TRADE: Emotional Ersatz

Some products sell particularly well in depressions: neckties—because they are a cheaper way of sprucing up than new suits of clothes; cans—because canned food is generally cheaper than fresh. From an announcement last week by the New York Coffee & Sugar Exchange, it appears that coffee may also belong in this special group. As it has in several depression years since 1929, U. S. coffee consumption last year set a new high. The 1938 figure was 14.38 lbs. per person, up 1.34 lb. since 1937.

There are other explanations—that Prohibition gave coffee drinking a big boost, that high-pressure advertising plus...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!