Changes in Provincial Retail Practice during the Eighteenth Century, with Particular Reference to Central-Southern England

Christina Fowler

Business History, 1998, vol. 40, issue 4, 37-54

Abstract: This essay examines the development of the retail sector in eighteenth-century provincial England, with particular reference to Hamsphire. The move to fixed place retailing is set against a background of changing wholesale and domestic distribution techniques and the significant demographic shifts experienced at the time. The role of the market, fair, and itinerant trader are considered against the rise of the increasingly specialist resident retailer. Innovations in retail practice (fixed pricing, advertising, loss leaders, the promotion of cash, the tightening of credit and the introduction of branded goods) are examined, collectively indicating that retail distribution underwent a significant transformation in the late eighteenth century.

Date: 1998
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DOI: 10.1080/00076799800000337

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