The Story of Piggly Wiggly — The Grocery Store That Changed Everything
It’s hard to say the name Piggly Wiggly without smiling. It rhymes, it’s a little silly, but it’s certainly memorable. What’s even harder to believe is that a store with such a whimsical name led a revolution in the grocery world. Yet in 1916, that’s exactly what happened.
In the early 20th century, grocery shopping was a completely different experience. Customers would make a list, take it to the store, and hand it to the clerk—or wait in line until they could do so. Then they would stand by as the clerk gathered each item and quoted a price, which often varied from day to day. Items weren’t labeled, so prices fluctuated, and there was no browsing or personal selection involved. You simply took what you were given.
That was the way things worked until Clarence Saunders changed everything. His ideas of consistency, efficiency, and customer independence redefined the American grocery store.
Saunders grew up working on a plantation alongside his father. As he got older, he held a variety of jobs—working in a sawmill, a general store, and even serving as a night watchman. With only two years of formal education, he realized that his limited schooling wouldn’t help him advance. So, he began to read and educate himself. Eventually, he found work in wholesale grocery, got married, and moved to Memphis, Tennessee.
The Birth of Piggly Wiggly
In September 1916, Saunders used his savings to open the first Piggly Wiggly grocery store. He created a buzz long before opening day, knowing exactly how to get people talking. Weeks before the store launched, mysterious billboards began appearing around Memphis. The first simply read “Piggly Wiggly.” Later, another appeared: “Mrs. Brown asked Mr. Brown to stop by the Piggly Wiggly on the way home.”
People were puzzled. What on earth was a “Piggly Wiggly”?
As it turns out, the unusual name was designed to capture attention. Saunders claimed the name was “plucked from originality.” According to legend, he was inspired after seeing pigs wiggling under a fence from a train window. Whatever the true story, the name got people talking—and for a new business, that’s exactly what you want.
The Grand Opening That Changed Shopping Forever
The grand opening was a spectacle. Saunders announced that he would host a beauty contest, with judges welcoming each woman with gold coins, flowers, and balloons for their children. A brass band serenaded the crowd.
But beyond the festivities, customers were walking into the future of grocery shopping. Inside, they found an astonishing 1,000 items—and, for the first time, no clerks to fetch them.
Instead, shoppers could wander freely through the aisles, carrying wooden baskets and selecting items on their own. Saunders’ bold experiment—his risky decision to let customers shop independently—paid off. Within his first year, he opened nine stores. Within seven years, there were 1,268 Piggly Wiggly locations.
Innovations That Redefined Grocery Stores
Saunders introduced many “firsts” that still shape our grocery stores today. Piggly Wiggly was the first store to use shopping baskets, which later evolved into shopping carts in 1937—two baskets stacked on a wheeled frame.
He was also the first to display clearly labeled prices, ensuring fairness and consistency. Piggly Wiggly pioneered the use of checkout stands and machine-printed receipts, bringing structure to the transaction process.
Employees wore uniforms to promote cleanliness, and refrigerated cases kept produce fresh longer. Saunders’ model focused on high volume and low profit margins, a strategy that gave rise to the franchised, independent grocers we know today.
The Rise of Branding and Customer Psychology
As customers embraced self-service shopping, grocery stores began to refine how they advertised and enticed buyers. This was the birth of modern branding. Stores promoted their products, designed eye-catching displays, and persuaded customers to shop more—and spend more.
If you’ve ever been tempted by candy or gum near the checkout, you can thank Saunders. He was the first to place impulse buys near the register, turning waiting time into sales time.
Triumph, Loss, and Legacy
Piggly Wiggly went public in 1922. But as quickly as Saunders had risen, he fell. While his business innovations were a success, his financial risks were not. He gambled heavily on the stock market and lost, leaving him with enormous debt. Ultimately, he was forced to resign as president and turn over his assets—including his stock and even his pink palace mansion—to creditors.
Despite his personal downfall, Piggly Wiggly continued to thrive.
Today, the company’s headquarters is located in Keene, New Hampshire, and more than 600 independently owned Piggly Wiggly stores serve communities across 17 U.S. states. The chain is especially popular in the South and Midwest, known for its regionally sourced products and community-based service.
The Legacy of Piggly Wiggly
If you’re lucky enough to live near a Piggly Wiggly, you know they’re charmingly quaint and nostalgic. But behind the playful name lies one of the most important innovations in American retail history.
Piggly Wiggly didn’t just sell groceries—it introduced the world to self-service shopping, price transparency, and the modern supermarket experience that millions of people now take for granted.
