Why do people go to yard sales? This is the question I asked myself after hearing that my father in-law was planning on having one. With this in mind I observed the yard sale from a reclining lawn chair and waited for people to arrive.

1. Yard
Sale
Why do people go to yard sales? This is the question I asked
myself after hearing that my father in-law was planning on
having one. With this in mind I observed the yard sale from a
reclining lawn chair and waited for people to arrive. Wave after
wave of yard sale visitors began to reveal patterns, and eventually
led to the identification of various yard sale persona’s and
behavioral differences. After two days of fieldwork; my
understanding of these flash social marketplaces which we call
The sociological treasures within another person's trash by Paris Daniell
the yard sale had completely changed.

2. Armed with questions, I was certain that my fieldwork would provide sufficient data to make
Introduction
Why do people go to yard sales? This is the question I asked myself after hearing that my father in-law observations and conclusions about yard sales. Answering these questions would require observation and
was planning on having one. With this in mind I observed the yard sale from a reclining lawn chair natural conversation. I did not directly take notes in the field – instead I took short trips inside the house
and waited for people to arrive. Wave after wave of yard sale visitors began to reveal patterns, and to jot thoughts down, and after the yard sale I extensively wrote notes from memory while the experience
eventually led to the identification of various yard sale persona’s and behavioral differences. After two was fresh. This removal of the field site notebook was done in order to remove any intimidation of my
days of fieldwork; my understanding of these flash social marketplaces which we call the yard sale had presence.
completely changed.
My first pre-conceived ideas were that yard sales were part storefront, part social interaction. According
Setting
to Wandrey and Meierling, two graduate design researchers, “one reason why the cultural practice My plan was to observe a yard sale in Benicia, California over the course of two days with the intention of
of garage sales continues to grow is because it is an unregulated economy that generates somewhere identifying different nuances in the interaction and personalities between attendee’s. The location was at
between $600 million to $1 billion per year.” (The Things We Sell, presented at the 12th Annual Chicago my father-in-law’s house, as he was moving onto a boat and wanted to hold a massive yard sale. I wasn’t
Ethnography Conference) participating in the sale directly, but instead observing from a distance. My role in the yard sale was
My understanding of yard sales was also very similar to Helen Sheumaker and Shirly T. Wajda’s simply to people watch, as it would (hopefully) discourage theft. I was close enough to hear conversation
description, “Also called curb, driveway, estate, garage, jumble, moving, porch, rummage, or yard sales are and ask questions, but not in the way of people.
informal temporary venues in which homeowners or neighborhoods offer for public sale used household
goods. Often held on weekends or holidays in the spring, summer, and fall when housecleaning and
good weather coincide, yard sales are popularly viewed as a means to rid themselves of “clutter” and for
Methodologies of research and analysis
consumers to find bargains.” (Material Culture in America: Understanding Everyday Life p.483) Despite The type of field research I did is considered Participant Observation, a method that many sociologists
it being thought of and described as a booming economic supplement for the nation, I had a hunch there and anthropologists use everyday in their studies. Bernard, an anthropologist known for his Participant
was more to these flash social marketplaces. I wanted to know many things, but specifically I sought the Observation methods, writes, “Participant observation can involve an array of data collection methods.
answers to these questions: These include observation, natural conversations, various kinds of interviews (structured, semi
structured, and unstructured), checklists, questionnaires, and unobtrusive methods. “ (H. Russell Bernard,
• Why do people go to yard sales?
Qualitative and Quantitative Approaches - Chapter 7 p.137). There were three other people working at
• What are the need states that yard sale goers have?
the sale, so I knew that my presence wouldn’t be a bother, as it is (apparently) common for there to be
• Are there shibboleths or a secret code to yard sale goers?
an observer at yard sales in order to keep an eye on everyone/thing. Bernard writes later on in his book,
• How do people become aware of yard sales?
“Unless you are a full participant in the culture you’re studying, being a participant observer makes you
• What are the social connections established during a yard sale?
a freak.“ (H. Russell Bernard, Qualitative and Quantitative Approaches - Chapter 7 p.145). In this case I
• How do people interact with each other at yard sales?
removed the “freak” title by playing a small part in the yard sale, and it was ideal for observation because
• How does the urban environment affect the vitality of yard sales?
the attendees expected my presence. I was considered a social norm.
• What are the cultural differences between different yard sale goers?
• Can archetypal patterns be found amongst the group of people visiting?
My research online before entering the field revealed other people’s observations about yard sales on
blog’s and e-publications. There was a peculiar commonality between many of the authors of these
papers; they were natives in their field. Being highly involved in the sale of personal items, or in contrast
highly engaged with the items being sold at other yard sales adds a large obstacle - and I was planning
on avoiding that pitfall. This is considered an Etic position, versus an Emic one. Wikipedia explains the

