Why Did Consumerism Grow in the 1920s?

The 1920s in America witnessed an unprecedented surge in consumerism, fueled by a confluence of factors that fundamentally reshaped the nation's economic and social landscape. This essay will argue that the primary drivers of this phenomenon were the emergence of innovative new products, the rise of readily available credit and installment plans, and increasingly sophisticated and pervasive advertising techniques.

New Products

The dawn of the 1920s saw a wave of new, technologically advanced products that captured the imagination of American consumers. Household appliances, previously considered luxuries, rapidly became desirable necessities. Refrigerators revolutionized food storage, while vacuum cleaners and washing machines promised to liberate housewives from the drudgery of domestic chores. The mass production techniques pioneered by Henry Ford made these products more affordable, placing them within reach of the burgeoning middle class. For example, the number of refrigerators sold annually increased from 10,000 in 1920 to nearly one million by 1930. (Brinkley, 2010). This proliferation of innovative and affordable products fueled a desire for convenience and a belief that technology could improve daily life, driving the engine of consumerism.

Financing

The availability of credit and installment plans played a pivotal role in making consumer goods accessible to a wider segment of the population. Previously, large purchases required substantial upfront payments. However, the 1920s saw a relaxation of credit restrictions, allowing consumers to purchase items like automobiles and appliances on credit. A staggering "60 percent of all automobiles and 80 percent of all radios" were bought on installment plans by the end of the decade. (Smiley, 2004) This easy access to credit, while temporarily boosting the economy, also led to a significant increase in consumer debt, setting the stage for future economic instability.

Advertising

The 1920s witnessed a revolution in advertising strategies. Advertisers began to employ increasingly sophisticated psychological techniques to appeal to consumers' desires and aspirations. Tabloid newspapers, with their sensationalized headlines and emphasis on entertainment, provided a fertile ground for advertising consumer products. Companies like Coca-Cola revamped their advertising, moving away from simply highlighting product benefits to crafting aspirational images that associated their products with a desirable lifestyle. Bruce Barton's 1925 bestseller, "The Man Nobody Knows," audaciously portrayed Jesus Christ as the ultimate salesman, advocating for the use of persuasive techniques rooted in emotion and desire. These new advertising strategies effectively created a culture of consumerism, convincing Americans that happiness and fulfillment could be found through the acquisition of material possessions.

Conclusion

The consumerism that flourished in the 1920s was a product of a complex interplay of technological innovation, economic policies, and social shifts. The availability of new, desirable products, combined with easy access to credit and increasingly sophisticated advertising techniques, created a perfect storm that propelled American consumerism to unprecedented heights. However, this period of material prosperity was built on shaky foundations. The overreliance on credit and the emphasis on immediate gratification would ultimately contribute to the Great Depression that followed, highlighting the inherent risks of an economic system overly reliant on unchecked consumer spending.

**Sources:**

Brinkley, A. (2010). American History: A Survey (14th ed.). McGraw-Hill Education.
Smiley, G. (2004). Rethinking the Great Depression. Ivan R. Dee.