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| A brief history of the nation's spending since 1950 | A brief history of the nation's spending since 1950 |
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| Out of austerityWhat were soap flakes? How do you use a mangle? In 1947 the Office for National Statistics began to record the prices in a typical “shopping basket” in order to measure the national rate of inflation. | Out of austerityWhat were soap flakes? How do you use a mangle? In 1947 the Office for National Statistics began to record the prices in a typical “shopping basket” in order to measure the national rate of inflation. |
| But this hypothetical “basket” was more than groceries – it was a snapshot of the way we lived. By following how it has changed over the years, we learn much more than how the nation ate – such as how we entertained ourselves, where we lived, and what our dreams for the future were. | But this hypothetical “basket” was more than groceries – it was a snapshot of the way we lived. By following how it has changed over the years, we learn much more than how the nation ate – such as how we entertained ourselves, where we lived, and what our dreams for the future were. |
| Post-war Britain was almost unrecognisable to modern eyes. The country was in ruins, both in terms of infrastructure and finances, and that first national shopping basket reflected the challenges faced by that post-war generation. Food is basic and electrical appliances are few – the vacuum cleaner, the electric iron, a radio set and a gramophone player. The toy and sports goods section simply includes a tennis racket and the gardening section is “a digging fork”. Households don’t have much money to spare, it seems, although some set a little aside for domestic help in the very tail end of the servant years. Otherwise money goes on boot and shoe repair, laundry and watch repair. Rent is probably the biggest household cost for a nation rebuilding itself, literally, house by house. | Post-war Britain was almost unrecognisable to modern eyes. The country was in ruins, both in terms of infrastructure and finances, and that first national shopping basket reflected the challenges faced by that post-war generation. Food is basic and electrical appliances are few – the vacuum cleaner, the electric iron, a radio set and a gramophone player. The toy and sports goods section simply includes a tennis racket and the gardening section is “a digging fork”. Households don’t have much money to spare, it seems, although some set a little aside for domestic help in the very tail end of the servant years. Otherwise money goes on boot and shoe repair, laundry and watch repair. Rent is probably the biggest household cost for a nation rebuilding itself, literally, house by house. |
| The list of equipment for other household work is far longer, with sewing machines and materials for the clothes being handmade at home. Similarly the heavy weight of domestic work is indicated with a long list of mangles, galvanised buckets and gas cookers, soap, soap powder, soap flakes, and polishes. | The list of equipment for other household work is far longer, with sewing machines and materials for the clothes being handmade at home. Similarly the heavy weight of domestic work is indicated with a long list of mangles, galvanised buckets and gas cookers, soap, soap powder, soap flakes, and polishes. |
| The optimistic 1950sBut as the 1950s arrive, change comes too. The Labour government-organised Festival of Britain in 1951 on London’s South Bank tapped into a new-found optimism. “If all goes well... what a country we shall live in, what a Britain we shall have!” Marghanita Laski wrote in Vogue magazine. “Through all our lifetimes, the man-made objects surrounding us have been devised, not to give visual pleasure but unconsciously to assert that we are a people wealthy, provident, puritan, insular, keeping our feet firmly on the ground and not liking to make ourselves conspicuous. Suddenly on the South Bank we discover that, no longer wealthy, we can be imaginative and experimental and ingenious, colourful, gaudy, gay.” | The optimistic 1950sBut as the 1950s arrive, change comes too. The Labour government-organised Festival of Britain in 1951 on London’s South Bank tapped into a new-found optimism. “If all goes well... what a country we shall live in, what a Britain we shall have!” Marghanita Laski wrote in Vogue magazine. “Through all our lifetimes, the man-made objects surrounding us have been devised, not to give visual pleasure but unconsciously to assert that we are a people wealthy, provident, puritan, insular, keeping our feet firmly on the ground and not liking to make ourselves conspicuous. Suddenly on the South Bank we discover that, no longer wealthy, we can be imaginative and experimental and ingenious, colourful, gaudy, gay.” |
| It would be a while before this sense of possibility would transform into profound changes in our lifestyle, however. The baskets of the 1950s included televisions for the first time – as well as TV licences – camera film and secondhand cars. Dance hall admissions and youth club subscriptions were made an appearance too, while food was venturing beyond the strictly utilitarian. | It would be a while before this sense of possibility would transform into profound changes in our lifestyle, however. The baskets of the 1950s included televisions for the first time – as well as TV licences – camera film and secondhand cars. Dance hall admissions and youth club subscriptions were made an appearance too, while food was venturing beyond the strictly utilitarian. |
| Even though fabric was no longer rationed, and even as the first sparks of the 1960s fashion revolution were appearing, there were no significant changes to the clothes of the 1940s, beyond the addition of the man’s tie and a jumper for women. At home, too, kitchens were still sparsely furnished - the only new appliances were an electric fire and, for some lucky homes, a washing machine. | Even though fabric was no longer rationed, and even as the first sparks of the 1960s fashion revolution were appearing, there were no significant changes to the clothes of the 1940s, beyond the addition of the man’s tie and a jumper for women. At home, too, kitchens were still sparsely furnished - the only new appliances were an electric fire and, for some lucky homes, a washing machine. |
| Highs and lows: the 1960s and 1970sThe 1960s basket reflected the end of the “make do and mend” era and the beginning of disposable fashion. Out went the mangle and in came slacks, jeans and sweaters materialised under the “women’s clothing” heading. | |