3. instance they heard good things through a friend. Another factor that should be considered is organic
differences of Emic and Etic perspectives in relation to social and behavioral sciences, stating “An ‘Emic’
visitors, who acted on a whim and had no plan to stop at a yard sale. There were over 100 people that
account is a description of behavior or a belief in terms meaningful (consciously or unconsciously) to
visited the two-day yard sale, and I feel these four advertising components had a lot to do with its success.
the actor; that is, an Emic account comes from a person within the culture. Almost anything from within
a culture can provide an Emic account. An “Etic” account is a description of a behavior or belief by an
The days that I spent at the yard sale were fascinating. Sitting in a reclining chair on the lawn, I watched
observer, in terms that can be applied to other cultures; that is, an Etic account attempts to be ‘culturally
the different people arrive in front of the house. If I were the only one available, I would greet the person
neutral’.” (http://en.wikipedia.org/wiki/Emic_and_etic). The way I planned for neutrality was to not sell
as they entered the driveway lined with tables and boxes. A wide array of people visited the yard sale,
or buy anything, as I would most likely be distracted and essentially be joining the ‘tribe’ I am studying.
and soon patterns arose. Taking note of the many details of our conversations, what they bought, and
Without this distraction I was able to focus my energy on the interactions and characteristics of the
even how they looked allowed many different dots to be connected. Ultimately what arose from my
people within this group.
participant observation was the discovery of archetypes one finds at a yard sale. This segment presents
what I observed throughout the yard sale experience. Informants are the people that are a part of the
The methodology of my analysis involves several aspects. One of the sociological methods I have adopted
cultural even under investigation. These people are critical to understanding the yard sale environment.
is Symbolic Interactionism, which is explained in detail by sociologist Kathy Stolley. She states, “Symbolic
This information about yard sale community takes shape in a catalogue format, which includes
interactionism is the prevailing micro-theoretical framework in sociological theory. As a micro level
characterizations of what the people look like, what they purchase, how they behave and interact. The
perspective, symbolic interactionism focuses on patterns of individual interactions. Although sociologists
examples used are the best of the best out of many similar ones; I have removed their names in order to
working in this tradition recognize that larger social structures exist and are important in shaping our
maintain anonymity.
lives, they point out that society is actually created by people interacting together on a daily basis. It
Yard
is these smaller interactions that actually make up the larger social structures that are of the focus of
functionalists and conflict theorists” (The Basics of Sociology, p. 27, Kathy S. Stolley) Using this method
to analyze the data I collected would aid in the creation of different symbols and persona’s observed in a
field site. I’m standing upon the shoulders of a founding father; Max Weber. I felt more confident entering
the field with the ability to observe in a different way. Kathy Stolley also writes of the source of this
method of analysis, “Symbolic Interactionism is based partly on the writings of German sociologist Max
Weber (1864-1920). Unlike other sociologists who had focused only on large structural relationships,
Weber was also interested in how individuals interact.” (The Basics of Sociology, p. 28, Kathy S. Stolley)
Sale
Sociological and anthropological focus
A yard sale is nothing without people, and I wanted to know who these people were. How people
were becoming aware the yard sale was another interest of mine. The media used to advertise the sale
consisted of four elements. The local newspaper was the first method. The classifieds ad said that it was
a moving sale, would be held rain or shine, and the address you could find it at. The second media used
was an ad in the ‘for sale’ section on craigslist.org, which included a phone number and pictures of all the
stuff laid out at the sale. The third media was signs posted on the street. Miniature billboards that were
placed on nearby streets, all of them fitted with arrows pointing in the right direction. Our fourth means
of advertising was initially un-known but became obvious later on, word of mouth. Yard sale attendee’s
Personas
talk at other yard sales, and soon enough word travels about your sale throughout the town. There were
several times people gave compliments about a specific element, perhaps the Craigslist ad, or in another

