It seems that environmentally conscious Millennials are reviving home delivery of milk in glass bottles – because, well, they’re not plastic and you get to choose the type of milk you want. And this is part of a major structural shift in retail from browsing in shopping malls or the high street to having goods pop up at the front door instead.
Hmmmm….this does sound familiar!
The return to home delivery of basic foodstuffs has been accelerated by Coronavirus lockdowns. Milk, bread, meat, vegan dishes, fruit, wine, beer and every household item you can imagine is being brought round by an Amazon or Ocado driver. An army of home delivery personnel is set to expand massively. It’s all heralded as part of the digital revolution.
But we’ve been here before of course. Last time analogue. This time digital. Sure there’s more choice and you go online to browse a huge variety of products. But this is back to the future for Boomers. Home delivery was part of our childhoods. The milk “float” gliding down the road. The burly baker at the front door on 24 December every year asking for his Christmas tip. The newspaper chucked at your porch every morning by a surly youth.
We are back to the delivery man/woman being an essential part of urban life. As with life forty years ago, there will be companies that operate wholly through home delivery or it’ll be a distribution mechanism for high street retailers – big and middle-sized. The big chain supermarkets down to the hipster-run artisanal butcher will be sending you boxes of goodies without you having to walk down a soulless aisle or queue at a checkout.
Back in the much maligned 70s, it wasn’t just your milk that was dropped on the doorstep. The baker came to our door with a regular drop off that went straight into a large, tin, bakery box. Note – no plastic! I remember we used to get a kind of Stollen every week with a stick of marzipan through the middle of the bread. Sheer heaven!
And then the knife grinder would appear on our street every so often. Housewives (it was mainly women at home back then) would leap out of the front doors clutching blunt cutlery to be sharpened up. He sat there in a parking bay with an ancient piece of machinery – a big foot-operated grinding wheel where he got to work.
Then the rag and bone man of course, ringing a bell and asking you to bring out your crap. Not your dead I hasten to add – that was another century! But what a great example of recycling. And in pre-modern times, there was a small army of people from mud larks to rag and bone men who took rubbish and gave it a new lease of life. I see a campaign for Greta Thunberg…
Plus financial services and cosmetics were sold at the door. What was termed “industrial” life assurance – small, affordable life policies – were flogged by salespeople who turned up at your home. And for cosmetics, it was the legendary “Avon lady” who rang the doorbell.
It will have been a new experience for young people to have a procession of strangers coming up the front drive and appearing at your porch. But for Boomers, there will have been a curious, wistful sense of deja-vu. And I don’t see this trend going into reverse.
FYI – the proverbial milkman was such a feature of life forty, fifty years ago that the 70s comedian Benny Hill even had a chart topping hit about a milkman called Ernie and his amorous adventures!