Sylvan Goldman was an idea man. One of his more persistent ideas led to his choice of careers. Actually, it was more than an idea — a concept, an eternal truth perhaps. “The wonderful thing about food is that everyone uses it — and uses it only once.”
Born in the Oklahoma Territory, he and his brother went into wholesale produce only to be wiped out by plunging oil prices. After studying all the latest methods for retailing groceries, they bounced back with a chain of self-service stores featuring woven baskets for carrying groceries. The stores were a big success, and they were bought out by the Safeway chain. Once again hard luck hit; their Safeway stock tanked during the Depression. And once again they bounced back; by the mid-30s they were half owners of the Piggly Wiggly chain.
Goldman continued to dream about customers moving more and more groceries. And one night in 1936 he had a eureka moment — inspired by a wooden folding chair. Put wheels on the legs and a big basket on the seat and you have a shopping cart.
Goldman and a mechanic friend began tinkering. They devised a metal cart with not one but two wire baskets. For efficient storage, the carts could be folded and the baskets nested. Goldman called his invention a folding basket carrier, receiving a patent on April 9, 1940.
When the carriers were introduced to the public, Goldman encountered one tiny problem. Customers didn’t want to use them. Men thought they would look like sissies pushing a cart. Women felt like they were pushing a baby carriage. And older shoppers thought it made them look helpless. Goldman was always ready with another idea. He hired attractive models, both men and women, to push the carts around, as well as charming greeters urging customers to take one for a spin.
By the 1940s, the carts had become so much a part of the American shopping experience that the Saturday Evening Post devoted its cover to them. And they got bigger and bigger until they got tiny as little icons on websites everywhere.
Goldman’s Folding Carrier Basket Company is still in business today. Goldman isn’t. He died in 1984.