The work is based on a culturological approach to the analysis of consumer society, which involves considering any sphere of social and mental life of a person through the prism of system-forming cultural concepts. In this sense, the phenomenon of consumer society includes certain value characteristics of consciousness and human activity as a subject of culture. The culturological approach to consumption is quite specific and is based on the axioms of the presence of a cultural context in any consumer processes, the presence in consumer goods of a certain cultural significance, set not by production processes, but by the system of advertising, fashion and, in general, mass culture.