Got your supermarket shopping list in hand?
Great. Now you’re ready to read through this article.
Simply walk through the supermarket’s automated door and we’ll meet down aisle 7. Shelves filled with lots of holiday favorites to pick up, so, well, let’s just see how much we can carry in our hands today! Yes, we’re holding it all in our hands.
Jars of soup. How many bottles can you hold? Boxes of nuts. Grab a few. Frozen packages. Make it three. Come on, just make your arms wider and try to carry it all. How about just taking whatever you can carry to the cashier today and then we’ll make five more shopping trips to carry a little at a time?
Wait a second. Isn’t there an easier way to shop? Why are you trying to hold everything in your hands? Of course. You forget to wheel in the most important part of carrying all your supermarket shopping!
One might say, you didn’t put the cart before the shopping!
Yes, the simple shopping cart. What a great idea! That four-wheel pushing invention that put the convenience in conveniently shopping. The shopping cart. It literally put the extra-super-giant-sized packages of paper towels at the heart of the big-box store profitability picture.
Shopping carts. You do take them for granted. You know they’ll always be there lined up like soldiers as you enter the store. Some are even big enough for you to carry a toddler in them alongside your groceries. Ever wonder who invented the shopping cart? Where it came from?
It was Sylvan Goldman’s singular sensation. Who? We’re talking Sylvan Goldman’s super invention of 1937. He’s the reason why we all shop till our carts can’t take it anymore. Sylvan Nathan Goldman was born in Ardmore Oklahoma in 1898. As a young teenager, he worked in retailing at his uncle’s store, then, following his enlistment during World War I, he came home to work his relative’s grocery stores. Eventually he noticed a problem. Women had trouble lugging groceries in their hands or carrying small shopping baskets. What was even worse from a business perspective, the women would stop shopping when their baskets became either too full, or too heavy! He utilized advertising to get shoppers to impulsively shop but he watched how they’d stop shopping too soon.
Hmmm. If only Sylvan could figure out how to get shoppers to buy more, spend more and spend more time in the family supermarket grocery store. One day he noticed a simple folding chair which gave him the idea and design to build the first shopping cart. He had them made but found that shoppers didn’t want to use them. So adman-merchandising guru Sylvan Goldman hired a few well-dressed men and women models to walk in front of his store pushing overloaded shopping carts. He also hired a woman to give out the shopping carts to people as they came into the grocery store.
Customers finally took note and the rest, as they say, is history. Sylvan Goldman’s shopping cart invention changed the way people shop, hopefully happily ever after. Because of his shopping cart and retail food business success, he was able to build an extensive business empire. Sylvan and his wife Margaret Katz Goldman also became national philanthropists. He was honored by such organizations as the Denver-based National Jewish Hospital, the National Conference of Christians and Jews, among others. He and his wife were also members and honorees of Temple B’nai Israel, the oldest active Jewish congregation in Oklahoma.
So where do you go from a supermarket shopping cart? How about out to the airport. You know all that luggage that people would lug? There’s no love of lugging luggage. So who do you think developed the first ever airport luggage cart? That’s right. The same Sylvan Goldman. He was quiet and anonymous and so it’s not officially called the Goldman Supermarket Shopping Cart or the Goldman Airport Luggage Cart. Until now that is.
Because now every time you go into a supermarket or out to the airport, those carts can always be simply and affectionally called ‘Carte Goldman!’