The super market chain "Piggly Wiggly" was the first grocery store that gave customers baskets and let them wander around the aisles grabbing items off the shelves themselves.
https://en.wikipedia.org/wiki/Piggly_Wiggly
https://www.southernliving.com/culture/piggly-wiggly-history
>Before Clarence Saunders opened his shop, anyone who needed groceries would hand their shopping list over to a clerk who would pluck the groceries off the shelves and hand shoppers a bag full of their items. Piggly Wiggly turned that model on its head. Shoppers were invited into the store, handed a shopping basket, and left to wander the aisles of the grocery store, filling their cart with whatever products caught their eye. It’s hard to imagine now, but no one had ever thought of self-service grocery shopping before. According to TIME, who dug into Piggly Wiggly for the store’s centennial, Piggly Wiggly was the original grocery store, who not only introduced grocery carts, but also “price-marked items, employees in uniform, and the supermarket franchise model.”
Officially, the mysterious story behind the name is:
>According to the Piggly Wiggly website, the name's origin is truly a mystery. Saunders never fully explained where he got the idea that naming a supermarket after a squirmy porker was a good idea. Instead, he let stories circulate and, like a politician, neither confirmed nor denied them. One story claims that he came up with the name during a train ride where he looked out his window and saw several little pigs struggling to get under a fence. That made him think of the rhyme “piggly wiggly” and that apparently sounded like a good name for a grocery store. Another original story floating around is that when people asked Saunders why he gave his grocery store such a funny little name, he’s reported to have said, "So people will ask that very question." It seems to have worked, because here we are over 100 years later asking still asking the question. One thing for sure, though: It’s memorable.
But my mom, who grew up in the south, told me it was common knowledge that it was called "Piggly Wiggly" because the frantically shopping customers acted like pigs wiggling around all over the store in a mad feeding frenzy!
If that's the real reason, that they named their chain after how their customers behaved, then maybe Clarence Saunders and the Piggly Wiggly Office of Public Relations were so coy and mysterious because they didn't want people to know they thought of their customers as wiggly piggies.
https://www.youtube.com/watch?v=rmzP49KU75U