioning as well as influences to provisioning

prompted by in-store promotions (Stilley, Inman, and approaches.

Wakefield 2010b). In this research, I find that people who Thrift and splurge provisioning . Consumer experiences

generate surpluses may manage them as windfalls and that highlight two primary approaches to provisioning in the

such windfalls may support thrift or splurge provisioning. market, as exemplified by Kelley:

Consider Tess, a young single mother, who uses her income taxes as a form of savings account. Instead of taking allow-

You can play hard, but you’ve got to work hard and you need to save and think about tomorrow, too. I’m a huge

able deductions for herself and her daughter, she takes none advocate of thinking about tomorrow.... I’m providing

to ensure receipt of an income tax refund: [my son] with a roof, clothes. I’m not going to overdo it,

I just got my income tax [refund] back, and I even got but just the basic things he will receive. He will have to

more money than I would ever get [claiming a depen- work for that, ’cause he needs to understand value, the

dent]. I’m like, “Yes!” [I] saved it for my car instead of meaning, the need. (Kelley)

just blowing [the money] on clothes and stuff, which I In acknowledging her different approaches to provisioning

wanted to do.... The thing is, I put way more aside [for the for her son, Kelley focuses on fundamentals of care for car] than what we needed. ‘Cause before [the refund], we

were living check to check. (Tess)

which she and her husband are accountable. In contrast, she later describes the desire to “play hard” as pursuits of enter-

Tess creates a visible earmark in the form of tax payments. tainment and its associated thrills, which are special and

She then employs thrift provisioning to acquire a car in lieu indulgent. Although she is adamant about providing for her

of splurge provisioning to obtain new clothing. In addition, son, her approach is that of thrift provisioning, in which the

thrift provisioning for the car delivers surplus that is used to emphasis is on meeting requirements. In contrast, her

supplement their daily living. Thus, Tess earmarks tax pay- approach to pursuing entertainment for herself and her fam-

ments to create surpluses for future consumption. ily foregrounds experiences of joy and pleasure reflective

Whereas Tess barely makes ends meet, Emery, her hus- of splurge provisioning.

band, and their two children live comfortably. Emery’s par- Kelley also describes how earmarks and the relation-

ents were financially secure, and they created college funds ships to different forms of provisioning influence her per-

for each of their children in lieu of spending on what they ception of her resources:

perceived to be extravagances—new clothes for each of I could not live check to check. I mean, I do today. I do in

their three daughters. Indeed, Emery recalls what she per- my mind. I’m like, okay, I’m living check to check.... It’s

ceives to be a deficit in her upbringing: the ever-present a mind game with me. It does help me obtain my goals

hand-me-downs from older sisters. She describes how she and do what I have to do, and it keeps me in check. So I

now approaches provisioning as a means to fortify and sus- play like I live from check to check, which I do. That’s

tain her self-image:

just what I do. I’m like, you know what? I can’t spend, ’cause I don’t have any money. It’s like lunch. If I just

I really like to go shopping now, because when I was lit- spent for lunch eating out, dinner eating out, it’s like,

tle, I wore [my sister’s] hand-me-downs. I don’t remem- okay, I have no more money. I’m done. I can’t do it. I’m

ber getting a new thing until I was like in maybe in fifth not going to keep going to the bank to spend money on

grade! Which is not true, but that’s what I felt. So, when I food and I’ve got food at home. (Kelley)

started making money, it was like, “Oh, nothing can stop me now!” I want to be able to buy new things. (Emery)

Kelley employs thrift provisioning to support acquisitions of food to stock her refrigerator and pantry—compliance to

Though Emery can never eradicate her childhood experi- an American social norm which expects that parents should

ences, she seeks to right those perceived wrongs in adult- provide foodstuffs to nourish their children. This practice

hood with earmarks intended specifically for maintaining a acknowledges that although food is sustenance, all food is

fashionable wardrobe as a means of conveying self-worth not equal in experience or meaning. Likewise, Kelley

and supporting her well-being. Emery later shares her engages splurge provisioning to support dining outside the

experience of shopping while out of town for a conference. home, thereby providing an indulgent means of obtaining

She chose to shop in a specific store given her participation nutrition that may be associated with receiving a treat.

in their loyalty program. As a result of this participation, Notably, when she has exhausted her earmarks in support of

she accrued a benefit that afforded her an opportunity to splurge provisioning, she does not reallocate excesses from

acquire one more outfit than planned, a form of stockpiling. earmarks that support thrift provisioning. Rather, she adapts

