What Archaeology Taught Me About Buying For My Shop (And You Can Use Too)
Apr 13, 2025
Why great shopkeepers are actually modern-day archaeologists
People think archaeology has nothing to do with retail - but they’re wrong. Being a shopkeeper might not sound like detective work - but it is. We’re constantly gathering clues, watching behaviour, interpreting signals, and trying to piece together what our customers are really telling us.
Back in 1993 I set off for the University of Sheffield to study Archaeology and Prehistory. My family had opened our shop, gallery and cafe a year before, and I’d got heavily involved right from the start. However, I had no clue that retail could be my career at that stage. Things turned out in a different way than I’d expected and I’ve been a shopkeeper pretty much since my graduation!
To the outside observer, you’d think my degree was pretty useless to me now but thats not actually the case. In fact, I use my archaeology degree every single day in the shop. Buying, for me, is like reverse archaeology: instead of uncovering what people once valued, I use all those skills to predict what they’ll want now and choose the right objects to help them express that.
If you’re a shopkeeper who wants to get smarter about your buying decisions, this post is for you. Think of it as a crash course in decoding your customers using clues, layers, and stories - just like an archaeologist would.
🧠 People First, Always
Archaeologists start with people, not things. We study context: who were they, what mattered, how did they live?
Retailers should do the same. When buying, ask:
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Who are my customers right now?
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What do they want to feel?
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What are they celebrating, fearing, navigating?
Buying is not about your taste. It’s about reading theirs - through observation, empathy, and curiosity.
📚 Read the Layers Like a Stratigraphy
In archaeology, a single object means little without its layers, the context is everything.
Sales data works the same way. Don’t only look at bestsellers, important as they are. take a moment to zoom out and uncover a bit more:
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What sold last year vs now?
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Are average price points rising?
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Is sentimentality on the rise?
Recognising patterns is where the real insight lies.
💬 Objects Are Emotional Anchors
People buy meaning, not things.
Just like ancient pottery or jewellery, modern gifts are emotional triggers. They help us say:
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“I saw this and thought of you.”
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“I believe in you.”
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“I’m still here, even if I can’t be there.”
- “You’re important to me”
Great buying taps into this and that’s what makes your shop powerful.
🎨 Be a Storyteller, Not Just a Stockist
A beautiful product means nothing without a story.
Buying and merchandising must work together. Curate your collections in a way that says something. Tell the customer what this item is for - not just what it is.
✅ Free Tools for Smarter Buying
Want to sharpen your buying instincts? Try these:
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Study the ‘stratigraphy’ of your sales: Compare now to 6 and 12 months ago.
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Track overheard comments: Keep a notes file on customer observations and hesitations.
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Observe in silence: Watch what catches attention, not just what sells.
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Curate by story: Think “Heading off to Uni,” not “Mugs and Candles.”
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Think emotions, not items: Buy to help people say something with their gift.
My archaeology degree didn’t take me away from the real world - it taught me how to read it better.
Being a smart buyer is about curiosity, context, and care. It’s not guesswork. It’s a trained instinct, a honed perspective, and a huge competitive advantage when done well.
Want more insights like this?
Explore my Smart Shopkeepers Club - the only resource hub made just for indie retailers.
Every display, every buying decision, every instinct you act on - it’s all part of the craft of shopkeeping.
If you’d like a fresh way to navigate it all, the Discovery Quiz and Starter Pack were made for you. They’re gentle, practical tools to help lighten the load and move things forward in your own way.