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Mr Drage, Mr Everyman, and the creation of a mass market for domestic furniture in interwar Britain1

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  • PETER SCOTT

Abstract

This article 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 hire purchase (HP) facilities in order to bring furniture within the economic reach of these groups, while sophisticated national advertising campaigns were used both to legitimize the buying of furniture on HP and to project the idea that furnishing by this means was key to achieving the type of aspirational lifestyles being promulgated in the popular media.

Suggested Citation

  • Peter Scott, 2009. "Mr Drage, Mr Everyman, and the creation of a mass market for domestic furniture in interwar Britain1," Economic History Review, Economic History Society, vol. 62(4), pages 802-827, November.
    • Handle: RePEc:bla:ehsrev:v:62:y:2009:i:4:p:802-827
    DOI: 10.1111/j.1468-0289.2009.00480.x
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    References listed on IDEAS

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    1. Bowden, Sue & Turner, Paul, 1993. "The Demand for Consumer Durables in the United Kingdom in the Interwar Period," The Journal of Economic History, Cambridge University Press, vol. 53(2), pages 244-258, June.
    2. Broadberry,Steve N., 2005. "The Productivity Race," Cambridge Books, Cambridge University Press, number 9780521023580.
    3. Peter Scott, 2008. "Marketing mass home ownership and the creation of the modern working-class consumer in inter-war Britain," Business History, Taylor & Francis Journals, vol. 50(1), pages 4-25.
    4. Sue Bowden & Avner Offer, 1994. "Household appliances and the use of time: the United States and Britain since the 1920s," Economic History Review, Economic History Society, vol. 47(4), pages 725-748, November.
    5. Peter Scott, 2008. "Did owner‐occupation lead to smaller families for interwar working‐class households?1," Economic History Review, Economic History Society, vol. 61(1), pages 99-124, February.
    6. Peter Scott & Peter Walsh, 2004. "Patterns and determinants of manufacturing plant location in interwar London," Economic History Review, Economic History Society, vol. 57(1), pages 109-141, February.
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