The Roaring Twenties: A Consumer Revolution

Consumer culture, also known as consumerism, refers to the social and economic emphasis on the acquisition of goods and services. It’s a system where happiness and success are linked to consumption, with a constant drive to buy the latest products.

The 1920s, also known as the Roaring Twenties, witnessed a dramatic rise in consumerism in the United States. This period built upon trends that began before World War I. The war itself spurred mass production techniques, creating a surplus of goods that needed to be sold to a wider audience. This shift was fueled by two key developments:

1. The Rise of Advertising and Mass Media: Before WWI, advertising relied on print media and lacked the mass reach to truly shape consumer habits. However, the rise of national magazines and the birth of radio broadcasting in the 1920s created a powerful platform for advertisers. These new mediums used catchy slogans, celebrity endorsements, and emotional appeals to create a desire for products, not just inform potential buyers (Locke and Wright).

Quote: “Advertising became a form of entertainment, often using humor, music, and drama to capture the attention of listeners” (Locke and Wright 432).

1. The Expansion of Credit and Installment Plans: Prior to the 1920s, most purchases were made with cash. However, the introduction of installment plans allowed people to buy expensive goods like cars, refrigerators, and furniture on credit, paying them off in installments over time. This fueled a “buy now, pay later” mentality, making consumer goods more accessible to the middle class and significantly boosting sales.

These developments, combined with a booming post-war economy and rising wages, led to a surge in consumer spending. People bought new clothes following wartime restrictions, embraced new technologies like radios and phonographs, and invested in automobiles, a symbol of freedom and modernity. This new consumer culture not only impacted the economy but also reshaped social norms. Leisure time increased, shopping became a popular pastime, and advertising began to shape not just buying habits but also ideas of beauty, success, and happiness.

The 1920s consumer revolution had a lasting impact on American society. It established advertising and mass media as powerful forces shaping consumer behavior, and the concept of buying on credit became a cornerstone of the modern economy. While the decade’s prosperity ultimately ended with the Great Depression, the seeds of a consumer-driven society were firmly planted in the Roaring Twenties.