10.4324 9781315560854 Previewpdf
10.4324 9781315560854 Previewpdf
10.4324 9781315560854 Previewpdf
Retail history is a rich, cross-disciplinary field that demonstrates the centrality of retailing to
many aspects of human experience, from the provisioning of everyday goods to the shaping of
urban environments; from earning a living to the construction of identity. Over the last few
decades, interest in the history of retail has increased greatly, spanning centuries, extending to all
areas of the globe and drawing on a range of disciplinary perspectives.
By offering an up-to-date, comprehensive thematic, spatial and chronological coverage of the
history of retailing, this Companion goes beyond traditional narratives that are too simplistic and
Euro-centric and offers a vibrant survey of this field.
It is divided into four broad sections: 1) Contexts, 2) Spaces and places, 3) People, processes
and practices and 4) Geographical variations. Chapters are written in an analytical and synthetic
manner, accessible to the general reader as well as challenging for specialists, and with an
international perspective.
This volume is an important resource to a wide range of readers, including marketing and
management specialists, historians, geographers, economists, sociologists and urban planners.
Jon Stobart is Professor of History at Manchester Metropolitan University. His research ranges
across a wide variety of topics relating to retailing and consumption in England during the long
eighteenth century.
Vicki Howard is a Lecturer at the University of Essex and author of From Main Street to Mall:
The Rise and Fall of the American Department Store, which won the Hagley Prize in Business
History.
They are co-editors of the Taylor & Francis journal, History of Retailing and Consumption.
ROUTLEDGE COMPANIONS IN BUSINESS, MANAGEMENT
AND ACCOUNTING
Routledge Companions in Business, Management and Accounting are prestige reference works pro-
viding an overview of a whole subject area or sub-discipline.These books survey the state of the dis-
cipline including emerging and cutting edge areas. Providing a comprehensive, up to date, definitive
work of reference, Routledge Companions can be cited as an authoritative source on the subject.
A key aspect of these Routledge Companions is their international scope and relevance.
Edited by an array of highly regarded scholars, these volumes also benefit from teams of con-
tributors which reflect an international range of perspectives.
Individually, Routledge Companions in Business, Management and Accounting provide an
impactful one-stop-shop resource for each theme covered. Collectively, they represent a compre-
hensive learning and research resource for researchers, postgraduate students and practitioners.
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CONTENTS
PART I
Contexts, trends and relationships 13
4 Retail development and urban form in the United States during the
nineteenth and twentieth centuries 50
Richard Longstreth
v
Contents
PART II
Spaces and places 99
PART III
People, processes and practices 227
vi
Contents
PART IV
Geographical variations 357
Index510
vii
FIGURES
viii
Figures
ix
Figures
22.4 Front cover of the Grand Bazar supermarket annual report 1957–1958,
Antwerp, 1958 391
24.1 Interior of Finney Isles store, Brisbane, 1910 416
24.2 Electric trams, George Street, David Jones corner 417
24.3 Anthony Hordern & Sons Palace Emporium, Brickfield Hill, Sydney, 1935 418
25.1 Supermercado, Chile 432
25.2 Bodega E. Wong 433
25.3 Augusto Fernando Oechle 434
25.4 Almacenes, Peru 435
27.1 New building of Mitsukoshi’s main store, constructed in 1914 462
27.2 The first store of Daiei, Shufu no Mise Daiei, established in 1957 468
27.3 The first store of 7-Eleven Japan, Toyosu store, established in 1974 472
28.1 Central Hall at Mitsukoshi Nihombashi store in 1914 480
28.2 Western-style umbrella, shoes and hair accessories department at Mitsukoshi
Nihombashi store in 1914 481
28.3 New-built Seoul store in Korea in 1916 488
28.4 New-built Dalian store in China in 1937 489
29.1 Shoppers Stop, Andheri, Mumbai 1991 and 2017 500
x
TABLES
xi
CONTRIBUTORS
Bruno Blondé is Professor at the History Department of the University of Antwerp, where in
2003 he founded the Centre for Urban History. His major research interests include the history
of transportation, economic growth sand social inequality, material culture, retail and consump-
tion in the Low Countries (fifteenth–nineteenth century). With Ilja Van Damme, he is writing
a new synthesis on the material culture of Antwerp.
Christopher Dyer is Emeritus Professor of History at the University of Leicester, and he pre-
viously taught at the Universities of Edinburgh and Birmingham. He has been President of the
Society for Medieval Archaeology and Editor of the Economic History Review. His books include
Making a Living in the Middle Ages (Yale University Press), An Age of Transition? (Oxford Uni-
versity Press) and A Country Merchant. Trading and Farming at the End of the Middle Ages (Oxford
University Press).
Sarah Elvins is Associate Professor of History at the University of Manitoba, where she teaches
courses in American history. She is the author of Sales and Celebrations: Retailing and Regional
Identity in Western New York State, 1920–1940 and articles about the history of Depression scrip
and cross-border shopping. Her research explores consumption, retailing, food and culture in
the modern United States.
Omar Foda is a historian of the modern Middle East. He has published in Arab Media and
Society, the International Journal of Middle East Studies, Social Sciences and Missions and in several
volumes, including The Birth of the Arab Citizen and the Changing of the Middle East. Currently
the Middle East and North Africa Librarian at George Washington University, he is working
xii
Contributors
on his monograph Grand Plans in Glass Bottles: Making, Drinking, and Selling Beer in a Changing
Egypt 1880–Present.
Laurence Fontaine is Senior Researcher in the CNRS attached to the Center Maurice Halb
wachs (CNRS-ENS-EHESS). She was professor at the History and Civilisation department
of the European University Institute (Florence-Italy) from 1995 to 2003. Her most recent
publications include Alternative Exchanges: Second-Hand Circulations from the Sixteenth Century
to The Present, L. Fontaine (ed.), Berghahn, Oxford, 2008; The Moral Economy. Poverty, Credit
and Thrust in Early Modern Europe, Cambridge University Press 2014 [Gallimard: 2008] and Le
Marché. Histoire et usage d’une conquête sociale, Paris Gallimard, 2014.
