Rise of Consumerism

History of the Rise of American Consumerism

In America, the rise of consumerism occurred during the Gilded Age, lasting from the end of the Civil War to the turn of the 20th century. The Gilded Age was a period of immense wealth but also inequality. Leaders of industries, known as robber barons, were accumulating unprecedented wealth, while their workers struggled to make ends meet. But as industries expanded even further, a new class of professionals developed that would mark the rise of the middle class in America.

History of the Rise of American Consumerism: The Middle Class

The middle class had something the lower, working class did not have: a disposable income. Gone were the days of struggling to pay rent and purchasing the bare necessities. Middle-class families could afford to spend money on goods and services that they simply desired. And with industrialization came a host of cheaper, mass-produced goods for the middle class to consume, such as clothing and appliances.

With time, the middle class began to use the goods they could afford (e.g., dresses, furniture, fine China) as a status symbol. With the increase in trade and travel during the Gilded Age, the middle class could even buy products from around the world (which were of particular interest). This was a stark change from the days of local stores or making goods at home.

History of the Rise of American Consumerism: New Technology

During the Gilded Age, there was a host of new technology that helped push along industrialization, but there were also many innovations that became available to the average middle-class household, such as the telephone, the lightbulb, and the phonograph. Middle-class families could go to see the newest inventions at fairs and expositions, such as the infamous World's Columbian Exposition in Chicago in 1893.

Fig. 2 - phonograph

Effects of the Rise of Consumerism

The rise of consumerism led to the rise of consumer-oriented stores and processes in America.

Effects of the Rise of Consumerism: The Rise of the Department Store and Mail Order Catalogs

Before the Gilded Age, families bought local products from their local stores. With the rise of consumerism, department stores began to open up in urban areas where middle and upper-class families could shop for a wide variety of products. New construction techniques allowed these stores to be perfectly catered towards the consumer. For example, department stores had high ceilings and large windows for displaying their products.

Chain stores and mail-order catalogs catered to those in rural areas who did not wish to travel into the cities. They were geared towards the average person, rather than the wealthy elite, and had cheaper prices than the small, locally owned stores. Products varied from farm supplies to toothpaste and sewing machines to bicycles. For a mail-order catalog like Sears, all a shopper had to do was call to place an order, and their product would arrive at their doorstep.

Fig. 3 - a page of the Sears, Roebuck, & Co. catalog

Effects of the Rise of Consumerism: The Rise of Advertising

The rise of consumerism also saw the rise of brand names and competition. Advertising became a major factor in attracting consumers and preserving brand loyalty. Promotions became popular and the phrase “new and improved” was everywhere. Small paragraphs in columns transitioned to full-page advertisements in newspapers and magazines. It was during this time that the first advertising agencies developed.

Fig. 4 - advertisement for Chase's Liquid Glue circa 1880

Effects of the Rise of Consumerism: The Rise of Buying on Credit

But what if a middle-class wife didn’t have enough money to buy an important status symbol upfront? Well, the seller certainly didn't want to lose her business. Instead of turning her away, they would offer the option of buying on credit. While credit cards wouldn’t become the norm until the mid-20th century, the basic process was the same. A consumer could obtain a certain product with the promise of paying it off in the future.