The sad little junk store on the island is closing. Even though I am a thrift store devotee, I do have standards, and I'm sorry to say this particular establishment had all the cons (weird smell, crappy stuff) and none of the pros (hidden treasures!) Everything is going for a dollar or less though, so I did stop in the other day after my neighbour said she had spotted a gorgeous christening gown there. Alas, the christening gown was polyester, but I was through the door and felt obliged by the shopkeeper's brave smile to buy something, anything. I picked up a few sewing notions and some vintage craft magazines, even though I have been trying to divest myself of the box of vintage craft magazines that is taking up some valuable real estate in the storage closet.
But a look through the pages of the Fall-Winter 1971 McCall's Needlework and Crafts did deliver up some clues as to why the whole handcraft sector crashed and burned so badly later in the decade. Women returning to the workforce may have had nothing to do with it.
The Editorial in this issue has some fascinating information about the magazine's readership. They surveyed 50,000 readers and found that 85% were married with children, 48% were under 35 years of age, and a whopping 94% sewed for their family or home. Incredible how things changed in a short time.