The Complete Tradesman: A Study of Retailing, 1550-1820 (History of Retailing and Consumption) Book

Based on extensive research into diverse trade sources, this work takes issue with the resilient stereotype of the "dull" and "out of date" shopkeeper of the early modern period. The author shows that the retailing sector was, in fact, well adapted to the social and economic needs of the day and quick to exploit new opportunities. Chapters cover not only distribution, shop design, customer relations and networks between tradesmen, but also attitudes to retailing, official controls and the response to novelty. By throwing light on subjects hitherto overlooked and challenging preoccupations with progress towards modern retailing systems, this study is intended to signal a new approach to the history of retailing. The focus in placed on asessing how far tradesmen, especially shopkeepers, satisfied and stimulated contemporary desires for consumer goods.Read More