Building a Market
The Rise of the Home Improvement Industry, 1914-1960
448 pages
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62 halftones, 5 line drawings
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6 x 9
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© 2012
Each year, North Americans spend as much money fixing up their homes as they do buying new ones. This obsession with improving our dwellings has given rise to a multibillion-dollar industry that includes countless books, consumer magazines, a cable television network, and thousands of home improvement stores.
Building a Market charts the rise of the home improvement industry in the United States and Canada from the end of World War I into the late 1950s. Drawing on the insights of business, social, and urban historians, and making use of a wide range of documentary sources, Richard Harris shows how the middle-class preference for home ownership first emerged in the 1920s—and how manufacturers, retailers, and the federal government combined to establish the massive home improvement market and a pervasive culture of Do-It-Yourself.
Deeply insightful, Building a Market is the carefully crafted history of the emergence and evolution of a home improvement revolution that changed not just American culture but the American landscape as well.
John F. Bauman | University of Southern Maine
“While much has been written about homeownership, until now no history has explored the flip side of home owning, home repair, home maintenance, and home remodeling. In this unique, highly readable, and richly illustrated study, Richard Harris unscrambles the fascinating saga behind the building of the home improvement market. Part consumer history, part business history, and part planning and development history, Harris’s work carries us from the small lumberyards of the nineteenth and early twentieth century to Johns-Manville showrooms and the modern Home Depot. It is an illuminating and enjoyable ride.”
Contents
List of Abbreviations
Preface
Preface
ONE / Introduction
PART I: ORIGINS
TWO / The Foundation of Home Ownership
THREE / An Industry Unready to Improve
FOUR / The Realm of the Retailer
FIVE / The Birth of the Home Improvement Store
PART II: CRISIS, 1927–1945
SIX / A Perfect Storm for the Building Industry
SEVEN / Manufacturers Save the Retailer
EIGHT / The State Makes Credit
PART III: RESOLUTION, 1945–1960
NINE / Mr. and Mrs. Builder
TEN / Help for the Amateur
ELEVEN / The Improvement Business Coalesces
TWELVE / A Zelig of the American Cultural Economy
Notes
Index
For more information, or to order this book, please visit http://www.press.uchicago.edu
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Geography: Urban Geography
History: American History | Urban History
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