4. The Lonely Ones The Entertainers
Spotting a lonely is easy, they often arrive alone. These quiet folk have a Follow the laughter and you will find this group of yard sale visitors. This
greater need for human interaction over material needs. After probing the personality thives on the crowd, and seeks their attention. Interests and
environment for friendliness, they will eagerly engage in conversation. After personal stories are shared by these people, and enjoy sharing with others.
a semi-involved conversation, the lonely ones will typically purchase a small They seem familiar with yard sales and will wisely select an item of interest
item. This purchase is an offering for your time. If you do not greet or and ask about the price. There may be a purchase as an offering for the
engage a lonely, they will probably not purchase anything. Some of the venue provided, but often not.
lonely ones are new to the neighborhood, others are resident yard sale
visitors. Example: Two younger men and women pulled up in their car, honking a after-market
old fashioned horn. After exiting the car, you could almost see the charisma radiating
Example: Middle aged male who browsed slowly and talked often. Discussion ranged from these people. Walking around with presence, one of the men would begin to tell
from politics to the weather - brought up how he had no wife or kids. Older female who jokes and make commentary about various items for sale.
recently moved from Berkeley, CA. Items Bought: Nothing.
Items Bought: Old screws, flower pots, exercise bicycle
New to the Neighborhood’s Early Birds
This couple arrives with a social and material mission. One partner may These are the re-seller and antiquers of the yard sale scene. You will find
begin browsing for their functional needs, i.e, patio furniture, and the other them waiting for you outside as you open the garage door and begin to
will begin in social interaction. This combination of needs is brought into prepare for the day. The main interest for antiquers is the first pick on
conversation depending on the reception of their arrival. A Yard Sale is a unique items. Dealers are mostly interested in brand name or brand new.
social network. Wielding a list in one hand and cash in the other - they dig through boxes
with a keen eye. True value is seen by this group - but don’t expect to make
Example: A middle aged couple who were happy to meet us. The woman was especially a profit.
interested in the patio furniture, and the man curious to meet those at the yard sale. The
woman left to withdraw money for the furniture, and the man (and self-proclaimed actor) Example: Older man and woman that arrive in a large truck. They are friendly and
stayed to talk - mentioning that he and his wife had just move in down the block. upon being greeted begin asking about specific items. The woman asks about the fine art
in the back of the garage, particularly interested in the frames.
Items Bought: Patio Furniture, Coffee table book, pots and pans, Items Bought: Ornamental Christmas snowman, Pottery Barn shadow box
The Braggers The Jealousies
Braggers can be spotted after some initial conversation. Leisurely browsing, This group is a lively one, and highly engaged in the art of a bargain.
they will bring up something of importance in their day. Maybe they Looking for the perfect find, they browse the many items at the sale,
recently bought a new car, or in one case; directed a commercial. Don’t including the ones others have already picked up. Conversation involved
count on selling much to them, as they are more curious about your other yard sale goers and the ones running the sale, comparing prices and at
reaction to their big day. times becoming aggravated about the deals others were receiving. Yard sales
are filled with one of a kind items, and this group always wants to know if
Example: A middle aged man who introduced himself by his first and last name. there are more in stock.
Shortly after the introduction, he brought up how he had just finished directing a
commercial for a local hotel. He was looking for a bunk bed, which we didn’t have. He Example: Two women who both were interested in the many items, particularly clothing.
then began to explain how the beds would be for his sons kids, whom he was meeting for Digging through the boxes, they would throw items of interest in a pile. There was
dinner. noticeable tension and eventually one of the women began making a ruckus about other
Items Bought: Nothing. people taking “too many items”. There were also many statements about the regret of
‘missing’ an item before it was sold.
Items Bought: Clothing, belts, purse, and perhaps more if they had seen a
couple items before they were sold to someone else.

