Shop Talk

Oral History Journal vol 37 2009My article ‘Investigating Shopper Narratives on the Supermarket in Early Post-War England, 1945-75’ has just been published in the March issue of Oral History.

The article looks at the complexities surrounding consumer reaction to changes in food shopping between 1945 and 1975 and is based on research we did for the Reconstructing Consumer Landscapes Project. The article introduces approaches to understanding consumers, and looks, in particular, at the reactions of consumers to the self-service retail innovation and the rise of supermarkets when they were introduced in Britain in the early post-war period. The article highlights some of the strengths we observed in our use of oral history interviewing for this type of research, and we also discuss our use of a content analysis approach to analyze material from the interviews.