For decades supermarkets just got bigger and bigger.
Selling bread and beans was all very well, but the real growth was to be found in tempting shoppers with other products.
Swimsuits, barbecue kit, microwaves, Halloween costumes - the merchandise became more and more exotic.
Going to the supermarket became an endurance event as trolleys became bigger, to hold flat screen televisions and computer printers.
It was not uncommon to see shoppers trying to wrestle two trolleys through the checkout.
It all seems slightly comical now, unless of course you are a supermarket boss.