But history proved the pessimists wrong. Most returning veterans had no trouble finding jobs, according to Herman. U.S. factories that had proven so essential to the war effort quickly mobilized for peacetime, rising to meet the needs of consumers who had been encouraged to save up their money in preparation for just such a post-war boom.
By the summer of 1945, Americans had been living under wartime rationing policies for more than three years, including limits on such common goods as rubber, sugar, gasoline, fuel oil, coffee, meat, butter, milk and soap. Meanwhile, the U.S. government’s Office of Price Administration (OPA) had encouraged the public to save up their money (ideally by buying war bonds) for a brighter future. In her book A Consumer’s Republic: The Politics of Mass Consumption in Postwar America, Lizabeth Cohen reported that by 1945, Americans were saving an average of 21 percent of their personal disposable income, compared to just 3 percent in the 1920s.
With the war finally over, American consumers were eager to spend their money, on everything from big-ticket items like homes, cars and furniture to appliances, clothing, shoes and everything else in between. U.S. factories answered their call, beginning with the automobile industry. New car sales quadrupled between 1945 and 1955, and by the end of the 1950s, some 75 percent of American households owned at least one car. In 1965, the nation’s automobile industry reached its peak, producing 11.1 million new cars, trucks and buses and accounting for one out of every six American jobs.