The legendary city of Ancient Rome was renowned for its bustling marketplace, bustling streets, magnificent monuments and stands where traders could show off their wares and peddle their goods. As most people know, the stands were so important to the city’s commerce and social life, but how did the Romans actually go about setting up and positioning these important structures? Here we will look deeper into where people tended to put their stands in Ancient Rome.
One of the main places to install your stand in Ancient Rome was the Forum. This open area served as the city’s center, the central meeting place for politics, business, and debate. Merchants often responded to demands for their products in the Forum, setting up their stalls wherever the demand was high, and even engaging in bartering and auctions to sell their goods. Additionally, the Forum often featured weekly or monthly markets for tradesmen to set up their stands and hawk their wares. The Forum also enabled buyers and sellers to access each other easily and efficiently, benefiting both parties.
A close second was the Basilica, which served as the primary commercial hub of the city. Private individuals and merchants would often take advantage of the various entrances to the Basilica and set up their stands in the courtyard, which was essentially the financial heart of Ancient Rome. People especially marketed luxury commodities here because of the higher percentage of wealthy patrons who shopped here. The Basilica also served as a venue for fanfare and celebrations, where stands were set up to accommodate the revelers.
The Forum Boarium, or cattle market, was another integral part of Ancient Rome, where livestock and other animals were traded. This particular open market was one of the firsts in the city, and merchants often set up their stands and stalls here. According to a 3rd century BC historian, “the Forum Boarium was the chief Roman marketplace for mainly agricultural commodities and the creatures that might be expected to live thereon, such as livestock, fur, wax and honey.” The main area of this market was the “Isis templum”, which was a shrine dedicated to the Egyptian goddess, Isis.
The streets of Rome were also where many traders set up their stands, often offering fresh and dried fruit and vegetables, ready-made food, pottery and other items. The lanes of the city and its many alleyways were undoubtely the most vibrant and profitable centers for merchants to set up their stands. The area around the Colosseum was an especially popular spot for merchants to operate due to the large number of people who frequented the area.
Sites Outside the City Limits
Although stands in Rome itself were the main focus, it was certainly not the only option for places to set up shop. There were very profitable sites outside the city, close to the famous Appian Way. This area was a great draw because of the sheer volume of people traveling in and out, and merchants set up their stands to entice people as they were passing by. Stands were also often set up around the smaller cities and towns close to Rome, such as Pompeii and Herculaneum, where traders could capitalize on the amount of visitors to these cities.
Another great place to set up a stand in Ancient Rome were the Catacombs. The Catacombs were an underground burial place and were connected to each other by tunnels. This opened up an opportunity for merchants who were looking to discredit the monopoly of the Forum and the Basilica, taking advantage of the large number of people who frequented the Catacombs for pilgrimages. Merchants would often sell food and luxury goods in these places as well, taking advantage of the people’s deep religious convictions.
The stands in Ancient Rome were an essential part of the city’s commerce and everyday life, with dozens of them dotting the city streets and piazzas. As previously mentioned, the Forum, Basilica, Forum Boarium and the streets of Rome were the main stands in the city proper, whilst places such as the Appian Way, the towns of Pompeii and Herculaneum, and the Catacombs were key sites outside the city.
The Contents of the Stands
The stands in Ancient Rome sold all kinds of wares, from everyday necessities to specialized luxury items. Basic staples such as fish, fruits and vegetables, eggs, honey and herbs could all be found in the stands, whilst luxury items such as jewelry, clothes, pottery and objects of art were also frequently sold.
The stands also provided a platform for merchants to showcase their skills. Metalworkers, and sculptors often operated stands which exhibited their latest creations, which also served to encourage people to purchase these items and encourage the artist to keep creating. Comprised mostly of artisans, tradesmen and merchants, the stands in Ancient Rome were an integral part of the city’s daily life and commerce.
The Benefits of the Stands
The advantages of having stands in Ancient Rome were immense. With their sheer numbers, traders were able to easily access customers, offering information and advice on their products and services. Furthermore, the stands gave merchants the chance to engage with their customers and build connections, as opposed to selling their products in a marketplace or bazaar which didn’t offer the same level of interpersonal contact.
