Consumerism

What was consumerism?

Consumerism is the idea that people should buy more. America became a consumer society where people were encouraged to shop. Companies came up with wider varieties of goods and new ideas to persuade people to buy them.

Why did America become a consumer society in the 1920s?

By the 1920s, America had become a 'consumer society'. There were a number of reasons for this.

• ❖ Consumer goods were invented and mass produced. These were goods that people wanted rather than needed.
• ❖ The growth in advertising encouraged people to buy more. They told people to 'keep up with the Joneses', and shop in order to increase their social standing.
• ❖ Businesses encouraged consumerism by producing more varieties, more disposable items and newer, better consumer goods.
• ❖ New sales methods and businesses were developed.

How did consumerism change the sales industry?

The new consumerist society both caused and was impacted by the development of new sales methods and businesses.

• ❖ The number of mail-order companies, such as Sears, Roebuck and Company, grew. This meant even those living in remote areas could buy goods from catalogues.
• ❖ Travelling salesmen could use roads to cover a wider area and increase their sales.
• ❖ Chain stores, which belonged to the same company and sold the same goods, began to spread across America.
• ❖ Hire purchase and credit made goods more affordable.
• ❖ The growth in advertising led to an increase in demand.

How did consumerism boost the economy?

Consumerism contributed to the economic boom.

• ❖ The culture of consumerism meant that people wanted to buy more and better goods, so it increased demand and sales.
• ❖ There was more confidence in the economy. People were more likely to spend money, rather than saving it.