I'm not a wordpress user, but I'm sure theres an SEO plugin that takes care of noindexing the correct pages, basically you could noindex your categories pages as they are showing the full posts, so duplicate content could appear.
I'm not sure if wordpress is capable or not of putting descriptions into categories, but I think the best layout for your category pages would be to have some specific category text for the cat (Say Arsenal Signed Football Shirts) and then have the post links in with the images and the buy buttons but without the post content, so in essence you will now have more pages of unique content (your category pages) and not have to worry about the duplicate content as there won't be any.
I'm sure some wordpress experts know all the plugins/changes you'll need to do this.
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