Coming of the Mass Market, 1850-1914

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This comprehensive study explores the causes and effects of the 'mass market' revolution from 1850 to 1914, which shaped the modern world. The unprecedented changes during this period were extraordinary, democratic, and affected everyone, continuing to influence lives today. The author provides a fascinating account of the evolution of the 'mass' market consumer and the retailing and leisure industries, highlighting their significant impact on daily life. Drawing on detailed contemporary economic and social data, including family budgets, Professor Hamish Fraser illustrates how the standard of living for the British population improved in the late nineteenth century. Enhanced healthcare, better food supplies, competitive pricing, and new distribution methods dramatically elevated living standards and life expectancy. Luxuries became necessities, and previously scarce items, like exotic fruits, became widely available. Fraser examines the social and economic causes and effects of this ongoing revolution, noting that for the first time, many British people accessed improved food, clothing, healthcare, and new goods and services, including leisure activities. The rise of the mass market transformed retailing and production, with new department stores and efficient distribution methods, competitive pricing, and widespread advertising. Innovations like canning, refrigeration, and improved transportation further met the growing dema