Additional Coverage:
- Photos of the first supermarkets show how much grocery shopping has changed in a century (businessinsider.com)
From Haggling to High-Volume: The Evolution of the American Supermarket
Grocery shopping today might feel like a time-honored ritual, but the modern supermarket is a relatively recent invention. A century ago, the experience was vastly different.
City dwellers relied on a network of local markets, peddlers, and small shops, often haggling over prices and facing inconsistent availability. Historian Tracey Deutsch highlights the difficulty of this era, describing grocery shopping as “difficult, time-consuming, and important work.”
Shoppers, predominantly women, navigated linguistic and cultural differences while piecing together their meals one ingredient at a time.
The 1920s saw the rise of the early grocery store, small establishments averaging around 500 square feet. Clerks fetched items for customers, who relied on trust for quality and fair pricing.
Credit systems were common, with accounts settled on payday. These stores, however, often lacked fresh produce and meat, requiring additional trips to specialized vendors.
Chain stores like A&P and Kroger emerged in the 1910s and ’20s, offering lower prices through bulk purchasing. This proved particularly appealing during post-World War I inflation.
A&P’s innovative cash-and-carry economy stores further streamlined operations by eliminating credit and delivery services. This efficiency fueled rapid expansion, with A&P boasting over 15,000 stores by the 1930s.
However, anti-chain store legislation in some states, designed to protect independent businesses, threatened this growth model.
Kroger distinguished itself by offering a wider range of products. Vertical integration, including baking bread and acquiring a meat packer, provided greater control over pricing and allowed Kroger to undercut competitors. By 1925, Kroger was a retail powerhouse, operating nearly 3,000 stores and multiple bakeries.
In 1916, Piggly Wiggly revolutionized the shopping experience with the introduction of self-service. Customers navigated a one-way aisle system, selecting pre-weighed and clearly priced items. This novel approach, though predated by similar stores in other regions, captivated shoppers and quickly spread through franchising.
The title of “first true supermarket” remains contested. Some historians point to King Kullen, founded in 1930 by Michael Cullen, who envisioned large-volume, low-markup stores.
His “price wrecker” strategy proved immensely popular, drawing long lines and quickly expanding to over a dozen stores. Just three years later, former Kroger president William Albers launched his own chain of supermarkets, becoming the first to use the term in the company name.
Ralphs, a Los Angeles-based chain founded in 1873, is another contender. Capitalizing on the rise of car ownership, Ralphs opened a 10,000-square-foot self-service store with ample parking in 1926. Its spacious design and emphasis on California produce attracted a loyal following.
Big Bear, opening in New Jersey in 1932, further pushed the boundaries of the supermarket concept. Occupying a former auto plant, Big Bear offered a vast array of goods, from groceries and fresh produce to electronics and cosmetics. Its “price crusher” tactics drew shoppers from miles around.
Early supermarkets shared several key features: free parking, high product volume, diverse departments, and a cash-and-carry model. They offered a one-stop shopping experience, consolidating various food vendors under one roof.
While some prioritized aesthetics and customer service, others, like the “barney stores,” focused on affordability. Initially, independent stores led the supermarket revolution, with established chains like A&P and Kroger slower to adapt.
Despite initial skepticism, the supermarket model proved resilient, flourishing even after the Depression. Post-World War II saw continued expansion, with stores offering a wider selection and increasingly adopting a more organized, customer-centric layout.
Though many early chains have since consolidated or disappeared, their legacy remains. The supermarket revolution transformed American food shopping habits in profound ways that continue to shape our experience today.
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- Photos of the first supermarkets show how much grocery shopping has changed in a century (businessinsider.com)