Background

Abstract

Since the beginning of history, retailers have sought to make shopping a pleasurable experience:

The Sumarian and Mesopotamian caravanners of 4000 years ago … knew well the importance of creating just the right atmosphere for selling. No unit would depart from Damascus on its journey to Jeddah without … magicians, snake charmers, story tellers, dancers, sword swallowers and craftsmen who theatrically fashioned goods in situ ….

(English Tourist Board, 1989, page 3)

In the UK (the English Tourist Board went on to point out) the Romans ‘formalised and enhanced the market system that was already in place’. For instance at what is now Leadenhall street in London, Forshaw and Bergstrom (1983) stated that the Romans ‘built a market place or forum, a large square 200 yards across’. This would have had traders around the periphery and an area in the centre for public leisure and socialising.

Shopping is a primary human activity in which almost every individual in civilised society takes part …. Shopping may be either a chore, a social pleasure, a relaxation or a stimulus.

(Beddington, 1991)

Throughout the world, shopping for goods and services … by the exchange of money or goods, has always been and still is an important part of … daily life …. The underlying and basic desire … is to create a pleasant environment — not only for … buying … but also to satisfy a social need.

(Redstone, 1973)