Abstract
When studying retailing and its role in developing the American mass market, historians traditionally have focused their attention on large department stores. An analysis of the influence of small department stores in the growth of underdeveloped sections of the American West provides a different emphasis. The following article traces the history of T. C. Power & Bro.—a small, family-run department store in Montana—before the early 1900s. The article demonstrates that the firm's service was tailored to the economic and social needs of urban and rural settlers on the western frontier, helping to create a consumer society in the West.
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