She introduces us to the experience of the Renaissance marketplace, from geography to architecture, and examines the consumers themselves, including the intricate customs and codes of conduct connected with buying and selling.
There’s enough evidence in primary sources such as the diaries, inventories and accounts of the elite as well as ordinary people, including detailed wills and testaments, to support the notion that the acquisition of material goods – from artwork and antiquities, to fabrics, furnishings and jewelry – was a highly desirable activity.Įvelyn Welch, a leading scholar of the Renaissance, writes about consumer culture in 1400 to 1600 Italy in her fascinating book, Shopping in the Renaissance. It was during this period that the production and consumption of material goods skyrocketed.
In this season of holiday gift-giving and round-the-clock shopping, you might wonder about the origins of the madness: How did we become such ardent consumers? When did shopping become a social/leisure activity? Look no further than 15 th and 16 th century Renaissance Italy for answers.
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