CONSUMERISM
The nation’s economy soared during the 1920s. Manufacturing, for example, rose by more than 60 % during the decade. With the economic boom came the new notion of “​
consumerism​
,” which maintained that customers should be able to buy items not just because of need, but for want, or just the sheer pleasure of buying and owning. Average income was rising, and many middle­class citizens purchased new “luxuries” such as electric refrigerators, washing machines, and vacuum cleaners. Persuasive advertising gained a major role in the economy during the 1920’s, as advertisers sought to convince people to buy their products. Setting the stage for today’s credit­card society, the generation of the 1920’s turned to ​
installment buying​
, or paying for an item over time in small payments. They bought on credit​
, which is, in effect, borrowing money. Consumers took quickly to installment buying to purchase the new products on the market. By the end of the 1920’s, 90% of durable goods (long lasting goods like cars and appliances) were bought on credit. ​
Pictured above: Radio, circa 1920 Pictured above: Refrigerator, circa 1920 Pictured above, from left to right: Hair dryer, toaster, washing machine, all circa 1920 *IN YOUR ​
“ROARING tWENTIES” ​
pACKET, ANSWER THE
FOLLOWING QUESTIONS:
1. What is consumerism? 2. What is installment buying? 3. Examine the photos of new 1920’s inventions. Which inventions have you used in the past week? What is the significance of that technology in your daily life? 4. Why might it be a good idea to use credit to buy durable goods? Why might it be a bad idea? 5. Overall, did you think Consumerism was a positive or negative aspect of the 1920’s? Why?