In this paper we consider practices of shopping in early modern (17th- and 18th-century) England, and various features of the spaces in which it occurred. We emphasise the density of retail shops in England; the reflexive relationships among 'consumers', shopkeepers, and consumption sites; and the inability of current theorisations based on the semiotics of advertising to address questions about consumers' understandings and identities in an age prior to widespread product advertising, department stores, and mass retail outlets. We contend that, then as now, peoples' interpretation of objects and identities involved practical, embodied knowledges rather than the sorts of explicit, intellectualised understandings central to most contemporary accounts of consumption. Such practical knowledges have been underresearched, and we point to some concepts in recent work which can assist in their theorising.
