Wednesday, April 20, 2022

Appalachia and the Great Depression



The Great Depression is so named because of its widespread and devastating effects across the United States, and globally. The average American struggled to find employment, affordable housing, and food that was not severely impacted by inflation. For much of the country, the Great Depression began somewhere around Black Tuesday, when the stock market crashed over 25% overnight October 28-29, 1929. However, for much of Appalachia (the mountainous region extending from Pittsburgh, Pennsylvania down through northwest Alabama), the Depression began years earlier. Across the mountainous region, major industries and employers such as lumber, textiles, and coal floundered during the 1920s. The areas of Appalachia that relied heavily on coal mining experienced significant overproduction and lower wages than other industries. This trend was further exacerbated when coupled with the fact that most people relied on a self-sustaining or community-founded subsistence. The land had been overfarmed and overproduced for decades, similar to the land of the Southern Plains where the Dust Bowl intensified the Depression there. “Fifty years of industrial abuse of the environment and the lack of a scientific approach to agriculture and forestry had left much Appalachian land exhausted.”[1]

By the 1920s, many Appalachian families who had previously farmed small plots of land were forced to obtain sources of income outside of their property. This meant both men and women entered the workforce during this era. My great-grandfather, John Patton, was one of these men who sought to provide a steady income for his family by working in local mines. It would ultimately contribute to his emphysema and eventual move to New Mexico for the drier climate. However, in the 1920s, mining simply meant a means to an end. Papaw’s father had died very young, when Papaw was only 2 years old. The family was stable, but by no means wealthy. Living in the East Tennessee coal mining region, John Patton joined the ranks of his peers by working in the local mines such as Windrock and Cannon Creek. My great-uncle recalls an instance where the coal car got stuck on the track, and he and his teenage friends were all pushing with all their might to get it back on the correct track. He remembered Papaw just quietly walking up, pushing his back against the coal car, and using his knees and back to single-handedly push the car back on the track. He noted, “That was just how strong those miners were.”

 

Although mining opened up a new industry and job opportunities for many isolated regions of Appalachia, there were incredible pitfalls of the jobs. These included the aspects already mentioned, as well as the requirement to leave the household and farm for other family members to tend. Often, this fell to women and young children to perform all of the farm chores. Topping this off was a severe drought in the southern region of the United States in 1930. The overproduction of the land meant that many farms began to fail, or give less productive crop returns. The meager subsistence of mountain families over several years led to an increase in malnutrition and diseases such as typhus and pneumonia, while the isolated communities of the mountains lacked proper healthcare options.[2] Sadly, this was true of John Patton’s experience as well. Just a few short years prior to the widespread availability of penicillin, John and his wife, Mildred, lost their infant son. The causes listed on the death certificate—acute ear infection, diarrhea, and malnutrition—confirm the conditions of Appalachia during the Great Depression.



By the early 1930s, when other parts of the country were just entering the Great Depression, farmers and miners in the Appalachian regions were moving from the rural mountainous areas to larger cities in search of employment. This was the case for John and Mildred Patton as well. The couple had two children in the small community of Pikeville, TN, before moving their growing family closer to the city of Chattanooga. At the time, Chattanooga was a burgeoning leader of industry, centrally located along the Tennessee River. The city offered more income opportunities for both men and women, while the labor industries of the Appalachians were almost strictly reserved for men. Although John and Mildred would move the family back to the Appalachian county of Roane by the 1940 census, they were able to better provide for their children in urbanized areas throughout the Depression.[3]


**A crucial factor within Appalachia during the Great Depression was the Tennessee Valley Authority, created and passed during the Roosevelt Administration.

                  [1] “Impact of the Great Depression on Appalachia,” Encyclopedia.com (March 28, 2022), https://www.encyclopedia.com/economics/encyclopedias-almanacs-transcripts-and-maps/appalachia-impact-great-depression.

 

                  [2] Kisat, Courtney. ""to Give Or Not to Give:" Interactions between Rural Relief Clients and Social Workers during the Emergency Relief Period of the Great Depression, 1933 to 1935." Order No. 3588003, Southern Illinois University at Carbondale, 2013, 45-48.

 

                  [3] 1940 United States Federal Census, Ancestry.com Operations, 1940; Census Place: Roane, Tennessee; Roll: m-t0627-03929; Page: 13B; Enumeration District: 73-5.

