Awards

• Winner of Winner of the 2016 Hagley Prize in Business History sponsored by the Business History Conference 2021
• Winner of Winner of the 2016 Hagley Prize in Business History sponsored by the Business History Conference.

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Reviews

From Main Street to Mall offers sharp analysis of American retailing from a new vantage point, advancing our understanding of the department store beyond Macy's and Marshall Field's. Historians of consumer culture have always known of smaller stores in smaller cities, but nobody paid attention to them until Vicki Howard. A significant contribution. -Susan Strasser, author of Satisfaction Guaranteed: The Making of the American Mass Market Combining deep historical research and vivid description, Vicki Howard lucidly explains how, when, and why the department store came to dominate American commercial culture and how the democratization of consumption, changing public policy, and the forces of globalization contributed to its transformation and demise. A must-read for researchers of American consumer culture and for anyone who loves to shop. -Regina Lee Blaszczyk, author of The Color Revolution

Combining deep historical research and vivid description, Vicki Howard lucidly explains how, when, and why the department store came to dominate American commercial culture and how the democratization of consumption, changing public policy, and the forces of globalization contributed to its transformation and demise. A must-read for researchers of American consumer culture and for anyone who loves to shop. -Regina Lee Blaszczyk, author of The Color Revolution From Main Street to Mall offers sharp analysis of American retailing from a new vantage point, advancing our understanding of the department store beyond Macy's and Marshall Field's. Historians of consumer culture have always known of smaller stores in smaller cities, but nobody paid attention to them until Vicki Howard. A significant contribution. -Susan Strasser, author of Satisfaction Guaranteed: The Making of the American Mass Market

Author Information

Vicki Howard is Lecturer in History at the University of Essex. She is author of Brides, Inc.: American Weddings and the Business of Tradition, also available from the University of Pennsylvania Press, and editor of the journal History of Retailing and Consumption.

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