Sergi Garriga is an architect and researcher in the theory and history of architecture. He
has been awarded a scholarship to develop his doctoral thesis at the Polytechnic University of
Catalonia on the contemporary renovation of the Barcelona markets. His subjects of interest
have been developed around the changing relationships between architecture, the urban form
and its historical contexts.
Manel Guàrdia is Professor of Urban History at the Vallès Higher Technical School of Archi-
tecture of the Polytechnic University of Catalonia. His most recent books include: M. Guàrdia,
J.L. Oyón, Memòria del mercat del Born, El Born CCM, Barcelona, 2017; M. Guàrdia, J.L. Oyón
(eds), Making Cities through Market Halls. Europe, 19th and 20th Centuries, MUHBA, Barcelona,
2015; and J.L. Oyón, La ciudad en el joven Reclus. Hacia la fusión naturaleza-ciudad, Ediciones del
Viaducto, Barcelona 2018.
Mary Hilson is Professor of History at Aarhus University. Her publications include: The
International Co-operative Alliance and the Consumer Co-operative Movement in Northern Europe,
c. 1860–1940 (Manchester University Press, 2018); Co-operatives and the Social Question: The
Co-operative Movement in Northern and Eastern Europe 1880–1950, edited with Pirjo Markkola
and Ann-Catrin Östman (Welsh Academic Press, 2012) and A Global History of Consumer Co-
operation since 1850 with Silke Neunsinger and Greg Patmore (Brill, 2017).
xiii
Contributors
has also published articles on Soviet advertising and gendered cinematic representations of the
ideological rivalry between capitalism and communism in the 1930s. She is currently research-
ing the re-opening of the State Department Store (GUM), following Stalin’s death in 1953.
Vicki Howard is Visiting Fellow in the history department at the University of Essex. She is the
author of two monographs published by University of Pennsylvania Press: Brides, Inc. American
Weddings and the Business of Tradition (2006) and From Main Street to Mall: The Rise and Fall of the
American Department Store (2015), winner of the Hagley Prize in Business History. She is cur-
rently editing the Cultural History of Shopping, 1920–present forthcoming with Bloomsbury and
is co-editor of the Routledge journal, History of Retailing and Consumption.
David Delbert Kruger is Agricultural and Business Research Librarian at the University of
Wyoming in Laramie,Wyoming. He has published two award-winning articles on the history of
J. C. Penney stores in the United States as well as a recent book J. C. Penney: The Man, the Store,
and American Agriculture through the University of Oklahoma Press.
Bettina Liverant is Adjunct Assistant Professor in the Department of History at the Univer-
sity of Calgary, Canada. Liverant has a degree in architecture as well as a Ph.D. in Canadian
intellectual history. She has written extensively on Canadian consumer society, on corporate
philanthropy and on architecture for both academic and general audiences. Her most recent
publication is Buying Happiness:The Emergence of Consumer Consciousness in English Canada (Uni-
versity of British Columbia Press, 2018).
Harada Masami completed the doctoral programme in commercial science from Doshisha
University, in 1988. He became an associate professor of the Faculty of Economics at Fukui
Prefectural University in 1992 and became a professor of the Faculty and the Graduate School at
Fukui Prefectural University in 1996. He took his doctorate in Economics at Kyoto University
in 1993. He has been a representative of the Market History Society (Sijo-shi Kenkyu-kai) and
a director of Socio-Economic History Society (Shakai-Keizashi Gakkai) since 2015.
Dale Miller is Adjunct Senior Lecturer in the Department of Marketing, Griffith University.
Dr. Miller’s research on branding and retailing appears in the Journal of Historical Research in
xiv
Contributors
Marketing, Journal of Retailing and Consumer Services, the International Journal of Retail & Distribu-
tion Management, Journal of Business Research, European Journal of Marketing and Journal of Brand
Management. She is joint winner of the 2013 Stanley Hollander Best Paper Award at the 2013
CHARM Conference, Copenhagen.
Ian Mitchell is Honorary Research Fellow at the Centre for Historical Research, University
of Wolverhampton, UK. After graduating from Oxford University, he worked for two govern-
ment departments, and then as a Church of England minister. On his retirement from full-time
ministry, he returned to his long-standing interest in the history of retailing and consumption
in England in the period 1700–1850. His book, Tradition and Innovation in English Retailing,
1700–1850: Narratives of Consumption was published by Ashgate in 2014.
Daniel Opler is Associate Professor and Chair of History at the College of Mount Saint
Vincent in the Bronx, New York. His primary research interests include the overlap of class,
gender and radical politics in twentieth-century New York City. His book, For All White-Collar
Workers: The Possibilities of Radicalism in New York City’s Department Store Unions, 1934–1953,
was published by Ohio State University Press in 2007. He is currently working on a study of
radicalism and American composers in 1930s America.
José Luis Oyón is Professor of Urban History at the Vallès Higher Technical School of Archi-
tecture of the Polytechnic University of Catalonia. His most recent books include: M. Guàrdia,
J.L. Oyón, Memòria del mercat del Born, El Born CCM, Barcelona, 2017; M. Guàrdia, J.L. Oyón
(eds), Making Cities through Market Halls. Europe, 19th and 20th Centuries, MUHBA, Barcelona,
2015; and J.L. Oyón, La ciudad en el joven Reclus. Hacia la fusión naturaleza-ciudad, Ediciones del
Viaducto, Barcelona 2018.
Greg Patmore is Professor Emeritus of Business and Labour History and Chair of the Busi-
ness and Labour History Group and the Co-operative Research Group in the University of
Sydney Business School. He is currently researching the history of Australian co-operatives, and
the history of the Berkeley Consumer Co-operative. His publications include: A Global History
of Co-operative Business (2018, with Nikola Balnave), Worker Voice: Employee Representation in the
Workplace in Australia, Canada, Germany, the UK, and the US, 1914–1939 (2016) and Australian
Labour History (1991).
