3.12 Culture of Consumption

Indeed, the America of Frederick’s birth looked very different from the one she confronted in 1929. The consumer change she studied had resulted from the industrial expansion of the late nineteenth and early twentieth centuries. With the discovery of new energy sources and manufacturing technologies, industrial output flooded the market with a range of consumer products such as ready-to-wear clothing, convenience foods, and home appliances. By the end of the nineteenth century, output had risen so dramatically that many contemporaries feared supply had outpaced demand and that the nation would soon face the devastating financial consequences of overproduction. American businessmen attempted to avoid this catastrophe by developing new merchandising and marketing strategies that transformed distribution and stimulated a new culture of consumer desire.²

The department store stood at the center of this early consumer revolution. By the 1880s, several large dry-goods houses blossomed into modern retail department stores. These emporiums concentrated a broad array of goods under a single roof, allowing customers to purchase shirtwaists and gloves alongside toy trains and washbasins. To attract customers, department stores relied on more than variety. They also employed innovations in service (such as access to restaurants, writing rooms, and babysitting) and spectacle (such as elaborately decorated store windows, fashion shows, and interior merchandise displays). Marshall Field & Co. was among the most successful of these ventures. Located on State Street in Chicago, the company pioneered many of these strategies, including establishing a tearoom that provided refreshment to the well-heeled female shoppers who composed the store’s clientele. Reflecting on the success of Field’s marketing techniques, Thomas W. Goodspeed, an early trustee of the University of Chicago, wrote, “Perhaps the most notable of Mr. Field’s innovations was that he made a store in which it was a joy to buy.”³

The joy of buying infected a growing number of Americans in the early twentieth century as the rise of mail-order catalogs, mass-circulation magazines, and national branding further stoked consumer desire. The automobile industry also fostered the new culture of consumption by promoting the use of credit. By 1927, more than 60 percent of American automobiles were sold on credit, and installment purchasing was made available for nearly every other large consumer purchase. Spurred by access to easy credit, consumer expenditures for household appliances, for example, grew by more than 120 percent between 1919 and 1929. Henry Ford’s assembly line, which advanced production strategies practiced within countless industries, brought automobiles within the reach of middle-income Americans and further drove the spirit of consumerism. By 1925, Ford’s factories were turning out a Model-T every ten seconds. The number of registered cars ballooned from just over nine million in 1920 to nearly twenty-seven million by the decade’s end. Americans owned more cars than Great Britain, Germany, France, and Italy combined. In the late 1920s, 80 percent of the world’s cars drove on American roads.

Notes

1. Christine Frederick, Selling Mrs. Consumer, (New York: Business Bourse, 1929), 29.
2. T. J. Jackson Lears, “From Salvation to Self-Realization: Advertising and the Therapeutic Roots of the Consumer Culture, 1880–1930,” in The Culture of Consumption: Critical Essays in American History, 1880–1980, ed. Richard Wightman Fox and T. J. Jackson Lears (New York: Pantheon Books, 1983), 1–38.
3. Thomas W. Goodspeed, “Marshall Field,” University of Chicago Magazine, Vol. III (Chicago: University of Chicago Press, 1922), 48.