When acquiring clothing for herself, she tends to employ

Beyond Fungible / 89 Beyond Fungible / 89

tend to focus on thrift provisioning to create surplus for The windfall Emery experienced resulted in a form of

their daughter’s private school education. As their daughter stockpiling. Whereas Emery’s windfall occurred through a

is now about to transition from high school to college, they benefit provided by the retailer, Megan experiences a wind-

prepare to send her off:

fall exemplary of how it is depicted in the literature (Belk There’s lots of goals. My most important goal now is [to and Wallendorf 1990; Stilley, Inman, and Wakefield

pay off] the credit card. But now I’m saving money 2010a):

towards my daughter’s graduation. She graduates next year in 20[XX] and my goal is to save $2,0[XX] for her

My parents have always just felt strongly that you don’t graduation gift. I’ve already got that set down, like, give money as gifts.... If they did do it, because they did

divided by 12 or whatever, and I need it by this time, so do money, it was for something very, very specific. And,

that’s actually in motion right now. I want her to do what- if it wasn’t for something that specific, it would be, like, a

ever she wants to do with that. Knowing her, she’s not rolled-up computer certificate that would say, “A Day of

going to spend it all. She’ll spend some on books and Shopping with Mom!” You know, something like that.

music. That’s her thing, books and music. We all have our Then it was still an experience together and not just,

three different libraries in our house. So, she loves books “Here’s money. Go to the mall with your friends.”

and music. (Carol)

(Megan) Carol and her husband’s experience illustrates that people

These informants’ experiences provide additional insights employ earmarks to prioritize actions they want to pursue: into how windfalls may be designated with similar ear-

the couple leverages one earmark to celebrate the milestone marks, though they result in distinct forms of provisioning.

of their daughter’s education and another to address near- Whereas Emery obtains a windfall that she designates with

term priorities with respect to Carol’s credit card debt. Such an indexical earmark and employs in thrift provisioning,

priorities are constrained by available money and influence Megan employs the windfall stemming from her indexical

what may be acquired. Thrift and splurge provisioning are earmarks for splurge provisioning.

evident in both everyday and extraordinary experiences. I Provisioning approaches may differ in their manifesta-

find that people experience provisioning primarily as thrift tion. For one couple celebrating 50 years of marriage with a

when the focus is on saving, and as splurge when the focus cruise vacation, splurge provisioning manifests when they

is on indulgence.

invite and partially fund their family’s travel expenses to join them. Brad and his wife, with decades of provisioning

Influences to provisioning approaches . Many factors may influence people’s approach to provisioning, including

under their belts, allocate resources to a celebration of family with their children and grandchildren. Through this

their social address, which comprises their chronological place in life as well as how (e.g., religion, socioeconomic

vacation they aim to solidify family identity (Epp and Price status) and where (e.g., geography, culture) they grew up 2011) and perhaps extend their family legacy. Thus, they (Bronfenbrenner 1986). Consider Richard, the son of a suc- employ indexical earmarks along with splurge provisioning: cessful entrepreneur, who grew up on the West Coast, as he

We’re going on a family cruise for our 50th anniversary in

describes his college experience:

November. So we booked all these rooms and we got them really close together. Well, just recently, our daugh-

[My dad] gave my sister and I $2,000 to invest in any ter decided her husband really wanted a balcony room.

stocks,... this would have to be when I was in high Ours were not balcony rooms because they were more

school.... When I was at [college, my dad] bought a condo expensive. So, two of the grandgirls are staying with us

in [that city] as an investment. I was supposed to manage and two are staying with them. So they moved up the ship

the condo and move in—at that time, a rotation of 20 several decks and they have a balcony and we’re still

guys—and collect rent and everything else. (Richard) down there. So [when] we go on the cruise, the two girls

In addition, Richard describes his father as an African in our room are going to say, “This is not fair.”... This

cruise we’re going on, we’re paying part of each family’s American man who tried to prove himself as successful to

cruise. They actually have more money than we do, but avoid being judged by the color of his skin. Richard we’re paying! (Brad)

believes that his father’s drive to be perceived as successful pushed not only his father but himself as well. This is

Brad and his wife earmark monies to partially pay for reflected in his approaches to provisioning while he was a everyone’s vacation, and through their initial earmarks they

landlord. Although he had no desire to manage property, he influence their children’s earmarks. Brad and his wife want

accepted the role and handled the investment judiciously to celebrate the family they have nurtured for more than

throughout his college career, which often meant attending five decades by pursuing rewarding consumption goals

to building maintenance in lieu of partying with friends. emergent from indexical earmarks and splurge provision-

Thus, he describes care for the real estate primarily as thrift ing. Brad and his wife believe they are indulging; however,

provisioning because the investment was to generate profit.

he anticipates that his daughter (and grandchildren) might In addition, when he had opportunities to relax with friends, not view it as such given that Brad does not have a room

the emphasis was on splurge provisioning, in which he with a balcony. Thus, available resources (or socioeco-

sought relaxation and enjoyment through indulgences. nomic class) may influence the degree to which one experi-

In addition to parental influence, one’s stage in the life ences splurge provisioning.

cycle also influences provisioning approaches. Emery mar-

Approaching Provisioning