Patrick Hyder Patterson is Associate Professor in the Department of History at the Univer-
sity of California, San Diego. His research centres on the history of twentieth-century Eastern
Europe and the Balkans, with major emphases on everyday life and consumer culture and on
the interplay of Islam, Christianity and secular society. He is author of Bought and Sold: Living and
Losing the Good Life in Socialist Yugoslavia (Cornell University Press, 2011) and numerous articles
on consumer society in Eastern Europe.
xv
Contributors
Sara Pennell is Senior Lecturer in early modern British history and Programme Leader for
the undergraduate History programmes at the University of Greenwich. Her most recent book,
The Birth of the English Kitchen, 1600–1850 (Bloomsbury, 2016), combines these concerns. At the
moment, she is working on two very different projects: a biography of a seventeenth-century
woman writer of domestic manuals; and a cultural history of domestic mobility in England.
Martin Purvis is Senior Lecturer in Geography at the University of Leeds. He has a long-
standing interest in the history and geography of retailing in Britain and continental Europe.
Martin’s research initially explored the nineteenth-century origins and development of
consumers’ co-operation. More recently he has published on retailing in interwar Britain,
including aspects of the managerial practice of Marks and Spencer. Martin’s current research
focuses on retailing during the years of depression, war and austerity from the 1930s to the
1950s.
Nitin Sanghavi is Professor of Retail Marketing and Strategy at Manchester Business School.
He has held senior positions in major retail and retail-related organisations in the UK and
overseas and founded the MBS Retail Centre. His publications include: ‘Employing Social Net-
working Media as a Marketing Tool in Large Emerging Markets: The Case of India’, Proceedings
of 14th International Conference of the Society for Global Business & Economic Development
(2016).
Susan Spellman is Associate Professor of History at Miami University. Her research focuses
on American business and capitalism in the late nineteenth and early twentieth centuries. She is
the author of Cornering the Market: Independent Grocers and Innovation in American Small Business
(Oxford University Press, 2016). She received the 2005 Russel B. Nye Award for the Out-
standing Article published in the Journal of Popular Culture.
Ilja Van Damme is Professor in Urban History at the University of Antwerp. He is the current
academic director of the Centre for Urban History (CSG), and board member of the Urban
Studies Institute (USI) of the University of Antwerp. His research interests relate to the late
18th- and 19th-century city as lived and spatial environment. He recently co-edited Cities and
Creativity from the Renaissance to the Present (Routledge: London, 2017).
xvi
Contributors
Martín Monsalve Zanatti is Associate Professor at Universidad del Pacífico and President of
the Universidad del Pacifico Press. His most recent publications include: Regional Elites in Peru
in a Context of Fiscal Boom: Arequipa, Cusco, Piura y San Martín, 2000–2013 (co-author with
Paula Muñoz et al.) and Evolution of the Peruvian large family business, 1896–2012 in Paloma
Fernández Pérez and Andrea Lluch (editors), Evolution of Family Business: Continuity and Change
in Latin America and Spain.
xvii
1
INTRODUCTION
Global perspectives on retailing
I. Introduction
The digital age has severed retail’s historic ties to geography and place. Shoppers have turned to
their smart phones and computers to purchase everyday items like food and clothing as well as
luxury goods and personal services. Internet commerce is now a global challenge to the so-called
brick-and-mortar retailer. On both sides of the Atlantic, historic retail firms have gone under,
whilst many others are struggling to compete in the new environment. By many accounts, the
High Street is in crisis in the United Kingdom, indicated by declining footfall of shoppers in
central business districts and by store closures. Concerns over the displacement of the High
Street economy in the UK have spurred numerous studies and hopeful plans for redevelopment
(Portas, 2011; Wrigley, 2015). In the United States, a country with much more retail space per
person than Europe, “dead malls” have become a well-known phenomenon (Europe’s Retail
Market, 2017). Although a global trend, e-commerce has diffused across national markets in
varying degrees: in the United States, it hovered between 9% and 10% of total retail sales in
2017; Great Britain saw online sales hit 16.5% of total retail sales in January 2018, yet China
dwarfed this, accounting for 40% of total e-commerce spending globally. Every nation has
experienced growth and disruption in this sector, signalling another retail revolution is upon
us (Statistical Bulletin, 2018; Quarterly Retail, 2018). While the future is not foreseeable, it is
safe to say that recent trends are unprecedented in their global reach. Industry observers have
described a “retail apocalypse”, seeing the end of traditional face-to-face modes of selling in a
physical setting. The rise of e-commerce, which is less labour intensive by nature, has nega-
tively affected retail employment opportunities as well. Amazon might employ more than half a
million people, but these are lean numbers in relation to the firm’s value. Currently the world’s
third most valuable company, its market capitalisation stands at more than $702 billion at the
beginning of 2018 and its founder, Jeff Bezos, is the richest person in the world (Carr, 2018).
This revolutionary commercial landscape calls for a reconsideration of the general history of
retailing. Retail has never been static, as the chapters in this volume amply demonstrate, and
lessons for the present can be learned from the past. Just to take the United States as an example,
current concerns over retail monopoly and the effect of bigness on small business enterprise
can be seen to have a long history. Nineteenth-century American department stores were the
Walmarts of their era, posing a threat to single-line merchants who were unable to complete
1
Jon Stobart and Vicki Howard
with their low prices. Mail order firms like Sears and Montgomery Ward reached rural markets
as never before with their general merchandise catalogues and subsidised distribution, undercut-
ting small retailers in the same manner as Amazon. Chain stores undersold independents which
instigated a successful movement in the interwar period to tax and regulate away their econo-
mies of scale. After World War II, American branch department stores in the suburbs began
to undercut downtown sales, damaging urban centres. And, by the late twentieth century,
discounters and big-box stores overtook them all. In the past, such retail developments were
geographically confined: their effects limited to local, regional, and in some cases national mar-
kets. Place shaped the identity, practice and success of retail firms throughout most of its history.
In the computer era, however, this is less the case. But, although the Internet age has collapsed
time and space, allowing unprecedented market access for a diverse range of entrepreneurs and
firms, the chapters in this volume demonstrate how different national contexts continue to play
an important role in shaping retail traditions and practices.
