Collegue getting touchy-feely in a bookstore. Why?

I've been hanging out with this male collegue for a couple of days now but have known him for a year. We are not close enough for me to call him a friend but I'd say we've gotten a bit closer since we've been hanging out. Yesterday we went to a big bookstore here in town which has a lot of books, toys, stationary, you name it. I'm a crazy horse lady, so if I see anything related to horses, I'm going there. In a toy's section, there was this little section dedicated to horses, anything you can imagine. I spent a lot of time there, examining every single thing there is. I guess he got a little bit fed up with me (which is understandable) so he started joking around that he will carry me out of the book store and he put his palm at the back of my neck, twice. First time, I didn't do anything, the next time I did flinch a little bit. Even before we got to the toys section, when he was urging me to go to the second floor, he would slightly push me by putting his hand between my shoulder blades. We were not in a hurry and I wanted to look around so I took my time. He also pat me on the shoulder as if saying "there, there", which he did more then a couple of times. He grabbed me by the upper arm once as well. To me it seemed like a lot of touching in the bookstore. I didn't mind the touch as I don't think I am his cup of tea, nor is he mine, but he is 10 years older and has slept with a lot of women.

Before and after the bookstore, for the rest of the day, there was no more touching so I really don't get why he was touching me so much then. I don't touch him at all, the only times I did was when we were walking and I put my palm on his shoulder to slightly push him away when we were changing the direction but that was not often, rarely actually.

Would you consider that as just friendly touches? Am I reading too much into it?

Collegue getting touchy-feely in a bookstore. Why?
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