Tag Archive for Sears Roebuck and Co

Tuesday in Mooseville – A Year At a Glance: 1927, Sears Edition 11/6/18

Lindbergh’s famous flight (20-21 May, 1927) commemorated by the U.S. Post Office

I figure we’re all going to have the attention span of a fruit fly today (What Animal Has the Shortest Attention Span? ), so I decided to do a light, but [hopefully] fun revisit of an old Sears catalogue. This time the year is 1927: the year of Lindbergh’s flight; the silent film, It, is released, making Clara Bow the first “It” girl; The Jazz Singer, the first film with “synchronized dialogue” (and the unfortunate use of blackface) is also released; the year production of the Model T ended and the Model A started; when the radio network CBS Is created; Stalin takes control in Russia, and Calvin Coolidge is president with the average net income for Americans being $5496.73 ($79,746.50 today). (Statistics of Income for 1927, p. 3). The Roaring Twenties were…

…a decade in which many of the defining characteristics of late twentieth century life were determined, particularly with regard to mass movements of society. Mass production, mass distribution, mass marketing, and mass consumption held sway, and the rise of a mass service industry followed, due in part to so-called “technological unemployment,” the forced movement of workers out of blue-collar jobs as a result of the increased efficiency of new machinery and processes. (Laboring to Prosper)

Sears was ready to meet the demand, with a catalogue featuring a cover with a Norman Rockwell drawing, showing a woman, a man, and the family dog poring over the pages of the Big Book.