Despite recent threats to the survival of traditional retailing, the industry is still a vital part of
the early twenty-first century economy. In the UK, the retail sector as a whole contributed just
over 11% of total economic output in 2016 and was the largest private sector employer (The
Retail Industry, 2017). Wholesaling and retail combined were the second largest employer
in the EU, after manufacturing, constituting 13% of the labour force (Retail and Wholesale,
2014). And across the Atlantic, retail employed roughly 16 million people in the United States
at the beginning of 2018 and contributed $2.6 trillion to the nation’s GDP (Current Employ-
ment, 2018; Economic Impact, 2018). Brick and mortar retailing remains a central feature of
the commercial landscape, the physical place where everyday business is conducted and the
ordinary experience of life goes on. Whether located on UK High Streets, American Main
Streets, in open-air street markets or in privately developed shopping complexes and malls, it
provides the public space that creates communities.
And it has done so for a long time. Indeed, we might argue that retail history tracks the evo-
lution of human societies and their economic activity, which makes it surprising that scholarship
has often been quite narrowly defined. Previous histories of retailing have followed national
lines or tracked the evolution of different retail formats, such as public markets, shopping
malls, or department stores. In this Companion to the History of Retailing, the authors draw on
their disciplinary specialties, but were tasked to bridge national divides wherever possible. As a
result, some key influences and processes are revealed. Western retailing practices, for instance,
shaped business enterprise and shopping experiences the world over, but local and regional
differences are also shown to have persisted or in some cases, created interesting hybrid forms.
A longer perspective has also shaped the picture of change over time, with strong continuities
being identified and new periodisations suggested. Previous scholarly works have focused on
the consumer revolution or the rise of modern mass retailing, but what comes from our longer
chronological view and global perspective is a messier, more interesting history.
II. Approaches
Retail history is a rich, cross-disciplinary field that demonstrates the centrality of retailing to
many aspects of human experience, from the provisioning of everyday goods to the shaping
of urban environments; from earning a living to the construction of identity. This diversity is
reflected in the broad range of disciplines that contribute to retail history, including economics,
business, labour, architectural and social and cultural history, historical geography, marketing
and management studies and urban planning. This diversity is a real strength, making the study
2
Introduction
of retail history a vibrant and constantly changing field of enquiry: each discipline brings its
owns perspectives and concerns, asking a different set of questions, and each writes retail his-
tory in a different way. Diverse sources are drawn on to reconstruct the spaces, dynamics and
practices of retailing: architectural historians might use plans, designs and the extant fabric of
the city, whereas economists utilise statistics of sales, wages and the like, and business historians
draw on the records of individual companies. These different sources reflect different method-
ologies: the quantification and model building of economists, for example, or the case studies
and “thick descriptions” of social historians.
Such diversity is underscored by the different approaches and timeframes considered by his-
torians in different countries. To caricature: American scholars tend to focus on the emergence
of big business in the nineteenth and twentieth centuries, whereas those in Europe also examine
medieval and early modern retailing, and are more concerned with a diversity of retail forms
(Strasser, 1989; Leach, 1993). More subtly, definitions of key institutions (such as department
stores) can vary, as can the relative importance of issues such as race or the role of central and
local government in retail regulation (Benson, 1986; Howard, 2015; Monod, 1996). This disci-
plinary and national diversity is readily apparent in this volume, bringing to it a range of voices
and perspectives that illustrate the varied ways in which retail history is studied and written. For
instance, the discussion of itinerant tradesmen, written by the French social historian, Laurence
Fontaine, is very different in style from Nitin Sanghavi’s account of the retail history of India,
which reflects the perspective and priorities of business management.Yet both, and all the other
contributions to this volume, offer rich and varied insights in the many facets of retail history.
Indeed, this diversity enriches our understanding of retail history in its many forms.
Uniting these different perspectives and approaches is a broad consensus around the overall
narrative of retail development, a consensus that has both temporal and spatial dimensions. Start-
ing from the ancient world, the focus is largely on markets and fairs, which were increasingly
formalised and regulated. Social and spatial gaps in provision were met by an array of itiner-
ant retailers who were especially significant in serving the needs of rural populations less able
to access urban markets (Holleran, 2012; Stabel, 2001; Fontaine, 1996; Calaresu and van den
Heuvel, 2016). Yet shops were always present alongside the market, often operated by crafts-
men who made as well as sold their wares; these fixed shops became increasingly important,
eventually dominating retail provision, especially for durable goods and non-perishable foods – a
process traced by Dyer in this volume (see also Keene, 1990; Welch, 2005; Carlin, 2007). In part
because of gild regulations in many European cities and in part because of the growing array of
goods available, retail provision diversified and specialised, a process that often involved the sep-
aration of production from retailing. In colonial America, import merchants sold goods through
several distribution chains, including their own stores located at their warehouses in port cities
and through networks of smaller merchants in the hinterland (Matson, 1998). Across Europe,
the eighteenth century witnessed a proliferation of shops that were much more geared towards
actively selling their wares, as Blondé and Van Damme outline in this volume. This process
continued into the nineteenth century with the emergence of ‘modern’ retailing in the form of
department stores and chain stores, which ushered in a new set of retail practices (Leach, 1993;
Levinson, 2011; Spellman, 2016). The spatial focus here switches to America, where the devel-
opment of mass retailing is seen as being most rapid and thorough (see the chapters by Elvins,
Kruger and Liverant). Through the late nineteenth and early twentieth centuries, retailing grew
further in scale and in its impact on both cities and citizens (Howard, 2015; Isenberg, 2004;
Longstreth, 1997) with US practices being copied across the world (see the chapters by Miller,
Howard and Stobart, and Purvis). As the twentieth century progressed, new forms of retailing
3
Jon Stobart and Vicki Howard
took hold, including self-service and supermarkets; growing personal mobility drove a process
of suburbanisation and a consequent decline in city centres – a trend first seen in the USA and
accelerated in recent years by the emergence and growth of online shopping, as discussed here
by Hyder, Halebsky, Stanger and Ellis-Chadwick.