 

Thursday, April 7, 2022

Economic Influencers of Tennessee

*This blog post is not concerned specifically with my ancestors or relatives, but rather the state and southern region in which they lived and labored.*

 

The early twentieth century produced new innovations in industry, agriculture, and retail. The first decades of the century saw the shift from a majority rural population to a majority urban population. [1] The growing towns and cities meant a larger number of citizens who needed to purchase food items. It also meant a wider variety of food that people desired to buy from local markets. Grocers and general merchandise store operators of the early twentieth century typically did the shopping for their customers, who would simply hand the clerk a list of needed items. Prices were not usually labeled, so one item may be given at a different price for two different people. 

 

In 1916, a young man named Clarence Saunders revolutionized the way grocery stores were structured. Moving from Clarksville, Tennessee, to Memphis, and working as a grocery clerk in several different stores, Saunders noticed the dwindling profit margin available to grocery owners because of the labor charges they were paying to clerks. He also realized that only one client was being served at a time, cutting into possible profits. Saunders decided to try a different approach with the grocery store layout and shopping structure. The grocer opened up a new retail grocery store that he named “King Piggly Wiggly,” the first store in the Piggly Wiggly Grocery store chain. The shopper was welcomed to the store by two turnstiles and rows of assorted canned and fresh food items, which they were free to choose and pick out on their own. They were then allowed to check out, although the store instituted a “cash only” rule, eliminating the loss of profit by allowing credit charge accounts.[2] Saunders called this the “cash and carry policy.”[3]

 

 

Saunders also changed the grocery industry by heavily marketing his stores. He wanted the Piggly Wiggly chains to be a household name, and carried popular brands and products, arranged in a way to maximize client interest in such products. This encouraged popular brands to clean up their own marketing campaigns. Saunders also engaged in outlandish promotions and entertainment events to encourage productivity. The year that he opened his first store he also advertised in a local newspaper that a beauty contest would be happening the following Saturday in his store, which led to a greater crowd that day.[4]

 


 

 Saunders further affected grocer and retail economics by lowering the prices within the store. Mike Freeman explains, “His self-service store required fewer employees than the traditional grocery store. That allowed Saunders to operate at a cheaper cost, saving him money. He wisely passed on this savings to the customer in the form of lower prices.”[5] Hence, Piggly Wiggly quickly earned the reputation for offering the lowest grocery prices in town.

 

By 1917, Saunders had applied for one of several patents for his design and organization of the grocery store. “1923, only seven years after he opened his first store, Clarence Saunders owned 1,268 Piggly Wiggly stores which sold $100 million in groceries. Saunders was a very rich man by the early 1920s. However, he also had a penchant for buying expensive items, big and small, demonstrated in the construction of his “Pink Palace.” Saunders also attempted to purchase a majority share of his company’s stocks after he allowed Piggly Wiggly to go public. According to Freeman, “To this day, his corner was the last corner recognized by the New York Stock Exchange.”[6]

 

Saunders was left financially crippled, and in 1924 he declared bankruptcy. His shareholders had forced him out of the business, but Saunders did win a legal suit to create a new grocery store chain in competition with Piggly Wiggly. Although his new chain, known as the Sole Owner stores because one judge supposedly informed Clarence Saunders that the only thing he was the sole owner of was his name, did relative well, it did not franchise to the degree that Piggly Wiggly did. Right as the stores began to thrive in the late 1920s, the Great Depression hit, deeply affecting the grocery store retail industry. Between a growing mountain of debt, and the struggle of the Depression, Saunders declared bankruptcy once more and closed his Sole Owner stores in 1933.

 

Saunders died of heart failure in 1953, and he seemed to leave behind no tangible legacy. However, his determination as an entrepreneur created a lasting concept that continues to this day. An article in The Economist has this to say about Clarence Saunders’ legacy, “As a business, Piggly Wiggly is now a shadow of its former self; it has only about 600 stores in 17 American states. But as an idea, it has conquered the world.”[7]



[1] Census History Staff, “Urban and Rural Areas,” U.S. Census Bureau, Dec. 8, 2021, https://www.census.gov/history/www/programs/geography/urban_and_rural_areas.html.

[2] Scarlet Miles, “Piggly Wiggly Supermarkets,” Tennessee Encyclopedia, Tennessee Historical Society (Oct. 2017).

[3] Ibid.

[4] Clarence Saunders, “Piggly Wiggly, The Most Beautiful Girl in the World,” Memphis News-Scimittar (Sept. 5, 1916).

[5] Mike Freeman, “Clarence Saunders: The Piggly Wiggly Man,” Tennessee Historical Quarterly 51, no. 3 (1992): 161–69.

[6] Ibid.

[7] "The Piggly Wiggly way; Schumpeter." The Economist, May 9, 2015, 64(US). Gale In Context: Biography (accessed April 8, 2022).

 

Appalachia and the Great Depression

The Great Depression is so named because of its widespread and devastating effects across the United States, and globally. The average Ameri...