82 Years Ago
The advertisements in the December 2, 1943 Colorado Transcript showed Golden on a wartime footing.
The Safeway ad included a series of tips on handling food thriftily: come to the market with meal plans, and be prepared to make substitutions if your first choice isn’t available; serve fresh produce instead of canned, to save ration coupons; reuse your leftovers by making hash.
The Golden Mercantile urged husbands not to growl at their wives about the quality and quantity of food available. Uncle Sam himself explained, “It’s not your wife’s fault—it’s the war.”
Golden Service Station offered tire retreading services. New tires were tightly rationed and were almost impossible to get.
The Colorado Central Power Company offered one ray of sunshine amidst the wartime privations: “No points, no coupons, no rationing of electricity.” The ad went on to remind us that the government needed electricity for the war effort, so we should never waste it. “…be as careful with electricity as with coupons. Use all you need—but need all you use.”