Variations on this basic narrative reflect local differences in timing, emphasis and extent,
but there is broad agreement on the sequence of change. Whether this amounts to evolution
or revolution is, in part, a matter of perspective, although there is a growing scepticism about
notions of a single retail revolution, as we discuss below. What remains clear, however, is the
way in which retailing offers a window onto other key social, economic and cultural changes,
including the emergence of a consumer society, the vibrancy of the economy (ides of consumer
confidence and retail sales), the vitality of towns and urban institutions and relationships of
power, such as race, gender and class.
4
Introduction
attempted to discover how changes in retailing and consumption were connected, and deter-
mine the direction of causality (e.g. Blaszczyk, 2000; Coquery, 2011; Stobart, 2010). Some
have challenged the periodisation, finding evidence of a productive symbiosis in earlier times
(Peck, 2005; Welch, 2005) or arguing that both sets of changes belong more properly in the age
of mass retailing and mass consumption (Leach, 1993). Others have argued that consumer trans-
formation took place in an essentially traditional retail context (Blonde and Van Damme, 2010).
Retail credit is seen by some as being central to modern consumerism; store cards and credit
cards gave easy access to personal credit in the late twentieth century, building on the freedom
provided earlier in the century by hire purchase agreements which brought a wide range of
consumer durables within the reach of ordinary householders (Calder, 1999; Hyman, 2011)).
Yet credit has always been central to the selling and buying of goods and to the relationship
between retailers and consumers. It is apparent that the link between supply- and demand-side
changes remains a key focus for historical enquiry, with the conclusions reached often reflecting
the location and social group being examined, and the perspective of the researcher.
Debates about retail and consumer revolution often assume that both shopkeepers and their
customers were entirely free agents, able to determine the course of history through their
personal agency. Yet retailing has always been subject to government regulation (Cohen, 2003;
Esperdy, 2008; Jacobs, 2005; Monod, 1996). As Dyer demonstrates in his chapter, medieval mar-
kets were closely controlled by civic and manorial authorities concerned with open and fair
trading, and Guardia et al show that state involvement in markets has continued into the present
era. Gilds played a large role in shaping retailing in many European cities into the eighteenth
century and sometimes beyond, while civic authorities were increasingly active in asserting
planning control and devising improvement schemes that involved radically remodelling retail
streets – a process which reached its apogee in the comprehensive redevelopment schemes of
postwar Europe (Howell, 2010; Morrison, 2003; Gosseye, 2015). National, state and local gov-
ernments also stepped in, regulating prices, wages and hours of operation and sometimes using
retail as a political tool for social and economic modernisation – see the chapters by Harada
and Foda.
Globalisation is another thread that ties the various histories of retail together. One per-
spective on this focuses on the growing power of retailers to shape production. This is perhaps
most obviously seen in the influence of late twentieth-century supermarkets to influence price
and product specification of a wide range of agricultural products, but there is a long tradition
of retailers involving themselves directly in the supply chain – from co-operatives to depart-
ment stores (Lichtenstein, 2009; Spellman, 2016). A second perspective highlights the spread of
Western-style retailing throughout the world. However, as many of the chapters in section 4 of
this volume attest, this influence was not always monolithic or one-directional. Non-Western
and socialist societies developed department stores and shopping malls, for instance, but their
meaning and even the shopping practices they encouraged were somewhat distinct from their
American and European origins – see the chapters by Miller, Foda and Hilton. And Western
models might be hybridised and exported to other parts of the world, as Fujioka demonstrates
was the case with Japanese department stores.
The relationship between retailing and the city forms a second broad theme, linking retail
history to urban and architectural history, and historical geography – as highlighted in particu-
lar in Longstreth’s chapter. Despite the growing industrial specialisation of urban economies,
especially from the eighteenth century, retailing continued to dominate town and city centres;
understanding its geography and its impact has therefore been a key topic of enquiry. For his-
torians of ancient and medieval cities, this has often meant focusing on market buildings and
5
Jon Stobart and Vicki Howard
market squares; for more recent periods, attention switches to shops and the high street, and
subsequently to precincts, malls and shopping centres (Stabel, 2001; Coquery, 2011; Furnee and
Lesger, 2014; Howard, 2015; Longstreth, 1997, 2010). This sequence can be traced through the
chapters by Dyer, Mitchell and Howard and Stobart which draw out the shifting functional and
geographical locus of urban retailing over the longue durée. Mapping the changing location of
retail infrastructure or the concentrations of specialist retail trades provides a window onto a
range of broader processes and relationships, from business location strategies and the economics
of clustering, to the daily pathways of urban dwellers and the persistence of local and regional
identities (Hardwick, 2004; Elvins, 2004). Retail is seen as playing a key role in shaping the
layout of the city, and more especially its built environment: the style, scale and orientation of
buildings were determined in part by imperatives of selling. This is most obvious in department
stores and malls, but is also apparent in market halls and corner shops (Morrison, 2003; Long-
sreth, 1997, 2010; Guardia and Oyon, 2015). Buildings carry messages about the retail company,
for example through monumentalism and house architectural styles; together they help to define
the identity of the city, although a key concern in recent years has been with the growing same-
ness of high streets and city centres, as highlighted in Mitchell’s chapter.
The link between retailing and the city centre has been weakened by the progressive decen-
tralisation and suburbanisation of shops. Originally, retail location was determined by accessibil-
ity on foot; mass transport systems, especially trams and omnibuses, provided a strong impetus for
shops to locate along the route and particularly around terminals. All these meant that city centre
locations were favoured. However, this was first challenged and then broken, from the 1950s in
the USA and slightly later in Europe, by the rise of the motorcar and the personal mobility that
this offered. Residential decentralisation in the United States following World War II spurred
development of new shopping complexes outside of traditional city centres (Longstreth, 1997,
2010). American car culture increasingly dominated the commercial landscape with the appear-
ance of new competitors in the shape of discounters and big-box retailing, built on low-cost land
outside of city centres. These shifts have created fundamental changes in the urban fabric: down-
town in many American cities in particular now has little to do with retail. Restaurants, bars,
cafés, cinemas and other leisure-oriented businesses have populated downtowns, replacing the
types of businesses that serve everyday needs, such as grocery and hardware stores. While many
lament the death of downtown in America, historians have emphasised the continual evolution
of retail formats and their meaning (Howard, 2015; Isenberg, 2004; Spellman, 2016). Over the
last decade or so, focusing on grassroots movements and local efforts, some have emphasised
survival and transformation, rather than destruction and decline (Isenberg, 2004).