The stands also allowed traders to enjoy more autonomy and freedom, with little to no official regulations. This enabled them to be more flexible in terms of the way their stands were set up, making their work more efficient and productive.
Equally, the stands provided merchants with an opportunity to fix the prices of their wares and make a fair profit. By selling their products directly from the stands, the traders could avoid being taken advantage of in other channels, such as mercenary traders.
“The Streets were Full of Life”
Above all else, the stands in Ancient Rome gave the city an energy and excitement. People filled the streets, in search of the latest wares and new social contacts, which made it a great place to meet and mingle. All in all, the stands of Ancient Rome were at the core of the city’s glory and were a beautiful example of how urban commerce and culture worked in ancient times.
The Different Types of Stands
The stands in Ancient Rome ranged from pop-up stalls to permanent market stalls, each with its own distinct characteristics. Some of the stands which were more permanent features were known as “Graecostati”, as these were owned by Greeks who called them homostati, meaning “equally standing”. Such stalls were usually owned by prominent merchants and generally had a covered roof, whilst the smaller stands tended to be constructed around the Forum and Basilica. These were usually called a “sagari” and were renowned for their distinctive decorations and wall hangings, which was an advertisement of sorts.
Stalls were also placed behind the shops which lined the principal streets of Rome. These stalls were often used for the sale of daily commodities, such as food and clothing, with these stalls known as “ostioli”. Similarly, for the sale of luxury items, these stalls were owner-operated and tended to be slightly bigger than the previous stalls.
In addition to these, there were also temporary stalls which were more akin to pop-up shops. These tended to be located in the Forum and often sold items such as lamps and statuettes. Additionally, stands were often used to sell food and drinks that visitors to various events could purchase, such as at gladiator fights in the Colosseum.
The Impact of the Stands
The stands of Ancient Rome had a profound effect on the city’s prosperity and culture, with many of these establishments still in business today. Not only did they offer an efficient and easy way for merchants to do business, but they also provided a platform for the traders to advertise their products and services. Moreover, these stands gave the dark and dank alleys of the city a joyful atmosphere, with people having the opportunity to find the latest items, meet up with friends and colleagues and be entertained by the street performers, who often set up their stands in the streets themselves.
In a sense, the stands of Ancient Rome provided a unique social experience, one which was and still is quite unique. They offered a window into the city’s bustling and bustling culture and showcased the vitality of urban life in Ancient Rome.
The Regulations of the Stands
Along with the cultural and economic impact of the stands, the Romans also had laws and regulations in place to control their operations. These regulations, known as “statuta maleficorum” were put in place to protect the public from frauds and malefactors, providing rules and regulations which were to be followed by the traders. These statutes set out the rules regarding safety, hygiene and the sale of certain goods, which were key in stopping any untoward behavior.
Additionally, the regulations established fines and penalties for traders who violated them, thus enforcing greater compliance. Needless to say, these regulations were vital in ensuring a safe, healthy and successful marketplace in Ancient Rome.
The Passing of an Era
Today, many of the stands of Ancient Rome are still in business, albeit in different form. The area around the Colosseum is still a meeting place for merchants to sell their wares, with the original booths and stalls still in existence. Indeed, the stands in Ancient Rome have had a lasting impact on the city, with many of the original features still in place today.
However, with the arrival of the modern age, it is undeniable that the stands of Ancient Rome are slowly fading away. With the shift in technology, the modern-day stallholders must turn to e-commerce platforms and mobile apps to truly thrive, leaving the stands of Ancient Rome a mere shell of what they used to be.
To conclude, the stands of Ancient Rome were a key part of the city’s economic and cultural life. They offered an important platform for merchants to engage with their customers, afforded autonomy and freedom to traders, and provided a meeting place for people to interact and build relationships. Although the stands of Ancient Rome are on the wane, their legacy still remains, with their impact still being felt today.