| But for every boom, it seems, there must be a bust. By the end of the decade, the mood was dark. A shock result in the 1974 national elections pushed Labour’s leader Harold Wilson out of number 10 in favour of Edward Heath. It was a time of international reckoning and crisis; the oil shock and a sudden growth of awareness of the planet’s environmental limitations plus the financial squeeze all meant a tightening of belts. | But for every boom, it seems, there must be a bust. By the end of the decade, the mood was dark. A shock result in the 1974 national elections pushed Labour’s leader Harold Wilson out of number 10 in favour of Edward Heath. It was a time of international reckoning and crisis; the oil shock and a sudden growth of awareness of the planet’s environmental limitations plus the financial squeeze all meant a tightening of belts. |
| The 1970s meant The Good Life, self sufficiency, and patched clothing. Nouveau Poor, or How to Live Better on Less, by Barbara Griggs and Shirley Lowe, jauntily suggested cutting down smoking and drinking to improve your skin, growing your own food, looking after your clothes properly and even making them yourselves (although the authors admitted that was beyond them: “both of us are hopeless with a pattern - so we can only admire the clever ladies who can run themselves up a ravishing summer skirt with its own matching scarf.”) | The 1970s meant The Good Life, self sufficiency, and patched clothing. Nouveau Poor, or How to Live Better on Less, by Barbara Griggs and Shirley Lowe, jauntily suggested cutting down smoking and drinking to improve your skin, growing your own food, looking after your clothes properly and even making them yourselves (although the authors admitted that was beyond them: “both of us are hopeless with a pattern - so we can only admire the clever ladies who can run themselves up a ravishing summer skirt with its own matching scarf.”) |
| Significantly, however, anticipating the 1980s, Britain was already becoming a nation of home owners: mortgage interest payments drop into the basket in 1975. It would only be a few years later that Margaret Thatcher would proclaim: “The heart of politics is not political theory. It is people and how they want to live their lives.” The fourth of the five tasks she set herself as leader was “to support family life, by helping people to become home-owners”. | Significantly, however, anticipating the 1980s, Britain was already becoming a nation of home owners: mortgage interest payments drop into the basket in 1975. It would only be a few years later that Margaret Thatcher would proclaim: “The heart of politics is not political theory. It is people and how they want to live their lives.” The fourth of the five tasks she set herself as leader was “to support family life, by helping people to become home-owners”. |
| By the middle of the 1980s, we have a Britain that a young person of 2015 might almost recognise, although they’d wonder where everyone was keeping their mobile phones and why the televisions were so enormous. | By the middle of the 1980s, we have a Britain that a young person of 2015 might almost recognise, although they’d wonder where everyone was keeping their mobile phones and why the televisions were so enormous. |
| Despite a recession at the beginning of the 90s the trend towards our focus on home-ownership continues, with computer games, satellite TV subscriptions, squash court hire and foreign holidays all becoming part of our lives. House conveyancing and surveyors fees are now critical to the way in which our national financial picture is made up and the government’s imaginary shopping basket brims with goods from all over the world, with luxuries and wonders and necessities that our grandparents 60 years ago - running their mangle and eking out the soap-flakes - could never have imagined. | Despite a recession at the beginning of the 90s the trend towards our focus on home-ownership continues, with computer games, satellite TV subscriptions, squash court hire and foreign holidays all becoming part of our lives. House conveyancing and surveyors fees are now critical to the way in which our national financial picture is made up and the government’s imaginary shopping basket brims with goods from all over the world, with luxuries and wonders and necessities that our grandparents 60 years ago - running their mangle and eking out the soap-flakes - could never have imagined. |
| Where to next?What will the nation’s shopping basket look like in the years to come? As the multiculturalism and endless cookery shows on TV combine to bring ever more exotic ingredients into our weekly shop, ingredients like turmeric, smoked chipotle paste, harissa, or curry leaves are bound to find their way into the basket. Similarly the vegetables that are making their way into our national cuisine - chilis, sweet potatoes, yams, lemongrass - will surely feature more and more heavily. | Where to next?What will the nation’s shopping basket look like in the years to come? As the multiculturalism and endless cookery shows on TV combine to bring ever more exotic ingredients into our weekly shop, ingredients like turmeric, smoked chipotle paste, harissa, or curry leaves are bound to find their way into the basket. Similarly the vegetables that are making their way into our national cuisine - chilis, sweet potatoes, yams, lemongrass - will surely feature more and more heavily. |
| What about our homes? As we increasingly invest in renewable technologies will solar panels make the basket? Will we be buying more environmentally friendly items? | What about our homes? As we increasingly invest in renewable technologies will solar panels make the basket? Will we be buying more environmentally friendly items? |
| Wild birdseed made it in this year, signifying the powerful trend across the country to try to conserve our wildlife. Gardening products have multiplied too - they now include compost and seeds, reflecting the third wave of growing your own. | Wild birdseed made it in this year, signifying the powerful trend across the country to try to conserve our wildlife. Gardening products have multiplied too - they now include compost and seeds, reflecting the third wave of growing your own. |
| There is something pleasing and straightforward about the basket and the stories it tells about us. Certain things, after all, seem to be a permanent feature. Or are they? Anyone want to bet on the year that bread disappears? | There is something pleasing and straightforward about the basket and the stories it tells about us. Certain things, after all, seem to be a permanent feature. Or are they? Anyone want to bet on the year that bread disappears? |
| Always consult a financial adviser before taking advice. Opinions expressed here do not necessarily reflect the views of Sainsbury’s Bank. | Always consult a financial adviser before taking advice. Opinions expressed here do not necessarily reflect the views of Sainsbury’s Bank. |
| Visit Sainsbury’s Bank for more information on credit cards and loans | Visit Sainsbury’s Bank for more information on credit cards and loans |