A Frequent Redundancy

A “business expert” guest on a popular news channel boldly suggested that new business owners trying to impress clients should take them to restaurants that they frequent a lot. Is there an echo in here, or do I need to make an appointment with my local audiologist?

When used as a verb, frequent means to visit often. Thus, to frequent a lot means to visit often a lot (or to visit often often), which, of course, is a grammar redundancy—and a grammar error.

Speaking of the business sector, nothing against it—I, myself, am a big fan of the ingenuity that brought us everything from the hula hoop to the automated supermarket self-checkout—but I find that much of the current overblown, melodramatic, redundant, trendy grammar comes from the collective conference room.

In this case, if business owners just take clients to restaurants that they frequent, that should be often enough to keep everyone in business.


Paul’s book–Literally, the Best Language Book Ever;

Sherry’s Grammar List

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