Less? Or fewer? This Pedantique-Ryter post is dedicated to that Disgusted of Chelsea (no names, no pack drill) who had this exchange on Twitter recently, after shopping in Marks & Spencer:

Disgusted of Chelsea:
My faith in @marksandspencer is shattered, I tell you, shattered. Their ad at checkout:
“Less worries. More sandcastles.” AAAARGGH.
M&S
Is there anything we can do to help?
DoC
Very kind but am in shock. Civilisation tottering.
Ideally change wording to “fewer worries” or “less worry”?
Probably not cost effective?
M&S
We’re sorry you don’t feel we’ve got our ad right.
We’ll share your comments with the team. Thanks
DoC
It’s like a needle under a nail to me.
Team could try Fowler’s Dictionary of Modern English Usage?

Civilisation tottering? Well, maybe DoC’s irony went a bit far there, but Pedantique-Ryter admits to feeling the needle under the nail, too.
Fewer? Less? Are they interchangeable? If not, how and when should they be used?
Read on to find out the Pedantique-Ryter answer. Continue reading →