Not so long ago, at the turn of last century, if you wanted to shop for something, you had to go down the local market or annual fair. Shopping was the act of physically going somewhere, a decision that was accompanied by a decent walk or horse ride. Those who were rural were known to only venture out once a week or even only once a month or more. Shopping was a conscious event.
Shopping was a novelty
Going to purchase a dress or a new item of clothing was a big deal once upon a time, it wasn’t considered an everyday event. Big shopping malls, conglomerates and advertising have destroyed this once exciting event.
Although paid advertising didn’t become popular until the mid-1800’s, it was scarce by today’s standards, limited to newspapers at first. As agencies developed during the 20th century, the advertising industry boomed – the agency’s found more and more mediums that advertising could exist.
Of course, with the event of the internet – shopping has been revolutionised. Nearly every industry has been able to adapt their offerings online advertising to the customer. E-commerce and credit cards have opened up customers buying anywhere and everywhere with instant gratification – a method up until recently was only available to select mail-in catalogue providers.
Today, we are always shopping
Once shopping was an event in itself, it was something to be excited over. Its now something so incorporated in western society we do without much thought whatsoever. Shops are everywhere; let’s face it, most of us live in an urban area. – A shop is no more than a mile or two away from us. I just about guarantee that you have visited your local brick and mortar today (or will do before days end).
Online, we are even more mindless shoppers. So many things we do online leads back to shopping. The accessibility the internet provides advertises an absolute dreamland. Instagram, social media, blogging even traditional news outlets all commonly have links to shopping and encouraging you to buy some brand or product. With the event of shopping algorithms to select similar garments, the ability to pin up your ideal wardrobe, find the perfect office workspace or remarket that Samsung mobile on your favourite tech website we are continuously advertised too.
Even if you don’t have your credit card out ready to buy, you are continually browsing product and services. You are deciding, making decisions about about about what you like and don’t want, what you plan to spend your cold hard cash next on. Like it or not, you are continually shopping – and technology is just making it easier for us to live in in in this material world.
Don’t get me wrong; advertising inspires me, it fascinates me. I’m sure 20 years ago few would have been able to imagine a world where we regularly shop. It’s now here, all because of the evolution of advertising.