As a child in Chicago, Emily Remus was enchanted by the sights and sounds of its downtown. Here she tells how those early experiences influenced her in writing A Shoppers’ Paradise, a book about how women in turn-of-the-century Chicago used their consumer power to challenge male domination of public spaces and stake their own claim to downtown.
“Downtown,” Petula Clark’s 1964 hit single about the vibrancy of the city center, entranced me long before I began studying urban life. In the early 1990s, nearly three decades after the song’s release, I replayed it endlessly on a plastic phonograph in my bedroom in suburban Chicago. Clark’s crooning insistence that “everything’s waiting for you” downtown seemed patently true to me as a young girl. Downtown—in my case, Chicago’s Loop—was the site of my greatest adventures, a font of novelty and excitement. The lights were “much brighter there,” I thought. You could “forget all your troubles, forget all your cares.”
The commercial landscape of the downtown was especially captivating to my youthful imagination. On every trip with my parents and sisters, I would marvel at the grand hotels, elegant theaters, and lively restaurants. Even more enticing were the glittering store fronts of State Street, especially during the holidays. The mix of color, light, and glass seemed to transform the retail district into a bustling winter wonderland. Nowhere was this effect more pronounced than at Marshall Field & Co., Chicago’s most beloved department store (later acquired by Macy’s). After surveying Field’s elaborate annual window displays, we would, like countless other families, retreat to the store’s seventh floor to sip hot cocoa beneath the twinkling glow of the Walnut Room’s famous Christmas tree.
Even as a child, I wondered how and by whom the downtown had been created. I could not then have appreciated that the Loop was a product of innumerable policy decisions, commercial choices, cultural priorities, social inequalities, and political exigencies. Nor could I have grasped that its contours had been shaped not only by government officials, business leaders, and reformers but by historical actors not very different from my mother, sisters, and me—by women shoppers.
This history began, slowly, to come into focus when I entered graduate school at the University of Chicago to study gender and capitalism. Inspired by historians such as Lizabeth Cohen and William Cronon, whose landmark works illuminated the imprint of industrial capitalism on Chicago’s material and cultural landscape, I began to investigate how the expansion of consumer capitalism influenced the urban environment. I probed the early growth of the State Street retail district, tracing the rise of new commercial spaces that catered primarily to female customers—department stores, theaters, grand hotels, restaurants, and soda fountains. These businesses, which proliferated in the 1880s and 1890s, drew an unprecedented number of moneyed white women into the downtown.
As I dug into my research, I expected to find a seamless incorporation, even a warm embrace, of these women into the commercial life of the Loop. After all, their consuming practices helped to fuel Chicago’s remarkable economic development in the late nineteenth century. To my astonishment, I instead uncovered heated conflict and resistance. Far from welcoming female consumers, many Chicago industrialists, city officials, religious leaders, and ordinary citizens challenged the growing presence and pursuits of moneyed women in the city center. Their conspicuously feminine clothing, street etiquette, dining and drinking preferences, entertainment choices, and very manner of walking distinguished them from traditional male occupants of the Loop and provoked intense opposition. The battles ranged from efforts to deny women shoppers access to downtown sidewalks during evening rush hour to the enactment of new laws banning voluminous hoopskirts and large hats to crusades against alcohol consumption in ladies’ cafés and tearooms.
A Shoppers’ Paradise probes these tensions and their consequences. As the book reveals, incorporating women into a downtown dominated by men—and creating an atmosphere favorable to female consumption—was not easy or automatic. In negotiating the terms of women’s public presence, Chicagoans clashed over the appropriate use of downtown space, the rights of women, and the moral legitimacy of new forms of consumption. This conflict, I argue, shaped the creation of a built environment and cultural norms that upheld moneyed white women’s new consuming habits and sustained the growth of American consumer capitalism. Indeed, it produced the class-bounded, racially-homogenous consumer playground that my sisters and I would unthinkingly enjoy a century later.
I can no longer visit State Street without reflecting on its fraught history, on the opportunities and disparities produced by its development. I am also keenly aware that its landscape is still evolving. Many of the spaces I visited as a girl have since shuttered. State Street, like countless other urban retail districts across the country, has been struggling for decades to attract customers and retain businesses. These problems have only intensified as more and more commerce shifts to the digital realm. A century ago, Chicago civic and business leaders debated how—and whether—to accommodate the growing stream of downtown shoppers. Now, the concern is that this stream may someday dry up. Each moment conjures the same important question—what is a downtown for?
I pose this question not only in A Shoppers’ Paradise but on annual field trips to Chicago for my course on the history of consumer culture at the University of Notre Dame. After touring the Marshall Field building, I prompt my students to wander up and down State Street surveying the architecture and infrastructure. Our goal is to encounter the urban environment as a primary source, a clue to the past. The landscape opens up for my students new vistas for understanding power, inequality, and capitalist transformation. Standing with thirty undergraduates on a crowded street corner discussing the purpose, meaning, and uncertain future of America’s downtowns, I am reminded of the sheer dynamism of these spaces and, at least for a moment, can still find some truth in Petula Clark’s claim that there is “no finer place for sure.”