Communist Bloc Consumerism, 1960s

From From Peoples into Nations: A History of Eastern Europe, by John Connelly (Princeton University Press, 2020), Kindle pp. 652-656:

When Nikita Khrushchev made his “hare-brained” predictions of the imminent victory of Communism in 1961, he directly invited competition with the West, blithely telling delegates of the twenty-second Party Congress that their country would attain a living standard within two decades that would be higher than that of any capitalist country. Part of his optimism stemmed from the belief that the command economy’s problems lay not in planning but in the crude methods of plan calculation; in the view of party experts, the increased use of mathematical methods and computerization would generate improvements in quantity and quality of production.

But the nature of the competition depended on what was meant by “living standard.” Capitalism featured an endless array of consumer goods: dozens of types of automobiles (in new styles every year); countless varieties of cheese, or bread, or sweets, or consumer durables; fashions of clothing for every imaginable taste—as well as tastes that advertising had made imaginable. Socialism would not replicate this dazzling variety, in part because the provision of luxury goods seemed to contradict the higher proletarian morality. East German Communists called the Western race to buy goods in the latest style “consumption terror.” But once the distortions of suppressing the consumer sector disappeared, what exactly was the right balance between the frugal self-sacrificing ethos of Stalinism and the boundless decadence of capitalist culture? How much living space did socialist citizens require: would families have their own houses, or would they share communal apartments? Did socialist citizens drive cars or ride together in buses? Would they share meals at large common tables in cafeterias or occasionally dine in restaurants? What would those restaurants serve?

These questions were new if not revolutionary. The founders of state socialism had not considered the regime’s purpose to be individual consumption of goods and services; they did not disregard consumption entirely but subordinated it to the building of Communism. State socialism was a society based on productive labor. Once it had transformed the workplace and created a set of modern industries producing wealth, distribution would take care of itself. Communism would be the bounty from which all other goods would flow. But now that Communism was fading to an ever-more distant future, functionaries found themselves focusing on distribution more than ever before. Social scientists have depicted the regimes not as “Communist” but as “centers for redistribution,” and dictatorships “over needs.” Yet the functionaries who dictated needs through the state plan still wanted to know what people desired.

In Hungary, state functionaries began their research during the Stalinist period, when employees in the Hungarian Ministry of Internal Commerce had quietly surveyed the preferences of consumers, asking questions about specific goods whose quality they hoped to improve. East Germany’s Communists studied consumption from within the Ministry of Trade and Supply, but also created an Institute for the Study of Demand in 1961, renamed the Institute for the Study of the Market in 1966.

Beginning in the late 1950s, state planners throughout the bloc conceived of their populations as “shoppers,” and small specialty stores gave way to supermarkets and department stores, with expanded assortments of “nonessential” goods, not only responding to, but in a sense, provoking demand. In 1963 the Luxus department store opened in downtown Budapest. It sold goods of exceptional quality, beautifully presented—often at exorbitant prices. After years of privation, window shopping was again an urban experience, and East Europeans began to differentiate products by quality, reflecting the “growing importance of consumer choice in constituting one’s social identity.” The state provided abundant information on how and what to consume, through advertising as well as advice magazines, whether the topic was home decoration, fashion, cooking, or cars. By 1973, advertising represented 3 percent of national expenditure.

...

Thanks to the reorientation toward consumerism, socialist industries produced wealth that transformed people’s lives. The number of Czechoslovaks with automobiles rose from 19 percent in 1970 to 47 percent in 1985; with refrigerators, from 70.1 percent in 1970 to 96.7 percent in 1985; with color TVs, from 0.8 percent in 1976 to 26.8 percent in 1985.22 In Hungary, the trend was similar: television subscriptions went up twenty-fold from 1956 to 1962, car ownership multiplied by eleven times from 1960 to 1970; and from 1960 to 1980, the number of apartments went up by 50 percent. In the 1960s, Hungary’s population as a whole “enjoyed abundant, nutritious meals for the first time in history.” The rising affluence was reflected in ever higher salaries, which in turn stimulated increasing consumption. The Hungarian government boosted incomes by 20 percent after the 1956 revolution, and then 3–4 percent every year until the late 1970s. In Poland, wages increased by 41 percent between 1971 and 1975; in Czechoslovakia, they went up by almost 20 percent.

Excepting some highly rewarded experts and a few “shock workers” held up as models, Stalinism had aimed at reducing everyone to a common standard. That time of “distortion” was over, but what would follow was not clear. People were rewarded not according to need (though basic needs were guaranteed) but according to the value of what they contributed. But how would a socialist state measure value? Under capitalism, physicians might earn twenty times as much as unskilled laborers; how much higher should their salaries be under socialism? If physicians’ salaries were too low, students might not endure the years of tedium and hard work required for a medical degree. But if the income the state plan budgeted for white collar workers was high, they might come to seem a leading class in a society where class distinctions were supposedly fading.

...

Ultimately, the regimes in question opted against significant differentials in income. The Gini coefficients (statistical measures of social inequality) of state socialist societies were the lowest on earth (the Czechoslovak figure was the lowest measured anywhere). The cream of the intelligentsia and members of the upper party bureaucracy had privileged access to goods and services, but, as we shall see in greater detail, this was modest in comparison with the advantages in consumption enjoyed by Western elites. In the 1980s, physicians and engineers in the Soviet Bloc had salaries not much higher than those of skilled workers, and sometimes lower. Still, gradations emerged, more strongly in Poland with its widespread unofficial or “gray” economy. The power of society to produce and reproduce differentiations by status—if not class—was something the regime did not fully control.