Shopping and the Senses, 1800-1970

Book excerpt: This book demonstrates the primacy of touch, smell, taste, sight and sound within the retail landscape. It shows that histories of the senses, body, and emotions were inextricably intertwined with processes and practices of retail and consumption. Shops are sensory feasts. From the rustle of silk to the tempting aroma of coffee, the multi-sensory appeal of goods has long been at the heart of how we shop. This book delves into and beyond this seductive idyl of consumer sensuality. Shopping was a sensory activity for consumers and retailers alike, but this experience was not always positive. This book is inhabited by tired feet and weary workers, as well as eager shoppers. It considers embodied sensory experiences and practices, and it represents both a celebration and interrogation of the integration of sensory histories into the study of retail and consumption. Crucially, this book places breathing, feeling human bodies back into the retail space.