5. Adopting Cultural Identity Remote shoppers
This yard sale goer is commonly foreign and interested in American culture. These people were observed always in pairs. Generally husband and wife
You will often find this group picking through items pertaining to holidays, would park and one of them would walk and browse the sale while the
cities, or popular culture.They aren’t as interested in conversation, but more other stayed in the car. The one shopping would ask about items and then
so curious to what a true ‘American’ resident typically has hidden in their go and check with their partner. After returning from the car the verdict
house. A yard sale is a cultural shadow box. would vary, either it was too expensive or they received approval.
Occasionally the pair would switch, and the one waiting in the car would go
Example: A mother and her daughter quietly picked through various cultural items. The to investigate the item in question. A yard sale is a scouting mission.
daughter gravitated towards the stuffed animals, and eventually claimed a Mickey Mouse
plush as her own. The mother was more interested in decoration, and items for the house. Example: A older woman who was petite and quiet visited the sale both days. She would
Both were engaged in observation of others and very much so interested in the sale. arrive with her husband and she would pick through items while he awaited her return in
Items Bought: Mickey Mouse plush, folding Christmas tree, Christmas the car. There were numerous times in which he returned from the car saying she was
lights unable to buy an item.
Kleptomaniacs
There were only a small amount of people who fit into this category. It is to
be noted that this persona is highly conversational and sought to distract
the ones working the yard sale. They had an eye for value and would
gravitate towards those items. The offense is hardly worth prosecuting, but
Low-budget shop-o-holic’s it seems a yard sale is an easy get away.
This trend in personality encompasses a large amount of other persona's
found at a yard sale, but there are extremes as well. This group is highly Example: An older man who arrived alone. Initially was friendly and at times flattering.
communicative and will speak about their desire for an item, despite not After he continued browsing and accumulated items, he began to stir up commotion.
needing it. Verbalizing their love to shop, and will stop anywhere just to do Stating others were “practically stealing items” because they were getting them so cheap -
so. Haggling prices from .50 cents to .25 isn’t uncommon, and at times will and creating focus on other areas of the sale. His swipe was never actually witnessed, but
set items down after holding them throughout the visit. the items he was holding were un-accounted for and missing after he disappeared.
Items Stolen: Vintage necklace, Vintage Loony-Tunes Christmas light set
Example: An older woman who enjoyed having conversations with others while at the
sale. She would speak openly about her love for shopping and would “stop anywhere just The Voyeur
to get some shopping in”. She was interested in little things, claiming “most of it would This group is highly engaged in the items on display and the people who
go right into storage anyways”. once owned them. Looking at everything around they touched almost every
Items Bought: Assorted books and novels, glass figurine, shrub clippers, item around. They were interested in the person holding the sale, and asked
framed artwork, stapler many questions. Seeing what is typically hidden behind closed doors is the
drive behind their visit.
Example: A middle-aged man who was friendly and spent quite some time browsing the
Necessity seekers sale, despite the temporary rain-shower. He was curious about the details of the move,
These people come to a yard sale for a reason - they need something. For who had lived in the house, and why we were moving. He was alone, but spoke about his
them, moving sales are a more attractive venue at times as you are more friends and others around him.
likely to find appliances and items of utility. Price is a driving factor, and Items Bought: Nothing
like-new products are always of interest. This need state can be found in
other yard sale persona’s as well, i.e, new to the neighborhood’s. Drive-By’s
Be alert or you may miss this group. Within the safe confines of their
Example: A younger girl that recently moved from Boston to California on her own. She automobile, they slowly drive by and scout out the sale street side. Driving
arrived at the yard sale with a specific question, “do you have any kitchen appliances?” (or parking) on the wrong side of the road isn't un-common. Drive-by’s are
Given that this yard sale was for a major move, she had a large selection to choose from. potentially persuaded to park with a happy hello or wave.
She walked away with a kitchen full of like-new appliances and items at a low price.
Items Bought: Complete set of dishes, Blender, Football chip dip bowl Example: A younger man, in a red pick-up. Driving by slowly, he shouts out of his
window; asking about the price of the dresser. After replying, he states he’ll “be back
after work.” The people working the sale replied “if it’s here”. The drive-by man never
returned for the dresser.
Items Bought: Nothing

6. 1. New to the neighborhoods
After compiling this list of thirteen different personas, several behavioral categories began to take shape.
Big items buyers
2. Early Birds
Comparative behavior analysis
Looking at yard sales and how the people interact using pattern-based characterizations provides insight 3. Necessity seekers
previously un-obtainable. Sorting and organizing information lead to better understanding. Here are a 4. Jealousies
few things we can learn using the data. 5. Shop-o-holics
1. Lonely ones
Desiring social interaction
2. New to the neighborhoods 1. Shop-o-holics
3. Braggers
Trinket seekers
2. Lonely ones
4. Entertainers 3. Cultural identity adoptees
5. Voyeurs 4. Remote shoppers
5. Voyeurs
1. Necessity seekers After submerging myself in the culture of yard sales, observing the many different people who attend
I need ______________ . Conclusion
2. New to the neighborhoods them, and presenting the data collected through field research, I have gained a new understanding of
3. Early birds this social marketplace. Much of my primary discovery involves the social intricacies of a yard sale.
4. Jealousies These personas and fine characteristics are not exclusive to yard sales but instead can often be found
5. Kleptomaniacs throughout any community. It is the concentration of these specific people that is interesting, how they
quickly gather in one location and then disperse just as fast. Deciphering the soup of personalities that
visit a yard sale reveals the true ingredients and ultimate recipe for urban interaction. In conclusion, a
yard sale is an urban phenomenon, which creates an environment that nurtures both social interaction
Going to talk you down from .50¢ to .25¢ and material exchange.
1. Shop-o-holic’s
2. Remote Shoppers
3. Jealousies
4. Necessity seekers
5. Cultural identity adoptees
Likely to park on the wrong side of the street
1. Entertainers
or double park:
2. Remote Shoppers
3. Shop-o-holic’s
4. Early Birds
5. Drive-by

7. Works Cited
Bernard, H. Russell. “7.” Social research methods: qualitative and quantitative approaches.
Thousand Oaks, Calif.: Sage Publications, 2000. 137, 145. Print.
Meierling, Chris. “The $1 Billion Garage Sale Market | Tag Sell It.” tagsellit. N.p., 26 Jan. 2011. Web.
20 Mar. 2011. <http://www.tagsellit.com/article/1-billion-garage-sale-market-0>.
Sheumaker, Helen, and Shirley Teresa Wajda. “4.” Material culture in America: understanding
everyday life. Santa Barbara, Calif.: ABC-CLIO, 2008. 483. Print.
Stolley, Kathy S.. “1.” The basics of sociology . Westport, Conn.: Greenwood Press, 2005. 28. Print.