The Rise of Modern Shopping: Wanamaker, Selfridge & The Birth of Retail Tactics | FULL DOCUMENTARY

The second episode of “BIRTH OF SHOPPING” reveals the canny secrets of the retail game in the early part of the 20th century. Hopping from department stores in America to England to Australia, the program examines the wily tactics of the world’s greatest retailers.

Philadelphia merchant, John Wanamaker, exploits his religion by being the first vendor to create sales feasts out of Christian festivals: Christmas and Easter, Meanwhile, penniless Russian immigrant to Australia, Sidney Myer, suppresses his Jewish faith by trading on the Sabbath to fit in with the Anglo majority. Myer also helps shatter class barriers by the introduction of a department store staple – the bargain basement.

Over in England, the showman, Harry Gordon Selfridge in London dazzles his store ‘guests’ with swanky new inventions – escalators, electric windows and telephones (who needs an iPhone when at Selfridges you could ask one of the restaurant waiters to wheel over a telephone table and call direct from your dining chair?).

A climax of a different kind lines up for the dramatic character of Mrs Debt. One of four female archetypes; Mrs Debt falls into every trap set by the department store. Inventions like the guaranteed returns policy, easy credit and buying for her ‘children’s wellbeing’ all land Mrs Debt into a pile of…well, debt. Her radical solution to paying her bills is… prostitution.

In contrast, Mrs Homemaker outwits the stores. Triumphantly exploiting store freebies, and prudent shopping habits make Mrs Homemaker the ultimate winner in the shopping game.

Documentary: Birth of Shopping : Episode Two : A Modern Game
Directed by: Sally Aitken
Production: Essential Media and Entertainment & Telfrance

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