Shopping cart in supermarket aisle

Shopping cart in a supermarket aisle: a symbol of modern consumption and retail logistics.

About this subject

The shopping cart, invented by Sylvan Goldman in 1937, revolutionized retail by allowing consumers to carry more products, boosting sales. In Brazilian supermarkets, these carts are ubiquitous, especially in chains like Pão de Açúcar, Carrefour, and Assaí. The basic design, with a metal basket and four swivel wheels, has changed little over decades, but modern versions include child seats and phone holders. An average supermarket in Brazil has between 200 and 500 carts, each with a lifespan of 5 to 10 years. The central aisle, usually wider, is reserved for promotional and high-turnover items like beverages and cleaning products. Aisle layouts are planned to maximize customer dwell time, with essential items (milk, bread) scattered to force circulation. Interestingly, in Brazil, padlocks on carts to prevent theft are common in neighborhood stores, while large chains use wheel-locking systems. This editorial-style image captures the essence of mass consumption, focusing on the interaction between object and environment.

Frequently Asked Questions

Who invented the shopping cart?

The shopping cart was invented by Sylvan Goldman, owner of a supermarket chain in Oklahoma, United States, in 1937. He noticed customers stopped buying when hand baskets became heavy, so he created a wheeled cart.

How many carts does an average supermarket have in Brazil?

An average supermarket in Brazil has between 200 and 500 carts, depending on store size. Larger chains may have over 1,000 units.

Why are supermarket aisles organized the way they are?

Aisle layouts follow a strategic plan to maximize customer dwell time. Essential items like milk and bread are placed at the back or in distant points, forcing shoppers to traverse the entire store and increase impulse purchases.