The increase in marriages and births after World War II led to a greater demand for homes and items for the home. In the first four years after the war, Americans moved into over one million new homes annually. Spending on furniture and appliances increased by 240%. Each year, American families bought millions of cars, refrigerators, stoves, and televisions. Not everyone could afford the most expensive items. However, data shows that spending on items for the home rose not only among upper- and middle-class families, but also among lower-income families. Most home products were marketed to women. On average, wives made 75% of all the purchases for her family.
Post-war consumerism reflected the traditional values promoted by politicians and popular culture. The American home was at the center of post-war stability. And it was a woman’s duty to create a comfortable and safe home for her husband and children.
The film shows a suburban shopping center. Shopping centers were designed for convenience. Large parking lots accommodated hundreds of families, each with their own car. Many stores together in one place allowed housewives to complete all of their shopping in one quick trip.
These photographs were promotional images for Southern California Edison, an electricity supply company. Southern California Edison promoted electric appliances because homes with more appliances had higher electric bills. Both images present women as the primary consumers and users of home appliances.
The second image includes a television. The television was one of the most popular home appliances in the 1950s. It replaced the radio as a family’s primary source of entertainment and information.