The origins of the department store lay in the growth of the conspicuous consumer society at the turn of the 19th century. As the Industrial Revolution accelerated economy expansion, the affluent middle-class grew in size and wealth. This urbanized social group, sharing a culture of consumption and changing fashion, was the catalyst for the retail revolution. As rising prosperity and social mobility increased the number of people, especially women (who found they could shop unaccompanied at department stores without damaging their reputation), with disposable income in the late Georgian period, window shopping was transformed into a leisure activity and entrepreneurs, like the potter Josiah Wedgwood, pioneered the use of marketing techniques to influence the prevailing tastes and preferences of society.
When did the idea of a "consumer society" begin?
at the turn of the 19th century.