Boomers Remember Things Costing Less Than a Dollar

Mister Boomer’s latest trip to the supermarket to get the ingredients for his delicious homemade chili sent him on a flashback when he found 26 oz. cans of tomato sauce for 48¢ each (with the supermarket bonus card, of course). Mister B, for one, longs for the days when every can and package — and even produce and some meats — were less than a dollar. He was wondering how long it has been since the price of practically every food item in the supermarket crossed the one dollar line.

In the Boomer Years, food items were often less than a half dollar. Prices for cans of Campbell’s Tomato Soup averaged 10-15¢ each fifty years ago, in 1968. The cost of a can of tomato soup didn’t reach the dollar mark until the early 1980s. The same is true for Nabisco Oreos — 45¢ for a 16 oz. pkg. — and Kellogg’s Corn Flakes –– 39¢ for an 18 oz. box. At the same time, bread was around 20 to 25¢ per 1 lb. loaf, and a dozen eggs were in the range of 60¢. Ground beef was less than a dollar a pound, and most fruits and vegetables were 20 to 30¢ per pound. However, there was one item that was more than a dollar in 1968: a gallon of milk.

The U.S. Bureau of Labor Statistics states that by 1968, inflation caused food prices to go up about three percent a year. This annual rise remained relatively steady until the end of the 1970s; between March of 1979 and March 1980, there was nearly a 15 percent rise in food prices, which accounts for many more things costing more than a dollar each as 1980 arrived.

Mister Boomer recalls going on shopping excursions with his father — the food buyer-in-chief in the Boomer household. When things were on sale, items were often four or five for a dollar. Since Mister B’s mom and sister liked Campbell’s Tomato Soup, the shopping team hit the jackpot when the soup went on sale, 10 for $1.00. Jell-O was another packaged food that Mister B remembers his father buying on sale at 10 for $1.00. It was a struggle to try to get the most desired flavors like cherry and raspberry since the shelf emptied out quickly, even though Jell-O was an economical dessert before any sales prices kicked in. Kraft Macaroni & Cheese was often 4 for $1.00, and Banquet Pot Pies could be purchased at 5 for $1.00. The same was true for cans of Del Monte Corn and Green Beans, Campbell’s Pork & Beans and a host of other packaged, bottled and canned foods that had become staples in Mister B’s household, like many other boomers’ homes.

Supermarket sales such as these were the thing that enabled Mister B’s father to afford the brand name products over the lesser-priced brands. There were still compromises in food purchases, though, such as Banquet Pot Pies. Banquet was a cheaper alternative to Swanson or Morton pot pies, introducing their frozen meat pot pies in supermarkets in 1954. To feed a boomer family of five for one dollar was a welcome change. Mister B heard stories of these other brands having great flavor, and, most notably, more meat and veggies. Mister B would not know about that, since the family had a financial loyalty to Banquet.

In the late 1950s and early 1960s, Mister Boomer’s mother would take the frozen pot pies from the freezer (usually chicken for the family), place them whole in their aluminum pans on baking sheets, pierce the tops of the crusts with a fork or knife and pop them into the oven. Forty-five minutes later, dinner was served. Mister B enjoyed his pot pies for the most part, though he always wanted more peas and chicken than was inevitably inserted. Then there was the matter of the crust. The top was always nice and toasty and crunchy, but the bottom could be anywhere from soft and mushy to outright uncooked. Mister B’s mother blamed the oven. Somewhere down the line, the company folks decided that an economical brand such as Banquet didn’t really need an entirely dough-enclosed pot pie and only the crust top remained. That solved Mister B’s bottom-of-the-pie dough dilemma, but the economical nature of the product was compromised in his view. The family noticed but continued to purchase the product, the prevailing argument being the price.

Fifty years ago, McDonald’s introduced the Big Mac. Hardly a supermarket product, it was, however, sold for 49¢. Little did boomers know how short-lived it would be that a wide variety of products would cost less than one dollar.

What products do you remember at prices less than one dollar, boomers? Did your family stock up on food supplies when there were supermarket sales that would offer four or five for one dollar?

