The new department stores featured large street level display windows. Typically, they were illuminated and protected by an awning, allowing potential customers to stop and look. As competition increased among the stores, displays became more elaborate to lure in shoppers.
Window Display
2014.003.22
A John A. Roberts window display advertising the Hoover vacuum cleaner.
c. 1900
2014.003.22
A John A. Roberts window display advertising the Hoover vacuum cleaner.
c. 1900
Departments were strategically organized to encourage people to buy things they did not need. For example, store planners would place “impulse” items such as scarves near the front of the store and children's clothing in the back, forcing the customer to pass frivolous items to reach what they actually came for.
Departments at the Boston Store
22645230 & 22645231
1947
22645230 & 22645231
1947
Department stores created an exhibit with the goods in their store, displaying them in an attractive manner to encourage browsing. People were invited to take time and look around, turning shopping into an activity to be enjoyed rather than a chore.
J. B. Wells, Son & Co. interior
20164021-26
The sleek design of J. B. Wells, Son & Co. department store showcased their products.
1942
20164021-26
The sleek design of J. B. Wells, Son & Co. department store showcased their products.
1942
Department stores promoted the end of haggling in favor of fixed prices. This meant that people looking to save money would have to wait for sales, which could draw in huge crowds.
John A. Roberts & Co. "fire sale"
2014.003.19
1905
2014.003.19
1905