A boom hit after WWI, with consumerism usurping frugality as an American value

See what it was like to live in the United States during World War II

In America, life was transformed by total war: sixteen million service members left civilian life, while massive industrial production demanded labor. Women, minorities, and teens filled factories, fueling boomtown growth and breaking social barriers. Simultaneously, rationing, recycling drives, Victory Gardens, ration stamps, blackout drills, and war bond campaigns permeated daily routines.

What Americans ate after WWII

Returning from World War II, the American cultural landscape saw a vast number of changes. Cuisine, in particular, diversified and modernized thanks to traveled soldiers and wartime innovation. From inventions like powdered cheese to the popularization of instant coffee and Chinese food, explore the changes to the American food industry that continue to influence what we consume today.

Hollywood helped fund American military activity by boosting bond sales

To help fund its WWI military activity, the US introduced Liberty Bonds—government-issued debt marketed directly to the public. Starting at $50, the campaign targeted working Americans and offered Thrift Stamps to make bond-buying more accessible. Hollywood led the charge, with stars like Charlie Chaplin and Mary Pickford boosting bond sales.

Rockwell's Saturday Evening Post created an idealized American life

The Saturday Evening Post’s circulation exploded in the early 20th century, due in no small part to Rockwell’s iconic cover illustrations, which often portrayed idyllic portraits of American life from the not-so-distant past. This documentary explores how Rockwell’s covers played on national nostalgia, creating a vision of the country that grew to be associated with the American Dream.

American modernism highlighted a rapidly changing America

Featuring work from 1915 to 1950, the movement illustrates the country's evolution between World War I and World War II. Artists captured the loss and uncertainty of a post-war, industrialized world.

Pop art explored the concepts of mass production and consumerism

Consumerism emerged from industrial capitalism, promoting the idea that consuming goods was linked to personal success and happiness. Artists, especially pop artists, approached this cultural phenomenon through various perspectives, some supportive of consumerism and others against. Figures like Andy Warhol embraced mass media imagery and mimicked its style, while many artists rejected the “commodification” of things by creating art that couldn’t be sold or focusing on experiences rather than objects.

The story of the Wall Street Crash of 1929

The 1920s in the US "roared" with rapid economic growth after the conclusion of World War I. But in October 1929, the bubbly stock markets crashed dramatically, plunging the nation into the decadelong Great Depression.

Cookout and barbecue culture boomed in post-war 1950s America

Magazines like "Life" fueled the outdoor cooking craze, and by 1955, barbecue had grown into a $100 million industry. American Studies scholar Kristin L. Matthews explains that the trend fit neatly with Cold War-era consumerism and the emphasis on home ownership.

Consumer spending accounts for 70% of US GDP, making Black Friday significant

Lizabeth Cohen, a history professor at Harvard and author of the book “A Consumer's Republic: The Politics Of Mass Consumption In Postwar America,” has argued that the US government has presented consumerism as a way out of economic crisis or decline since around World War II.

Advertising-related activity may have supported roughly one in five American jobs as of 2024

That’s according to a study commissioned by The Advertising Coalition, conducted by S&P Global Market Intelligence, which also found that the advertising industry powered more than 20% of total US economic output at the time.

World War I brought attention to US reliance on mineral imports

Domestic stockpiles were inadequate for the extended trade disruptions caused by the four-year war. In response, the US Geological Survey increased its geological mapping to help search for important metals alongside new oil fields for fuel.

America's ice cream obsession began under Prohibition

The emotional attachment to the sweet treat began during Prohibition, when many brewers started churning out ice cream instead of alcohol. Eventually, it symbolized joy during wartime and the Great Depression.

The Airstream surged in a postwar road trip boom

Wally Byam invented the Airstream in the late 1920s, but it took off following World War II, when more affordable automobiles allowed families to venture out into an expanding network of state and national parks. Airstream enthusiasts sometimes traveled in caravans, camping in front of famous scenery, like the Pyramids at Giza.

Read how Fordism helped invent the American middle class

Henry Ford's revolution of the assembly line and American manufacturing as a whole gave rise to the American middle class. The introduction of the $5 workday (in exchange for eight-hour days of highly repetitive work) raised factory workers' wages enough to reorient the economy around consumer demand.

The highest inflation in US history was estimated at 30% in 1778

This was just after the Revolutionary War. Both World Wars also brought double-digit inflation. It's worth noting that exact inflation rates in early America are difficult to calculate precisely.

Why Americans keep buying McMansions

Some argue that McMansions—large, relatively newly built, amenity-filled, cookie-cutter homes—are ugly. Others say they're just not a good investment. And yet Americans continue buying them. This video explores why McMansions are still popular despite these criticisms, and how these homes got their start in the first place. Watch the video here.

A 1973 ad is credited with accelerating the Super Bowl advertising craze

The Super Bowl’s history as an advertising phenomenon began in earnest during the 1970s. In 1973, for instance, Joe Namath and Farrah Fawcett starred in Noxzema’s “Cream Your Face” ad, which Smithsonian Magazine says helped establish the game “as an event for advertisers.” Read this article to learn more about how the Super Bowl became advertising’s, well, Super Bowl.

