Mail-Order Retailing in Pre-War Japan: A Pathway of Consumption Before the Emergence of the Mass Market

Isamu Mitsuzono

Chapter 11 in The Historical Consumer, 2012, pp 259-283 from Palgrave Macmillan

Abstract: Abstract As is generally known, by the end of the nineteenth century the remarkable development of mail-order retailing in the United States had given birth to two retailing giants, Sears, Roebuck & Co. and Montgomery Ward. Given the lack of highly developed distribution systems in the United States at the time, they supplied a large quantity of standardised goods at low prices to rural people, for the most part meeting the demand for basic everyday goods in the expanding frontier market. In Chandler’s historical study of big business, these two companies represented typical mass distribution corporations in the United States (Chandler, 1977). That is, they provided one of the main pathways of consumption over the course of the expansion of the mass market.

Keywords: Department Store; Mass Market; Mail Order; Tokugawa Period; Total Retail Sale (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-36734-0_11

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DOI: 10.1057/9780230367340_11

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