Download Consumerism and Mercantilism During the 1920*s

CONSUMERISM AND
MERCANTILISM DURING THE
1920’S
The Road to fortune, and easy living
Table of Contents
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Journal Entry
 Have you ever felt that the allowance or work
check you receive isn’t very high?.
 Before the 20’s, that was the same for
working Americans. Certain acts taken made
it so paychecks were considerably higher.
Take a minute to think what might have
caused this based on your previous
knowledge of the 20’s
America’s Direction
 After the events of World War I, people have
have gained a new sense of prosperity.
 An increase in happiness was about as people
had more money, goods, and were glad that the
war was over.
 America will enter an age of consumerism, and
will leave people richer, and better off for the
decade to come.
People’s Wallets
 The 20s was a short era that people had more
money to spend than ever.
 Families of virtually low income were able to
get a place to live and have nice household
appliances
New Direction
 This rise in overall American happiness did
not happen out of nowhere.
 Certain administration and rise in business
allowed for better paying jobs.
 An increase in jobs and stores made for
competitive shopping.
 Let us look into some of the attributing
events that made for this time in prosperity.
Intro to the 1920’s
Here is a excellent brief video outlining some of
the important aspects and highlights of the
1920’s. This will help you gather an
understanding of the era going into this unit
The Thrifty President
 Calvin Coolidge became President in 1924
after Harding.
 His biggest concern was economy in
government. His ideology was that
government could be ran as a business
The Thrifty President
 His biggest priorities were paying off debt,
cutting taxes, and getting rid of waste.
 People knew Coolidge as arguably being the
most frugal president.
Coolidge Speech
 Here is a speech given by Calvin Coolidge
about consumerism, and economics.
His Eventual Successes
The prosperity of the Coolidge era will bring the
following to America:
- Working people at different income levels will
live in a better standard of living
- Half of population are going to own a
car/radio/ and consumer goods
- A renewed emphasis on the notion of “Thrift”
Merchandising
 The Policies of the Coolidge administrations
supported business and spurred tremendous
commercial growth
 The typical house holder became more
informed as events such as the Better Homes
Movement celebrated home ownership
Merchandizing Continued
 Chain Stores started to see their appearance
during this period.
 Different and new advertising spectacles
were implemented to attract customers, such
as the Macy’s Thanksgiving Parade.
Home Economics
 Home economics became a broad
component of 1920s consumer education for
two reasons:
 First, that home owners could be better
consumers.
 Second, home economics concerned itself with
two impulses of the Coolidge era: consumption
and thrift.
Home Economics
 Home economists taught that home
economics could fix excess and frivolous
spending.
 Household budgeting thus became a central
concern of the field
Better Homes Movement

The Better Homes Movement was a nationwide campaign initiated in 1922
in the Butterick Publishing Company's household magazine, The Delineator.

The campaign celebrated home ownership, home maintenance and
improvement, as a way to endorse smart home ownership and appliance
consumerism.

This sparked a movement for others to build, remodel, and improve their
homes.
African Americans and
Consumerism
 African Americans started forming close knit
communities due to the high level of racism
 Groups like the National Negro League, The
National Negro Industrial Commission, and
the National Urban League offered African
Americans chances to own business and
become part of the middle class society.
Business Organization of the
Government
 President Coolidge believed that the federal
government could best be managed like a
business. That is required the same needs and
demands of the economy.
Business Organization of the
Government
 The Business Organization of the
Government was a series of convocations
intended to enhance and celebrate the
efficient operation of the federal budget
system created under President Harding by
the Budget Act of 1921
Macy’s Thanksgiving Day
Parade
 Certain public events helped make some
types of stores boom in business. The Macy’s
Thanksgiving Parade did just that
 The parade helped showcase highlighted the
growth of the children’s toy industry. As a
result toy stores appeared everywhere.
“Made in the USA” Campaign
 This 1920’s was also a time for centralized
patriotism because of the first World War and
because of that it had spread to
consumerism.
 The “Made in the USA” campaign was a
movement that urged consumers to buy
American-made goods.
 The problem with this was that it more or less
helped large companies and ignored small
businesses.
Truth in Advertising
 Since big companies and chain stores,
advertisement had its place, but it was not
well received.
 The Truth in Advertising movement was an
attempt at the industry ability at self
regulation.
Truth in Advertising
 People were not believing the claims
advertisers made for their products.
 This movement made it so all kinds of
business made an attempt at presenting
themselves as professionals.
Chain Stores
 During the 1920’s the rise of the “chain store”
was a big deal. Places like Sears, Macy’s, and
Woolworth made their big debut.
 This was important because different stores
were constructed to cater to different
people’s needs.
 This created job, and competitive pricing that
worked for consumers.
Summary
 The 1920s was an optimal time for people to
spend money, because businesses were on
the rise.
 People had money because of better paying
jobs.
 Calvin Coolidge made a solid effort to make
Americans better consumers, and better off
living wise.
Review
Here are a few questions to help practice for the quiz.
1. Who was the president during a big part of the
20’s… (Calvin Coolidge).
2. True/False, Advertising was well received by the
majority of Americans during the 1920’s…(False)
3. People generally had more of what during the
1920’s?...Money, Consumer Goods, and Cars.
4. What type of business venture was becoming
popular and seen everywhere?...(Chain Stores)
5. What stance did President Coolidge take kindly to,
during the 1920’s…(Frugality).
Quiz Time!
This is a quiz to test your understanding, and
knowledge of the material presented. If you
answer correctly, you will be able to go on to
the next question. If you answer incorrectly,
you will have to go back and answer the
question correctly.
Question 1
What type of business venture was becoming
popular and seen everywhere?
1. Night Clubs
2. Railroads
3. Chain Stores
4. Cows farms
Correct!
 You may move on to the next question! :D
Incorrect!
I am sorry, you are incorrect. Please go back and
attempt the question again.
Question 2
True/False, Advertising was well received by the
majority of Americans during the 1920’s
1. True
2. False
Correct!
 You may move on to the next question! :D
Incorrect!
I am sorry, you are incorrect. Please go back and
attempt the question again.
Question 3
What stance did President Coolidge take kindly
to, during the 1920’s
1. Conservation
2. Big spending
3. Frugality
4. Charity
Correct!
 You may move on to the next question! :D
Incorrect!
I am sorry, you are incorrect. Please go back and
attempt the question again.
Question 4
People generally had more of what during the
1920’s
1. Cars
2. Consumer Goods
3. Money
4. All of the above
Correct!
 You may move on to the next question! :D
Incorrect!
I am sorry, you are incorrect. Please go back and
attempt the question again.
Question 5
Who was the president during the majority of
the 20’s
1. Warren G. Harding
2. Herbert Hoover
3. Teddy Roosevelt
4. Calvin Coolidge
Correct!
 You may move on to the next question! :D
Incorrect!
I am sorry, you are incorrect. Please go back and
attempt the question again.
Congrats! You are done!