Historians are also interested in retail space at a finer scale, within malls, arcades and even
within shops themselves. Some of this concerns the ways in which store layout influenced
consumer behaviour, as seen in analyses of the infrastructure for display that increasingly char-
acterised eighteenth-century shops and the heightening of such practices in nineteenth-century
department stores (Walsh, 1999; Stobart et al., 2007; Whitaker, 2011; Howard, 2015). It is also
apparent in the construction and layout of supermarkets, malls and shopping centres – see the
chapters by Hyder, Halebsky and Howard and Stobart. In all these retail environments, space
was produced and manipulated by retailers to mould people’s interactions with goods and their
perceptions of the retailer, with the ultimate aim of increasing sales. However, more recently,
there has been growing interest in the ways in which retail space has been constructed and
sometimes subverted by the spatial practices of shoppers: high streets and arcades were used as
promenades and by flaneurs, department stores formed distinctly female spaces, and malls were
colonised by the young and old as places to hang out or stay warm and dry. Moreover, retail
6
Introduction
venues, operating as a quasi-public privatised space, have been sites of political resistance. Soci-
ologists, for example, have examined the various ways that different groups, such as women and
the politically oppressed, have deployed such spaces for their own purposes (Srivastava, 2015).
As this suggests, retail history is increasingly being explored through a social or cultural lens.
This includes using traditional categories such as gender, class and race, and increasingly in terms
of identity construction and counter cultures. Class has often been examined in terms of labour
relations. On the one hand, this has involved juxtaposing powerful merchant princes and penny
capitalists, as Spellman does in her chapter (see also Benson, 1992). This can be seen as part of
a broader historical tradition that explores economic and social change through the actions of
great heroic figures, be they manufacturers, social reformers or retailers. It is most prominent in
histories of department stores, but also characterises the histories of chain stores and even super-
markets (Briggs, 1956; Moss and Turton, 1989; Mathias, 1967; Buenger, 1998). On the other
hand, there is the relationship between the shop owner and their workers, which could some-
times be highly antagonistic. The former often fought attempts at statutory control of working
hours, whilst also pushing for resale price maintenance, which meant that goods cost more to the
consumer (Scott and Walker, 2018).The latter, meanwhile, are often portrayed as being deskilled
as retailing ‘modernised’ through adopting new management practices, fixed prices, open dis-
play and self-service – a trend that continues through to today, with zero-hours contracts and
automated check-outs (see the chapters by Purvis and Opler). Class was also important in terms
of the status of customers, where they shopped, how they interacted with salespeople and what
they purchased sometimes being determined by and then serving to cement their social stand-
ing (Abelson, 1989; Benson, 1986; Miller, 1981). In this context, co-operative stores has been
portrayed as empowering the working classes by assuring good quality and fair prices, an aspect
developed by Hilson et al in their chapter. In contrast, second-hand was increasingly seen as the
recourse of the poor, but this was, as Pennell demonstrates, time and sector specific: before the
eighteenth century, second-hand was important for all sectors of society and recent years have
seen the growth of “vintage” shops (see also Stobart and Van Damme, 2010). Department stores,
meanwhile, are celebrated a democratising luxury, although different stores catered to different
social groups (especially when we look beyond the Western world (Whitaker, 2006).
In the USA, race was also important in shaping peoples experience of retailing. The Jim
Crow practices of Southern retailers and boycotts of segregated store facilities and discrimina-
tory labour practices have been well-documented by historians of the civil rights movement.
Business historians have evaluated the response of managers to boycotts and legislative pressure,
and have also documented the contributions of black-owned business to retail history (Cham-
bers, 2008; Dyer, 2013; Weems, 1998; Wright, 2013). The broader subject of racialised consump-
tion and racial discrimination in the commercial sector has recently attracted the attention of
scholars across a wide disciplinary spectrum (Bay and Fabian, 2015). Race has been less of an
issue in the history of European retailing, although the growing number and variety of small
shops owned by immigrants from former colonies and the more recent growth of shops selling
east European foods demand fuller attention – as Van Damme notes in his chapter.
A more general and widely shared concern in the more recent historiography is with gender
and especially women’s relationship with retailing and shopping. As with class, attention has
focused on issues of oppression and inequality versus empowerment and liberation. Shopkeepers
have long included women as well as men, and the shopkeeper’s wife was often crucial in run-
ning the family business (Van den Heuvel, 2013; Barker, 2017). However, there has always been
a tendency for women to trade in lower status and less remunerative retail trades, sometimes
at the margins of legality. The rise of big retail businesses is sometimes seen as offering greater
7
Jon Stobart and Vicki Howard
opportunities for female shop assistants, although their opportunities for advancement through
the tiers of management were restricted in Europe, at least before World War II (Lancaster, 1995).
In the United States, department stores provided more opportunities for women to rise up the
ladder as buyers and middle managers, though with the arrival of big discounters after World
War II a more male-dominated climate prevailed (Howard, 2015). Poor working conditions and
the danger of sexual exploitation were apparent in the early modern era and continued into the
twentieth century. As a key female occupation, retail work has attracted attention from women’s
and labour historians (Benson, 1986; Opler, 2007). Although the unionisation of retail workers
has also lagged behind that of industrial workers in the United States, women played key roles
in the history of union organising, a position that created sometimes antagonist relationships
with customers (Opler, 2007). Analyses of women as customers paint a more positive picture.
