Building a Market : The Rise of the Home Improvement Industry, 1914-1960 Hardback

Each year, North Americans spend as much money fixing up their homes as they do buying new ones.

This obsession with improving our dwellings has given rise to a multibillion-dollar industry that includes countless books, consumer magazines, a cable television network, and thousands of home improvement stores. "Building a Market" charts the rise of the home improvement industry in the United States and Canada from the end of World War I into the late 1950s.

Drawing on the insights of business, social, and urban historians, and making use of a wide range of documentary sources, Richard Harris shows how the middle-class preference for home ownership first emerged in the 1920s - and how manufacturers, retailers, and the federal government combined to establish the massive home improvement market and a pervasive culture of Do-It-Yourself.

Deeply insightful, "Building a Market" is the carefully crafted history of the emergence and evolution of a home improvement revolution that changed not just American culture but the American landscape as well.