A venture capitalist argues that baby boomers raised the national debt

In his book "A Generation of Sociopaths," venture capitalist Bruce Cannon Gibney places blame for the nation’s rising debt squarely in the hands of baby boomers—those born between 1946 and 1964. They’ve failed to address long-term issues, focusing only on present consumption to the detriment of future generations, he says.

How COVID-19 brought new investors into the market

With fees removed from the equation and more time at home thanks to pandemic-related lockdowns, Americans who had never bought or sold stocks before started participating in the market. Charles Schwab dubs this cohort “Generation Investor” and notes individuals from all age ranges took part in this phenomenon. Study up here.

Why there's a snack recession

Inflation and economic uncertainty have driven many Americans to make cuts to their snack budgets, according to reports from major food manufacturers like General Mills, JM Smucker, and Campbell's. Major retailers have also observed lower-income consumers cutting back on nonessentials due to the macroeconomic environment.

The American Research and Development Corporation is considered the first modern VC firm

Best known for investing in companies that wanted to utilize some of the technology developed during World War II, the ARDC’s cofounders all held prestigious positions at places like MIT and the Federal Reserve Bank of Boston.

The 1980s brought luxury items into the bathroom

Companies produced items like waterproof radios and targeted them at people under 30, marketing the devices as hip ways to stay clean.

'The Wizard of Oz' flopped in theaters but exploded on TV

The film cost $2.7M to make—$1M more than the average production in 1939, but didn’t recoup it for almost two decades. Its success is mainly due to television. It aired annually from 1956 to 1965 and was watched by more than 49% of all television viewers.

A history of the radio jingle

As the radio became a fixture in American households, advertisers recognized the airwaves' commercial potential. Inspired by 19th-century commercially minded poems, the radio jingle was born in 1926 with the ditty "Have You Tried Wheaties?" This guide from the University of Maryland walks you through the evolution of the form, with recordings of its earliest earworms.

19th-century Americans discovered tipping in Europe

Tipping waiters was a custom in medieval Europe, where masters gave their serfs money for exceptional work. Wealthy Americans vacationing in Europe in the mid-1800s discovered the behavior and brought it back to the US.

At the beginning of the 20th century, a group of young men ate standard American food—replete with food additives like borax and formaldehyde—as part of government research to better understand food safety.

US consumers collectively owe more than $1T to credit card companies—almost as much as they owe in auto loans.

US housing costs have risen by roughly 175% between 1991 and 2026—but a growing number of Gen Zers are becoming homeowners anyway. In 2025, 4% of homebuyers were Gen Z, up from 3% the year before.

Fireworks make a loud booming sound after exploding due to air expanding faster than the speed of sound.

After the Boston Tea Party, colonists switched to coffee, which became the main morning drink for revolutionaries.

Jimmy Carter signed a 1978 bill that legalized home brewing, a move credited with kick-starting the craft beer industry.

The power and influence of the American presidency have expanded significantly over time—far beyond what the founders envisioned.

Mid-century modern graphic designers, known for their bright colors and bold lines in advertising, also found success with children's books.

The word 'jazz' evolved from 'jasm,' 19th-century American slang for 'energy'

In its famous catalog, Sears sold $600 DIY house kits from 1908 through the 1940s, resulting in an estimated 100,000 'Sears and Roebuck homes.'

The most expensive ad of all time was for Chanel No. 5 perfume and cost roughly $33M to produce in 2004—about $57M in today's dollars.

The name 'Silicon Valley' arose from the founding of Shockley Semiconductor Laboratory in Fairchild Semiconductor in 1956-57, founded near Stanford University in Palo Alto

See the most iconic photos from four decades of LIFE magazine

'Shogun,' a 1980s TV series, helped popularize sushi in the US by stimulating an American interest in Japanese culture.

Fast-casual restaurant Chili's is experiencing a resurgence, with its parent company recently reporting a nearly 32% increase in sales, thanks to passionate Gen Z fans on TikTok.

A Yale student wrote a profound essay about the consulting industry's influence on elite college students that was published in a book of her writing after she died in a post-graduation car accident.

Up to a million Girl Scouts sell about 200 million cookie boxes every spring, generating $800 million, largely because refusing a child is frowned upon

Warren Buffett's former professor Benjamin Graham is known as the 'father of value investing,' a strategy in which investors seek to buy stocks trading below their intrinsic worth.

Walt Disney's early film 'Alice's Wonderland' was a groundbreaking innovation in the silent film era

See how Budweiser's famous Clydesdales spend their days at Warm Springs Ranch, where roughly 70 to 80 of the beer brand's giant horses can be found at any given time.

The Beatles' US label rejected the band's first two singles, 'Please Please Me' and 'From Me to You,' with one executive calling the band 'dead in the water.'

How Amazon operates a 'flywheel' business model, a self-reinforcing cycle that drives continuous growth

A small portion of The Winstons' 'Amen, Brother,' an obscure '60s gospel record, is the basis for thousands of hip-hop tracks, making it one of the most sampled records ever that's informally known as 'the Amen break.'

Mark Twain spent decades feuding with the US Postal Service, convinced its costs and regulations were bureaucratic overreach.

The concept of phantom limbs, the perception that amputated limbs are still present, dates back to a French military surgeon in the 16th century.