Shops and shopping formed an arena in which they could engage in the public sphere, although
the liberating spaces of department stores were balanced by the dangers of social heterogeneity
which it brought with it (Lancaster, 1995; Benson, 1986). Social historians have documented the
tensions within an emergent culture of consumption, visible within retail institutions such as
the department store. Concerns about gender and class in Victorian America, for example, came
together within the shoplifter-kleptomaniac identity given to middle-class white women (Abel-
son, 1989), although recent work has questioned this association – as discussed in the chapter by
Blondé and Van Damme.
8
Introduction
The chapters in section 2 also examine retail activity in all its diversity and distinctiveness, but
a focus on building and organisational typologies highlights many interesting similarities of retail
form across the globe. Architectural formats are shown to have evolved slowly over time, for
instance from open-air markets and market stalls to purpose-built market halls and from village
and high street shops to the large-scale enterprises that emerged in the late nineteenth century.
Chapters draw attention to the shared social and cultural experience of the spaces and places
where people shopped. As our authors show, retail spaces and places exerted tremendous cultural
and social power over more than simply shopping or consumer behaviour. Indeed, department
stores, shopping malls and big-box stores like Walmart helped constitute the very meaning of
consumer society, providing the spaces where modern identities took shape. Other retail modes
influenced the most fundamental of human activities – eating.The rise of supermarkets not only
transformed food provisioning and eating habits, but was also connected to new agricultural
and technological regimes. Retail change influenced the shape of cities and their commercial
districts. By detailing the evolution of retail spaces and places, these chapters contribute to an
understanding of these broader historical changes across national boundaries.
Section 3 turns to the human actors who comprise all retail enterprise. Here, chapters docu-
ment the wide variety of people, processes and practices behind the retail industry, from the level
of individual enterprise to big business. That retail history can be told from the bottom up or
the top down is reflected in this section, which includes contributions on itinerants and peddlers
and on shop workers, as well as managers and merchant princes. In addition, this section reflects
the variety of retail processes or organisational modes within the distribution chain. The focus
here is on large-scale organisational structures – multiples, mail order firms and co-operatives –
and the ways in which their economic practices were suffused with social and cultural implica-
tions, most overtly in the case of co-operative societies with their conscious social and political
agendas. Smaller-scale retailers receive perhaps less attention than they merit, which in part
reflects their relative neglect in the literature: obscured by the bright lights of the high street and
mall, and the growing dominance of big business. Overall, the section overviews the evolution
of business and labour practices within a consumer-oriented society.
National boundaries, shaped by law, custom and geography, determine economic practices.The
final section seeks to illuminate the shared structures and diverse practices of different regions and
nations across the world. Chapters cover the retail history of the USA and Canada,Western Europe,
Eastern Europe, Australia and New Zealand, Latin America, the Middle East, Japan and India. Addi-
tional chapters on individual countries would have helped clarify national differences, for example
between countries in Mediterranean and northern Europe or different states in India; but limits of
space and a desire to provide a coherent overview of geographical variations meant that we focus
on global regions rather than dig down into local specificities.The authors draw on their historical
specialties to situate retail practices within their national contexts, but also seek to highlight connec-
tions across borders. In many cases, different countries shared markets, language, and political cul-
tures and it made sense to treat them together.Two notable absences within the volume – China and
Africa – have extremely long and diverse retail histories and need to be addressed by further study.
Through its various sections and chapters, this volume aims to provide both an overview
of the history of retailing and an entrée to its many and varied elements. It is unlikely that the
reader will tackle the whole book or even read through an entire section, although both would,
we feel, be rewarding exercises. Each chapter is thus written in a way that allows it to be read
on its own, to provide an overview of the history of itinerants or supermarkets, for example, or
the development of retailing in the Middle East or Japan. In whatever way the reader chooses to
approach this volume, it offers rich insights into retail history and its links to wider economic,
social, cultural and urban histories.
9
Jon Stobart and Vicki Howard
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Scott, P. and Walker, J. (2012), ‘The British “failure” that never was? The “productivity gap” in large-scale
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pp. 807–832.
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12
Introduction
Abelson, E.S. (1989), When ladies go a-thieving: Middle-class shoplifters in the Victorian department store
(New York: Oxford University Press).
Barker, H. (2017), Family and business during the industrial revolution (Oxford: Oxford University Press).
Bay, M. and Fabian, A. (2015), Race and retail: Consumption across the color line (New Brunswick, NJ:
Rutgers University Press).
Belisle, D. (2011), Retail nation: Department stores and the making of modern Canada (Vancouver:
University of British Columbia Press).
Benson, J. (1992), The penny capitalists: Study of nineteenth century working class entrepreneurs (New
Brunswick, NJ: Rutgers University Press).
Benson, J. and Shaw, G. (eds.) (1992), The evolution of retail systems, c.1800–1914 (Leicester: Leicester
University Press).
Benson, S.P. (1986), Counter cultures: Saleswomen, managers, and customers in American department
stores 1890–1940 (Urbana, IL: University of Illinois Press).
Blaszczyk, R.L. (2000), Imaging consumers: Design and innovation from Wedgwood to Corning (Baltimore,
MD: Johns Hopkins University Press).
Blondé, B. and Van Damme, I. (2010), ‘Retail growth and consumer changes in a declining urban economy,
Antwerp (1650–1750)’, The Economic History Review, 63 (3), pp. 638–663.
Briggs, A. (1956), Friends of the people: The centenary history of Lewis’s (London: B.T. Batsford, First
Edition).
Buenger, V. and Beunger, W.L. (1998), Texas merchant: Marvin Leonard & Fort Worth (College Station, TX:
Texas A&M University Press).
Calaresu, M. and van den Heuvel, D.W.A.G. (eds.) (2016), Food hawkers. Selling in the streets from
antiquity to the present (London: Routledge).
Calder, L. (1999), Financing the American dream (Princeton, NJ: Princeton University Press).
Carlin, M. (2007), ‘Shops and shopping in the thirteenth century: Three texts’, in L.D. Armstrong , I. Elbl and
M.M. Elbl (eds.) Money, markets and trade in late medieval Europe: Essays in honour of John H.A. Munro
(Leiden/Boston, MA: Brill) 491–537.
