- Joined
- Jul 18, 2021
That was a great write-up! Thanks for fleshing out some of the points I missed, I totally forgot to mention about the role pop-culture played in all of this, as you noted it became a huge driver. And you're right, collecting as a hobby has probably been around since forever.Ads were targeted toward all groups, although housewives were the largest demographic for radio and later TV since they'd have the TV/radio on all day at home. In the evening/prime time slot there'd be advertising toward men like the infamous Flintstones cigarette ads (which was primetime TV at that point since it was basically like the Simpsons of its era). Advertising toward men would usually be seen in newspapers and magazines with a male reader base.
And I'm not sure if boomer consoomers really started it. While people hoarding useless things probably goes back to some caveman's bone collection, the modern mentality is probably a late 19th century thing which unsurprisingly is when the advertising industry and mass media started taking off. I can't think off the top of my head any examples, but I'm sure if you look through lists of bizarre trivia you'd read about people 125 years ago with a similar mentality we see today. I know by the 50s, the time that boomers were kids, you can already see adults spending money on odd trinkets like my 80-something grandmother and her collection of those little spoons which according to this thread is pretty common among people her age. Baseball cards might be the male version since those were often targeted toward adults (nominally) since they usually appeared in cigarette packets until too many players decided they didn't want to promote cigarettes so they switched to putting cards in gum packets instead.
The thing with Boomer Consoomers is that's when consoomerism started merging with pop culture. Like now it wasn't just a celebrity endorsing chewing gum or cigarettes or whatever, now he had his own TV show. Then you had shit like Elvis and the Beatles where it wasn't just music but an entire cultural trend (way more than like Frank Sinatra or whoever) and shit like the Monkees (corporate Beatles but meant to sell merchandise and advertisements to kids/teenage girls). Action figures came out in the 60s too which gave all sorts of new incentive to buy entire sets of things and keep them hanging around. The earliest trading card collections that weren't just bonuses like the cigarette cards or gum cards came out in the 50s and 60s too, promoting popular shit at the time.
This all set the scene for the 70s where consoomerism as we know it emerged. All of your favorite products would have a cartoon, toyline, and by the end of the decade a video game in arcades or Atari (i.e. Halloween, the band Journey, etc.). Movie-based toylines took off thanks to George Lucas and Star Wars. You had KISS deliberately encourage marketers to put their faces and name over everything to get this effect. Product placement really started to show up in movies where the characters would be eating or drinking some popular brand that paid for it, although this is probably most famous in ET (which was the 80s granted) which is why Reeses Pieces as a product took off at all.
Enough of a history lesson, here's some random boomer consoomer shit.
Going back to the Victorian era roots (pre-1900) - the big difference between "then" and "now" is that it used to be something only a relative few could engage in. Largely an upper-class hobby, average people just didn't have the time, the money, or the space for a whole collection of something. The few who did (at least that we read about) were collecting art, or exotic animal specimens, or ancient cultural artifacts. All things that were rare or unique, took a lot of effort to acquire, and eventually became the basis for museum collections. There just wasn't mass-produced consumer-level collectibles to be had. Even something more mundane like a series of fancy plates or silverware would've been very expensive, handcrafted by a famous artist. Any "collecting" happening among average people would've been more along the lines of trinket hoarding, with items on par with flea market or garage sale junk.
Moving into the 20th century pre-WW2, you're right that baseball cards were (as far as I can tell) the first mass-produced collectible, deliberately designed to be bought "simply for the sake of collecting". But going by the stories I've heard from older relatives, while baseball cards were very popular, the collections rarely exceeded the size of a shoebox. And even then, how many stories of mothers eventually throwing them out! (I weep for the amount of Babe Ruth and Joe DiMaggio cards sent to the trash.) And it was largely limited to kids - who actually played games with them or traded them, those cards got ruined lol. But you didn't hear of grown-ass adults hoarding them in unopened packs or dedicating a whole room of their house to it - at least not until much later, when we eventually ended up with a whole industry of baseball memorabilia beyond trading cards.
So then that brings us to post-WW2, which I think we've both covered nicely. The confluence of many factors including larger houses, more discretionary income, invention of cheap plastic, rise of mass media and pop culture, and the evolution of hyper-marketing to target specific demographics. And in the end modern collections are still (largely) just disposable junk, pale imitations of the rare/unique collections that the uber-rich engage in. The more things change, the more they stay the same.
Moving into the 20th century pre-WW2, you're right that baseball cards were (as far as I can tell) the first mass-produced collectible, deliberately designed to be bought "simply for the sake of collecting". But going by the stories I've heard from older relatives, while baseball cards were very popular, the collections rarely exceeded the size of a shoebox. And even then, how many stories of mothers eventually throwing them out! (I weep for the amount of Babe Ruth and Joe DiMaggio cards sent to the trash.) And it was largely limited to kids - who actually played games with them or traded them, those cards got ruined lol. But you didn't hear of grown-ass adults hoarding them in unopened packs or dedicating a whole room of their house to it - at least not until much later, when we eventually ended up with a whole industry of baseball memorabilia beyond trading cards.
So then that brings us to post-WW2, which I think we've both covered nicely. The confluence of many factors including larger houses, more discretionary income, invention of cheap plastic, rise of mass media and pop culture, and the evolution of hyper-marketing to target specific demographics. And in the end modern collections are still (largely) just disposable junk, pale imitations of the rare/unique collections that the uber-rich engage in. The more things change, the more they stay the same.
Hahaha, that would definitely be me as a caveman. "No throw that away Irga! Grug need that bone in case it useful someday." My hoarding vice is little hardware items like random screws/bolts/washers, and a lot of spare computer parts like cables & adapters. At least I try to keep it relatively organized. And I am vindicated several times a year, when I actually have the necessary part on-hand to fix something, lol.While people hoarding useless things probably goes back to some caveman's bone collection