In 1872, Aaron Montgomery Ward founded Montgomery Ward, pioneering the mail-order retail business model that catered to rural American customers. This innovative approach allowed consumers access to a wider range of goods, transforming shopping habits and contributing to the growth of consumer culture. Montgomery Ward's success set the stage for future retail giants and shaped the landscape of American commerce.

Montgomery Ward's launch of mail-order retail transformed rural life by making distant goods accessible, influencing literary themes of aspiration and modernity. Poets began to explore the complexities of isolation and consumer culture, reflecting on the changing dynamics of American society.