After the end of communism, foreign direct investment in Eastern Europe increased dramatically. In December 1990, the Austrian chain BILLA opened the first foreign-owned supermarket in Poland. I examine foreign-owned supermarkets as key spaces of encounter between West and East in which neoliberal ideas about urban space, everyday life, material consumption and retail were promulgated, contested and routinised. Examining coverage of the Warsaw BILLA shops in Gazeta Stołeczna, the local edition of the widely read and arguably most trusted daily newspaper in Poland, I draw from literature in consumer history as well as economic and urban geography alongside concepts from business and marketing to argue that local actors, and in particular the emerging independent press, helped naturalise neoliberal values about consumption and retail in early post-communism.
Amidst widespread shortages in the 1980s, consumers in late communist-era Eastern Europe strategically carried shopping bags with them everywhere in case an opportunity to pick up scarce goods arose. After 1989, the routine use of reusable string shopping bags declined in favor of single-use plastic bags provided in supermarkets. Over time, however, string bags were widely reconstituted as a popular nostalgic commodity. This paralleled, in reverse, the trajectory of plastic bags, especially those bearing Western branding, which had been desired but scarce commodities in the 1980s before postcommunist reforms rendered them ubiquitous. In this article, I argue that the shopping bag’s function as both an instrument of consumption and a potential commodity in and of itself helps us better historicize how late communist shortage, the rupture of 1989, and the ensuing period of change transformed the perception and memory of the role of material objects in late twentieth-century Eastern Europe. To ascertain how their embedded meaning and social function has been constantly repurposed, I analyze representations of shopping bags in print and media culture from the 1980s and 1990s as well as nostalgic sources created more recently, alongside anecdotes and recollections in academic and commercial texts.
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