Boomers Have a Cost-Effective Thanksgiving

It’s no secret to boomers and non-boomers alike that the cost of living continues to rise. Boomers, having been around longer, even revel in the fact that they can say, “I remember when…” to recount 10 cent Coca-Colas and 20 cent gallons of gas. Now, from the currently cobwebbed Good News Department, come reports that the cost of a Thanksgiving dinner is actually going down from last year’s high — to just under $50 to feed a party of 10 according to the annual Farm Bureau price survey.

This comes as a surprise to Mister Boomer. After all, on average virtually everything has risen in the past 50 years at a rate of approximately ten times what it was in the 1960s — everything except salaries, that is. The cost of housing, transportation, clothing and more have risen faster than the average weekly pay. Consequently, many boomers, including Mister B, pine for the days when a dollar would just stretch further.

In 1965, the median income in the U.S. was around $7,000, which more than doubled the median income in the 15 years from 1950. It was a boom time for the country, and it helped fuel the entire Boomer Generation. In 1960, the average cost of a Thanksgiving turkey — the biggest cost in the meal — was around 39 cents a pound. That meant a 20-pound turkey cost just under eight dollars. Add the cost of trimmings and the average cost of a Thanksgiving dinner in that decade ran between 20 and 30 dollars. That’s still a bargain when you consider that amounted to no more one third of an average weekly pay, and less than three dollars per person for a Thanksgiving holiday that is centered around the meal.

What boomer Thanksgiving would be complete without a jellied cranberry sauce that is shaped like the can? Today’s cost is between one and two dollars a can, where fifty years ago three or four cans could be purchased for the same dollar. Mister Boomer and Brother Boomer vied for the honor of opening the can of cranberry sauce every year. Mister B in particular enjoyed the slosh-plop as it slid from the can to a plate, ready to be sliced into thick medallions and eaten. It was the 1970s before Mister B was made aware that cranberry sauce could also be purchased with whole berries in a relish-like state. No can shape? Not very festive, now, is it?

In Mister Boomer’s household, generic brands were often purchased over national name brands. Mister B and Brother Boomer would, after taking off the top of the can, use the can opener to puncture the bottom so incoming air could facilitate the plop.

A survey of today’s national supermarkets shows the price of a turkey this year to be hovering around 60 cents a pound. Industry sources are stating that retailers are using the turkey as a loss leader, choosing to make their profit off the trimmings. Unfortunately for retailers, the trimmings have, for the most part, also dropped in price over their highest levels in the early 2000s. On the whole, most vegetables are lower while grains and some dairy are higher.

Boomers, now grandparents in a good many families, have helped shape Thanksgiving to the annual holiday-of-excessive-eating that we enjoy today. As such, regardless of their financial means, they are going to do their best to see that their families enjoy Thanksgiving as much as they did, lower prices or not. Nonetheless, if it really is true that we are spending less of a percentage of our weekly pay on a Thanksgiving meal than we did fifty years ago, then Mister B would have to say there’s one more thing to be thankful for this holiday.

Mister Boomer is thankful for your continued readership, and wishes you your very own can-shaped cranberry sauce this holiday. Happy Thanksgiving!

Boomers and the Cost of Living in 1964

Remember when you could pull into a gas station and add one dollar’s worth of gas into your tank — and actually get somewhere? Those days are long gone, but are another example of how much change baby boomers have witnessed over the past 68 years. It has been just that — 68 years — since the first baby boomer was born, and 2014 marks the year the last batch of boomers turn 50.

Looking back over the 50 previous years, 1964 was momentous, not only for Baby Boomers but also for history. Here are a few of the historical events that helped shape our boomer world 50 years ago:

