17/11/2025
The modern shopping cart was invented in 1937 by Sylvan Goldman, owner of the Humpty Dumpty supermarket chain in Oklahoma City. His idea came from observing shoppers struggling to carry multiple hand baskets, which limited how much they could buy. Goldman combined a folding chair with wheels and baskets to create the first “basket carriage,” an innovation that aimed to make shopping easier and increase sales.
Initially, shoppers were hesitant to use the carts. Men thought they looked weak or feminine, and women disliked the resemblance to baby strollers. To change public perception, Goldman cleverly hired attractive male and female models to demonstrate how simple and dignified the carts were to use. This marketing strategy helped normalize the idea of pushing a cart while shopping.
As customers became more comfortable with the concept, other stores began adopting Goldman’s design. Over time, the shopping cart became a standard fixture in supermarkets worldwide. Goldman patented his invention and profited enormously, his simple yet transformative idea reshaping retail shopping forever.