Shopping history never moves in one single direction or all at once. There have always been regional and chronological divergences from mainstream developments.

There are also retailing modes that fall by the wayside and then return at a later date in new guises or with new names. They often have every appearance of being newly invented.

• Self-service was the shopping revolution of the 20th century.
• Promoted as a modern, efficient way to shop, self-service entailed both a different type of store layout and new norms of customer and shop-worker behaviour.
• There was no need for counter service if customers were making their own selections.
• All available goods were put out on display, within reach.
• No need to ask someone to fetch them.
• The abolition of counter service meant that their various skills, including their people skills, were made redundant.