The rise of consumerism has long occupied a prominent place in general accounts of the American past. Almost a half century ago, David M. Potter posited in his landmark People of Plenty (1954) that economic abundance was a defining feature of the American character. In 1973, Daniel J. Boorstin celebrated the emergence of "consumption communities" in his Americans: The Democratic Experience. More recently, Susan Strasser and Richard S. Tedlow have analyzed how mass merchandisers created a national mass market. 1 In addition, a legion of social and cultural historians has explored the complex and sometimes paradoxical relationship between mass marketing and American values. 2