You are in the grocery store, juggling a gallon of milk, a pound of butter, a loaf of bread, and a carton of eggs. Your biggest decision at this point is whether to get in line behind the woman with the screaming child and a cart full of Captain Crunch and Fruit Roll-ups or the dapper older gentleman with fixings for sandwiches for the week. Suddenly you notice the light pop up over the Express Lane. Yes! Score!
If you are a grammar maven, it might pain you to see the small print. Express Lane: Ten items or less. OUCH! Since the object is question is "items," the grammatically correct expression is "Ten items or fewer."
While this turn of phrase might sound pompous, the use of "fewer" for things that you can count (teeth, books, spoons, chickens, chairs) dates back to 1770. "Less," on the other hand, is used for things you can't count (sugar, sand, flour, water). These words (which grammarians call mass nouns), can be counted if they are paired with a unit of measure. So, it would be grammatically correct to say, "I use less sugar in my coffee than my daughter," or "I use fewer pounds of sugar each week now that I don't bake as often." Another example of this phenomenon is "Put less water in the glasses so they don't spill," or "Use fewer bottles of water to reduce waste."
Granted, "less" has been used with countable nouns since the time of Alfred the Great, and many people have never been taught this nicety of grammar. If that's the case, why do I care whether I stand under a sign that says "Ten items or less"? Or, more important, why should you care? When I see a printed sign, a sign that has been reviewed by the marketing department, the legal department, the executives at the highest level, and it contains a grammatical error, I wonder what other corners have been cut, what other rules they have ignored, what other ways the store relies on the lowest common denominator. If they don't hire writers who know the rules of grammar and usage, what are their qualifications for the people who handle meat or produce?
Sure, people do speak informally on a daily basis, but in my humble opinion, written text needs to be held to a higher standard, and people who design posted signs that will be read by thousands should be held accountable for their language usage.
And that's my pet peeve for the week.