Supermarkets have identified a group of shoppers whose behaviour is the key to their own business performance. This group was dubbed Maidstone Mums by the UK boss of the German discount chain Lidl, Ronny Gottschlich, who described the shoppers as people who previously would have been embarrassed to be seen in Lidl, or with Lidl shopping bags, but now brag about the bargains they are picking up there. Apart from the town of Maidstone being chosen for its alliterative qualities, it is probably seen as a fairly typical English town, popular with young families.
Political parties, as well as businesses, like to stereotype people, again usually alliteratively. In the past we have had: Worcester Woman, a middle-class woman from Middle England, thought to be likely to switch allegiance between parties depending on what they are offering; Mondeo Man, a Mondeo-owning travelling sales rep, credited with returning Labour to power in 1997; and Motorway Man, someone in a marginal constituency in a Midlands town who also swings between parties.