-
The Rise of Department Stores
The opening of Marshall Field's department store at State Street and Washington Street in Chicago allowed the successful of the city to experience shopping on a new grand scale. This was one new distribution method for the growing output of consumer goods from factories both domestic and abroad. Necessary shopping was being supplemented with more choices in most purchase. Illustration: Marshall Field's new store, c. 1868, Chicago Tribune, "The Marshall Field Story", February 10, 1952 -
A Catalog for the Masses
Many consumers of this era lived in small town or rural areas, more limited choices in how to obtain merchandise made available through the industrial revolution taking place in America or imported in bulk from foreign markets. In 1874, one of the earliest consumer catalogs was produced by Aaron Montgomery War, a 32 page price list of a variety general merchandise. Illustration: Montgomery Ward, Vehicles of All Kinds: Catalogue C. Chicago: Blakely Printing Co., 1893. -
Bigger Demand for Big Ticket Items
In the period from 1890-1915, consumers began to make purchases of more expensive items that were not necessities. Or necessities, such as furniture, were being produced in more styles and marketed in ways that built demand for fine items vs. utilitarian items. Items such as pianos were being produced in large numbers by the factories of the time. Credit was beginning to be used as a way to obtain such items for more consumers. Illustration: Chase Brothers Piano ad, c. 1890 -
Electricity Will Lead to New Consumer Products
Electricity infrastructure was just beginning to be put in place when the Chicago Worlds Fair showcased the industry in their 1893 Electricity Hall. Eventually, this development would lead to new inventions utilizing electricity and many of those inventions would be marketed toward the home life of American consumers, widing the gap from having what is needed to having what is wanted. Illustration: Chicago Tribune Supplement, "Electricity At The Fair", October 8th, 1893 -
Mobility For Sale
The introduction of the automobile, particularly the relatively affordable Ford Model T, gave consumers something they had never had before; personal mobility that would allow them to travel long distances. This, in turn, would create even more markets for those who could travel. Previously, people were limited in purchasing by mail order or from markets within their neighborhoods or work areas. image: 1922 Ford Model T advrtisement, Ford Motor Company -
Radio Allows Advertisers into Your Home
in the 1920's, radio manuracturers and radio stations were beginning to achieve success. Revenues from advertisers were largely responsible for the rapid proliferation of stations and programming. Programming was a new medium to be 'consumed', and sets themselves were technologically advancing from being a novelty for a hobbyist with earphones to a home's sound entertainment appliance. Image: Cover, "Radio, Miracle of the 20th Century", Drinker, Frederick E and Lewis, James G, 1922
