Why did material culture studies take up such a central space in the development of European ethnology in Sweden and why was this field abandoned, only to return during the 1980s in the new form of studies of 'creative consumption' ? This paper looks at the changing ways in which the world of goods has been a research topic. Drawing on the Swedish experience it also discusses some ways of revitalizing the field, focusing on the materiality of everyday life, from the level of home-making to nation-building. Key Words ⧫ consumer skills ⧫ creativity ⧫ everyday life ⧫ material culture ⧫ national culture THE LOVE OF THINGS In Cathleen Calbert's poem The Woman Who Loved Things (in Howard and Lehman, 1995:31 ) , it is not only the woman who learns to love things things learn to love her too, resulting in 'the sweet suck of consenting molecules'. Reading her poem I was reminded how my generation of students learned how to stop loving things. In the mid-1960s we encountered the discipline of European ethnology rather as a big ocean liner with its engines shut off, still gliding through the water -but short of fuel. The ocean liner was the grand project of mapping out what was then seen as the traditional Swedish folk culture. Since the beginning of the century most ethnologists, from old professors to young students, had been united in this common task. The project was already evident when the first Swedish chair of European ethnology was occupied by