Personal Shoppers

For decades, American retailers have been working to create easier ways to shop. Mail order was an early innovation: Catalog companies such as Montgomery Wards and Sears, Roebuck and Co. started business in the late 19th century to meet the shopping needs of people living in rural areas and small towns. Many consumers relied on mail order for everything from suits and dresses to furniture and stoves; Sears even sold automobiles through the mail. Shopping for food, clothes, and gifts was considered a household chore, a responsibility that belonged to women. By the late 1800s, shopping had developed into a popular pastime in metropolitan areas. Wealthy women of leisure turned downtown shopping districts into the busiest sections of their cities, as department stores, boutiques, tea shops, and cafes evolved to serve them.

As more women joined the workforce after World War II, retailers worked to make their shopping areas more convenient. Supermarkets, shopping centers, and malls became popular. Toward the end of the 20th century, shoppers began looking for even more simplicity and convenience. In the 1990s, many companies began to market their products via the Internet. In addition to Internet commerce, overworked men and women are turning to personal shoppers, professional organizers, and personal assistants to fulfill their shopping needs.