Behold Waterstones Dad – and hurrah for Britain’s new demographic stereotype

The Waterstones Dad’s home turf. Photograph: Sarah Lee/The Observer

You’ve doubtless heard of such figures as White Van Man, Mondeo Man, Essex Man – vaguely demographic stereotypes which all seem to be male and working-class.

Well behold a whole new concept in shorthand categorisation that, while still resolutely male, is actually middle-class: Waterstones Dad.