Sheffield, over the past couple of weeks, has paid testament to the enduring health of a consumer society despite the recessions, crashes and debt crises of recent years. With rising tuition fees, depressing job prospects and soaring costs of living, students have been one of the major groups in society affected by the government’s desperate scramble to cut spending in the belief that austerity measures will fix the struggling economy. An average student receiving base maintenance and tuition fee loans will now graduate with around £38,000 of debt. And yet retailers continue to target students in a way that would belie this financial burden, encouraging spiralling spending on commodities that a student budget simply can’t afford. Nowhere has this been more obvious recently than in the “student lock-in” event hosted by shopping centre Meadowhall last week.