The appearance of consumerism is related with the Industrial Revolution of the late 18th-early 19th century when, thanks to increasing use of steam power and invention of machine-tools, considerably grew the production of goods having similar purposes but different designs. People could now choose between competing products and needed additional information about their properties. At the beginning of the 19th century, traders just informed customers about the availability and prices publishing the lists of goods in newspapers or hanging them on broadsides and billboards. By the end of century appeared the new form of advertising when products were accompanied by slogans presenting them in a positive light. These slogans intended for easy memorization and recognition were mostly addressed to American women who in their role of housewives decided what is needed for their families and households. Since the 1880s advertising concentrated on creation of needs and wants promoting new inventions like sewing and washing machines. At the same time appeared the first department stores providing the possibility of buying a varity of goods in one place – the predecessors of modern shopping malls. By the end of the 19th century were introduced mail catalogues offering goods by mail and giving to the rural population the same opportunities as to city dwellers. In the 19th century customers’ choice was mostly defined by the relation between the quality and the price of each good.
After the First World War, the economic boom of 1920s resulted in a considerable rise of people’s well-being and led to mass production of industrial goods related with the extensive use of electrical power and scientific management (for instance assembly lines at Ford’s factories). At the same time, plenty of newly invented products (like private cars, fridges, vacuum-cleaners, radio sets and telephones) appeared on the market provoking in combination with radio advertising and ordering by phone an unprecedented burst of consumption. Considerable improvement of infrastructure (railways, high ways and first airfields) and transports (automobiles and airplanes) permitted to deliver goods ordered by mail or by phone to every spot in the US leveling almost completely the difference between urban and rural consumers. Gradual emancipation of working women made them also more active customers. Scientific approach to marketing and introduction of aggressive, continuous and systematic advertising according to Edward Bernays also contributed to the rise of consumerism and accustomed Americans to follow the fashions launched by publicity wizards.
The next surge of consumption coincided with the economic boom which last from the end of WW II to the beginning of the 1970s. During this period work productivity and GDP soared, war bonds, growing prosperity and bank credits permitted to many Americans to afford private houses, GI Bill financed a well educated work force. As a result the middle-class swelled and the golden age of consumption started. People frantically bought houses, cars, furniture, home appliances, newly invented TV sets and tape-recorders. Neighbors and colleges competed for more prestigious acquisitions. Publicity wizards also did not waste time and filled the TV screens with pestering repetitive commercials offering the latest models and updated versions of industrial goods, entertainments, food stuffs and drinks. Advertising became omnipresent in American life (outside day and night and at home).
A real consumption society where material possessions entirely define the status of each individual is created in the US today. Good looks, talent, faith and moral properties are less important for Americans than material wealth. Many of them became compulsive consumers brainwashed by commercial advertising. Shopping is their best entertainment and pastime because consumption to them equals happiness. Such inventions like internet, cell phones and credit cards permit Americans to purchase everything at any moment and everywhere. They are accustomed to consume but the new economic boom is not there and heavily indebted people are living in credit staining the entire economic system. The hegemony of consumerism transforming Americans into buying machines leads the US to a new economic crash.