Home Page

previous chapter     top     next chapter

CHAPTER SEVEN

Economy Measures

Economy measures during the period of the Great Depression took many forms, but my father, Pearl, had his own methods. Some may call them extreme, as we thought they were at the time. But, all in all, we were not hurt by them and perhaps the little that was saved made the difference in the survival of our grocery store as well as our own family finances.

Because gasoline was expensive--about eighteen cents a gallon in those days--and what with wear and tear on Clint's 1927 Dodge four-door sedan, we used the car as little as possible for delivering groceries. On Saturdays, when business was good and we couldn't keep up any other way, we used the car. However, most other days, Dad and I walked all over town to deliver. He did most of it, for which I give him a lot of credit. I wouldn't have done it without his "supervision."

Most days, he would pull a little red wagon that I had outgrown (a Radio Flyer), loaded with groceries. And not just once, but at least morning and afternoon, perhaps a number of times each. Many times we had to go to the same house both morning and afternoon, because the customer had forgotten to include an item in her order. Often, it was just a loaf of bread, but Pearl delivered it, just as if it was a five-dollar order and that was a wagon load in those days!

The one that stands out most in my mind is the one for saving on our electricity ("light") bill. The ISU minimum charge for a month was one dollar. At some point, Pearl decided that if that was what we were going to be charged, that was all we were going to pay.

Our lovely Atwater Kent radio was put in mothballs, you might say, at this time. Although it did draw a lot more power than present-day radios or even our color TV sets, it was not a big "juice" user, as he called it. For several months, and perhaps more than a year, we were not allowed to listen to the radio for any reason. All our favorite programs, such as Amos 'n' Andy, Jack Benny, Eddie Cantor, The Bell Telephone Hour, Manhattan MerryGoRound and others were forbidden.

It seems that this went on for as much as a couple of years. I'm not certain, but it was an eternity to Hope and me, and probably to Cecil, as well. Nothing could make Dad change his decision, and we did stay under the one-dollar minimum usage for this long, long period.

Eventually, we began using the radio again on Sunday nights, when the best programs were on. I don't know what brought about the relaxation, but I do know that Dad enjoyed those programs just as much as we did. Personally, I think he got tired of the restricted usage, too.

After a few months of this once-a-week listening, we gradually went back to our old ways and listened to the radio any time we wanted.

Occasionally, our grocery store would be given extra amounts of certain items by the various wholesalers. I assume this was some kind of bonus, advertising scheme, or perhaps it was just a way of lowering the cost of that particular item to the grocer.

One time, we received a number of extra cases of bran flakes, (the breakfast cereal). I can't recall the brand, but it was a well-known one, such as Post. Pearl took a sudden liking to bran flakes. In addition to having them for his breakfast, he had them for his dessert after "supper," our evening meal. (The noon meal was always "dinner" at that time, and may still be in Iowa, for all I know.) Sometimes, I think Dad even had a bowl of the cereal after his noon-time meal, just for good measure.

It wasn't long before he began to complain of dizziness. At my present age, knowing what I know now about the effects of bran, I imagine there were other complications, as well. Not long after, the free boxes of cereal disappeared from our home.

Back to Chapter 6

On to Chapter 8