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Mr Drage, Mr Everyman, and the creation of a mass market for domestic furniture in interwar Britain

Author

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  • Peter Scott

    (University of Reading)

Abstract

"This paper examines strategies used by durable goods retailers to create a mass market in interwar Britain, via a case-study of domestic furniture. Interwar demand for new furniture witnessed particularly rapid growth - mainly owing to the extension of the market to lower-income groups. A number of innovative national retailers developed liberal HP facilities to bring furniture within the economic reach of these groups, while sophisticated national advertising campaigns were used to both legitimise buying furniture on HP and project furnishing by this means as key to achieving the type of aspriational lifestyles being promulgated in the popular media."

Suggested Citation

  • Peter Scott, 2008. "Mr Drage, Mr Everyman, and the creation of a mass market for domestic furniture in interwar Britain," Working Papers 8015, Economic History Society.
    • Handle: RePEc:ehs:wpaper:8015
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    File URL: http://www.ehs.org.uk/dotAsset/848175d7-e214-4ee4-9dd3-dda85d9588fc.doc
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    JEL classification:

    • N00 - Economic History - - General - - - General

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