During the 1930s, 40s, and even into the 1950s, rationing changed the face of retailing in the UK. British citizens were no longer living in an age of plenty, scarcity became the norm.
The UK ration book contained coupons that customers traded in at the shop, and the shopkeeper sent them to the Ministry to be counted. Even the British Royal Family had ration books.
The UK’s Ministry of Food decided what a person’s basic needs were and set a weekly allowance accordingly. Tea, cheese, butter, margarine, bacon, porridge, wheat flakes, shredded wheat, lard, sugar and eggs were all rationed. Customers were limited by what the store had been supplied with. There was little choice and availability of goods might vary from week to week.
An adult was allowed one egg per week, 2oz. of bacon, 2oz. of margarine and 2oz. of tea. Lemons and bananas became very scarce and while oranges continued to be sold, greengrocers
used to reserve them for children and pregnant women, who had special rationing books. Bread was not rationed, nor was fish, but fish prices were controlled. Biscuits were measured out loose and sweets were rationed to 4oz. per week per person.
Prices were fixed by the Ministry of Food. Jam, bread and milk would cost the same whatever store you went to. This system – RPM (Retail Price Maintenance) continued for some goods until the 1960s. Clothes were rationed too, on a points system. Petrol was sold only for work and a permit was needed to obtain it.
In May 1942, an order was passed that meals served in UK hotels and restaurants must not cost more than five shillings per customer, and must not be more than three courses. In the same year, the Board of Trade laid down a Civilian Clothing Order to regulate the manufacture and distribution of clothing.
By rationing, the Ministry of Food achieved their aim of ensuring supplies lasted and there was enough to go round – just.
Rationing of food ended on July 4, 1954, 14 years after it began.
Contribution to Retail History
Rationing meant UK retailers had to sell the same goods at the same price, restricting competition and putting the brakes firmly on all the advancements that might otherwise have arisen. The lifting of rationing acted as a catalyst for innovation as UK retailers could again look forward to growth.