A new shopping experience

Thinking back to a time in 1940s Britain when self-service food shopping was considered to be nothing short of revolutionary…

Outset Publishing

The food shopping experience of the 1940s was very different from that of today.

Customer making a purchase in a grocery shop during the Second World War. Interior view of a grocer’s shop with goods piled high on and behind the counter. The grocer offers a product to a woman customer. Egg substitutes and mixtures requiring no eggs are much in evidence.

Housewives were used to having the butcher, baker and fishmonger deliver to the door. They would take receipt of their goods and then put in their order for the next week. Milk was delivered by the morning milkman, arriving with his horse-drawn or electric milk float. So it only left a short walk or bus ride to the local greengrocer’s shop for their seasonal fruit and vegetables.

Women were comfortable in the knowledge that the salesmen knew what they wanted. They often stopped for a chat or a…

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Published by Isabella Muir

Isabella is passionate about exploring family life from the 1930s through to the 1960s. She has published five Sussex Crime mystery novels set during the 1960s, a standalone novel dealing with the child migrant policy of the 1950s and 60s, several novellas set during the Second World War, and two short story collections. All available in paperback from your local bookshops, or online as ebooks. Her novels are also available as audiobooks, and have been translated into Italian.

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