I have been researching down doonas (duvet) as we needed a new one for this winter. This, once upon a time, was a simple exercise. The choice was small, making it easy to make a decision. No more. Firstly, down doonas range in price from cheap $100 (Aus/USA) up to the expensive $600 (Aus/USA) for a queen-size. The price increases depending on the filling and that is where it becomes complicated, for example:
- 100% duck
- 100% goose
- 50/50 duck and goose or other combinations
- goose down and feathers by 50 down/50 feathers, 85 down/15 feathers or other combinations
- duck down and feathers etc etc . . . . . . .etc...
So which one to buy . . . and that is the problem . . . how to decide, what is the warmest? The labeling on the packaging isn't clear on warmth levels eg equivalent in blankets making it difficult. After my extensive research I selected a 100% goose that contains 85% down and 15% feathers as this is considered the warmest available (goose is warmer than duck and down is warmer than feather). Only took me two weeks to decide and find what I wanted and yes, it was on sale, saving me 40%.
However my exercise in buying a doona is not an isolated problem. Every trip to the supermarket requires these decision making processes. Toothpaste is a classic example . . . do I buy the whitening, total, sensitive, fight cavities . . . I just want one that cleans, is that too much to ask. How much time do we waste standing in supermarket aisles trying to decide what to buy. Far too much I am sure. Shampoo is another good example, just want one that cleans my hair and smells nice . . . but life is not that simple anymore.
This is where the corner store made the lives of our grandmothers much easier. There wasn't any choice and the selection was much smaller . . . tiny really. Did you know there is now over 45 000 products in our average supermarket, up from 7 000 in the 1970s. I wonder if we got rid of half would anyone notice!!
Our lives are complicated enough, wouldn't it be nice if shopping didn't add extra complications by all the choices we need to make. Do we need this choice?