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“Intelligent Shopping”: A Historical Exploration of Clothing Consumption Practices, 1922–1968

This current study selects the practice of shopping as an entry point for conducting a content analysis of four clothing textbooks published between 1922 and 1968. We selected these particular textbooks based on the reputation of the authors within the field of family and consumer sciences and having a strong emphasis on shopping practices. The four specific periods examined in this study (1922, 1937, 1949, and 1968) reflect significant socio-cultural changes in United States history, including the impacts of world wars, economic booms and depressions, advancements in clothing production and textiles, and numerous changes in women’s roles and American consumer culture at large.