Most early Americans were farmers. As people
moved inland, they continued to hunt and farm and supply most of their own
needs. However, there were some things they could not produce themselves; for
these they relied on traveling peddlers. Peddlers brought pots and pans,
scissors, ribbons and lace, spices and medicines.
With the Industrial Revolution in the first
half of the nineteenth century, people moved to cities to work in factories.
Immigrants from Europe helped swell the population of cities. With so many
people clustered together, merchants could set up stores to supply residents’
needs.
Before the Civil War, store owners made their
own buying trips, or manufacturers visited store owners. Travel by stagecoach,
canal boat or steamer was slow and crude, and it was difficult to keep stores
stocked. Store owners could not visit every manufacturer, nor could
manufacturers visit every store owner. The rise of the wholesaler, who bought
large quantities of manufacturers’ goods and sold them to store owners,
provided an essential link in the distribution process.
After the Civil War, the expansion of railroads
had a tremendous impact on marketing and distribution. There was now a speedy
and low-cost way to move large quantities of goods over great distances.
Railroads could bring goods to markets previously unreachable. Chain stores and
mail-order houses flourished as a result of the railroad.
Traveling salespeople multiplied to take
merchants’ orders. New inventions were coming into the marketplace. Then, as
now, sales workers had to sell the public on the ideas behind the new
inventions. For instance, people reacted strongly against the typewriter
because they thought it would depersonalize correspondence and ruin business.
The sewing machine, elevator, and insurance met with similar resistance initially.