Markus Puskar takes us on a capitalist journey by sharing how Piggly Wiggly inspired mass marketing culture in the U.S.

In 1916, Clarence Saunders opened the first self-service grocery store called the Piggly Wiggly. It was revolutionary. It changed the way people shopped for food. Instead of taking a list to a counter and asking the grocer for items, customers were let loose in a maze of shelves to find items on their own. This saved money for the grocer in two ways: by cutting down on labor, and by encouraging people to buy on impulse instead of necessity.

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