Chambers, J. (2008), Madison Avenue and the color line: African Americans in the advertising industry
(Philadelphia, PA: University of Pennsylvania Press).
Chandler, A. (1977), The visible hand: The managerial revolution in American business (Cambridge, MA:
Belknap Press).
Cohen, L. (2003), A consumers’ republic: The politics of mass consumption in postwar America (New York:
Knopf).
Coquery, N. (2011), Tenir boutique a Pa’ris au XVIIIe siècle: Luxe et Demi-Luxe (Paris: Comité des travaux
historiques et scientifiques – CTHS).
Cox, N. (2000), The complete tradesman: A study of retailing, 1550–1820 (New York: Routledge).
Dyer, S. (2013), ‘Progress plaza: Leon Sullivan, Zion investment associations, and black power in a
Philadelphia shopping center’, in M. Ezra (ed.) The economic civil rights movement: African Americans and
the struggle for economic power (New York: Routledge).
Elvins, S. (2004), Sales and celebrations: Retailing and regional identity in Western New York State,
1920–1940 (Athens, OH: Ohio University Press).
Esperdy, G. (2008), Modernizing main street: Architecture and consumer culture in the new deal (Chicago:
University of Chicago Press).
Fontaine, L. (1996), History of pedlars in Europe (translated by Vicki Wittaker , Cambridge: Polity Press).
Furnee, J.-H. and Lesger, C. (eds.) (2014), The landscape of consumption: Shopping streets and cultures in
Western Europe, 1600–1900 (Basingstoke: Palgrave MacMillan).
Gosseye, J. (2015), ‘Milton Keynes’ centre: The apotheosis of the British post-war consensus or the apostle
of neo-liberalism?’, History of Retailing and Consumption 1 (3), pp. 209–229.
Guàrdia, M. and Oyón, J.L. (eds.) (2015), Making cities through markets halls, 19th and 20th centuries
(Barcelona: Museo d´Història de Barcelona).
Hardwick, M.J. (2004), Mall maker: Victor Gruen, architect of an American dream (Philadelphia, PA:
University of Pennsylvania Press).
Hollander, S.C. (1960), ‘The wheel of retailing’, Journal of Marketing 25, pp. 37–42.
Holleran, C. (2012), Shopping in ancient Rome (Oxford: Oxford University Press).
Howard, V. (2015), From Main Street to mall: The rise and fall of the American department store
(Philadelphia, PA: University of Pennsylvania Press).
Howell, M.C. (2010), Commerce before capitalism in Europe, 1300–1600 (Cambridge: Cambridge University
Press).
Hyman, L. (2011), Debtor nation: The history of America in Red Ink (Princeton, NJ: Princeton University
Press).
Isenberg, A. (2004), Downtown America: A history of the place and the people who made it (Chicago:
University of Chicago Press).
Jacobs, M. (2005), Pocketbook politics: Economic citizenship in twentieth-century America (Princeton, NJ:
Princeton University Press).
Keene, D. (1990), ‘Shops and shopping in medieval London’, in L. Grant (ed.) Medieval art, architecture and
archaeology in London (London: Routledge), 29–46.
Koehn, N.F. (2001), Brand new: How entrepreneurs earned consumers’ trust from Wedgwood to Dell
(Boston, MA: Harvard Business School Press).
Lancaster, B. (1995), The department store: A social history (Leicester: Leicester University Press).
Leach, W. (1993), Land of desire: Merchants, power, and the rise of a New American culture (New York:
Vintage Books).
Levinson, M. (2011), The great A&P and the struggle for small business in America (New York: Hill and
Wang).
Lichtenstein, N. (2009), The retail revolution: How Wal-Mart created a brave new world of business (New
York: Metropolitan Books).
Longstreth, R. (1997), City center to regional mall: Architecture, the automobile, and retailing in Los Angeles,
1920–1950 (Cambridge, MA: MIT Press).
Longstreth, R. (2010), The American department store transformed, 1920–1960 (New Haven, CT: Yale
University Press).
Mathias, P. (1967), Retailing revolution: A history of multiple retailing in the food trades (London: Longmans).
Matson, C. (1998), Merchants & empire: Trading in colonial New York (Baltimore, MD).
Miller, M.B. (1981), The Bon Marché: Bourgeois culture and the department store, 1869 –1920 (Princeton,
NJ: Princeton University Press).
Mitchell, I. (2014), Tradition and innovation in English retailing, 1700 to 1850: Narratives of consumption
(New York: Routledge).
Monod, D. (1996), Store wars: Shopkeepers and the culture of mass marketing, 1890–1939 (Toronto:
University of Toronto Press).
Morrison, K. (2003), English shops and shopping (New Haven, CT: Yale University Press).
Moss, M. and Turton, A. (1989), A legend in retailing: House of Fraser (London: Weidenfeld & Nicolson).
Opler, D. (2007), For all white-collar workers: The possibilities of radicalism in New York City's department
store unions, 1934–1953 (Columbus, OH: Ohio State University Press).
Peck, L. (2005), Consuming splendor: Society and culture in seventeenth-century England (Cambridge:
Cambridge University Press).
Scott, P. and Walker, J. (2012), ‘The British “failure” that never was? The “productivity gap” in large-scale
interwar retailing: Evidence From the department store sector’, Economic History Review, 65, pp. 277–303.
Scott, P. and Walker, J. (2018), ‘Retailing under resale price maintenance: Economies of scale and scope,
and firm strategic response, in the inter-war British retail pharmacy sector’, Business History, 60 (6), pp.
807–832.
Spellman, S.V. (2016), Cornering the market: Independent grocers and innovation in American small
business (New York: Oxford University Press).
Srivastava, S. (2015), Entangled urbanism: Slum, gated community, and shopping mall in Delhi and
Gurgaon (Delhi: Oxford University Press India; UK edition).
Stabel, P. (2001), ‘Markets in the cities of the late medieval low countries: Retail, commercial exchange and
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