Today I started listing vintage magazine advertisements dating from 1947 in my Etsy shop . I noticed that although World War II was over, clothing rationing was still in effect two years after the war ended in the UK. Several of the ads gave the number of "coupons" it took to allow purchase of the item. Here are four as an illustration:
Rayne Shoe Company
Harpers Bazaar UK
October 1947
Etsy Listing #72763796
Simpson Buckle Blouse
Harpers Bazaar UK
October 1947
Etsy Listing # 72765982
Ballantyne Cashemere Sweater
Harpers Bazaar UK
October 1947
Etsy Listing #72766233
Harrods By-the-Sea Outfits
Harpers Bazaar UK
June 1947
Etsy Listing #72811472
Harpers Bazaar UK
June 1947
Etsy Listing #72811472
Due to the shortages induced by World War II, women had to use coupons to buy new clothes, cloth, footwear or knitting wool. These government-issued coupons were handed out at the beginning of the year and had to last until the end of the year. In 1941, women were given 66 coupons to use. By 1945, that number had dropped to 36 coupons a year. The government created rules for coupon use. For example, coupons could only be detached from the coupon book during the time of sale. Despite the coupons, some women were still too poor to afford new clothes.
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