  • Lyndon Johnson, after assuming the presidency when John Kennedy was assassinated in November of 1963, spearheaded his War on Poverty that laid the foundation for food stamps, Medicare and Medicaid.
  • The U.S. Surgeon General released the first report that concluded that cigarette smoking causes lung cancer.
  • The Beatles came to America.
  • The Feminist Movement was launched with the publishing of The Feminine Mystique by Betty Freidan.
  • My Fair Lady won the Academy Award for Best Picture.
  • The first G.I. Joe action figure debuted; so did the Easy-Bake Oven, the Frisbee and the plastic version of Mr. Potato Head.
  • Three students were killed in Mississippi while volunteering on a non-violent bus trip promoting an end to segregation.
  • The Mustang was introduced by the Ford Motor Company.
  • The Rolling Stones released their first album in the U.S.
  • With President Johnson leading the political movement for desegregation, he signed the Civil Rights Act of 1964 to prohibit discrimination on the basis of race, color, religion or national origin.
  • North Vietnamese ships attacked a U.S. destroyer in the Gulf of Tonken, prompting Congress to pass a resolution permitting President Johnson to engage in a full-scale war against North Vietnam without a Declaration of War.
  • The Warren Commission final report was issued, naming Lee Harvey Oswald as the lone gunman in the assassination of John F. Kennedy.
  • Dr. Martin Luther King Jr. was awarded the Nobel Peace Prize for his advocation of non-violent activism.
  • China became the fifth nation to successfully test a nuclear bomb.
  • In the Space Race, the Soviet Union launched the first multiple-person spaceship to orbit the Earth, while the U.S. launched the first space probe to take photos of the surface of Mars.
  • A dozen students burned their Draft Cards in a publicized event to protest the Vietnam War.
  • Students at the University of California’s Berkeley campus began protesting after they were told literature about desegregation was political and could not be distributed on campus. This sparked a Free Speech Movement that mushroomed into ongoing protests on campus, which then spread around the country.

Mister Boomer has written about many of these world-changing events, and will add more about 1964 this year. Nonetheless, boomers born in 1964 were too young to recall any of these events, naturally, but in a recent discussion with some boomers about to turn 50, Mister Boomer discovered that one thing that is endlessly fascinating to this last batch of boomers is the rise in the cost of living. They marvel at the stories told by earlier boomers, and how we could buy a gallon of gas for the change in our pockets. A look at this list from 1964 is mind-blowing, to say the least:

  • The list price of a new Ford Mustang was $2,368, slightly above the average of $2,250 for a new car
  • The average annual income was $6,080
  • The median price for a new home was around $20,000
  • The average price for a gallon of gas was 25¢
  • First-class postage cost 5¢
  • A loaf of bread averaged 22¢
  • Coffee was 79¢ a pound
  • A gallon of milk averaged $1.08
  • A telephone call from a pay phone was 10¢
  • A 26″ color TV averaged $379
  • Minimum wage was $1.15
  • Beatles albums had the list price of $5.98
  • Around 60% of the population smoked, and paid on average $1.60 per pack of cigarettes
  • The average movie ticket was $1.00


Today gas hovers around $4.00 a gallon; the average home price is a shade under $200,000 nationally; movie tickets are inching closer to $10 on average; a gallon of milk is nearly $4.00; and a loaf of white bread is just over $2.00 on average.

The shock and awe of the 1964 boomers with whom Mr. B spoke is understandable, as costs have averaged more than 10 times those of 1964 for some of the same common goods. It may be that since these boomers were parents later in life than their counterparts a decade earlier, they feel the pinch all the more. Kids have a way of impacting household budgets, and it would appear today’s kids more so than boomers did in 1964.

Mister Boomer vividly recalls 1964, and many of the prices of common goods. Brother Boomer would buy record albums on sale for around $3 to $4 dollars. By that time Mister B was mowing the grass for a couple of years, so when the lawn mower needed gas, a walk to the corner gas station with the 50¢ he was given could fill the two-gallon gas can that was stored in the basement. Those two gallons would last for several months of lawn mowing. As for most of the consumables, Mister Boomer would go food shopping with his father, but doesn’t recall giving the prices much thought, other than the family rule of no unnecessary purchases and go for the best deal. In between supermarket visits, the family got bread, milk — and his mother’s cigarettes — at a small store two blocks away. Sometimes he would go with a few coins from his mom to get bread or milk, while on other trips Mister B and his siblings could buy whatever they were sent to get, and the total would be listed by the store owner in a little black book kept by the cash register. At a later date, Mister B’s father would go to the store to pay the balance.

Will today’s kids look back on 2014 fifty years from now with the same nostalgia for “low” prices? What do you remember about the cost of living in 1964, boomers?