Market Basket of July 23, 1981
Inflation! Shrinkflation! Grocery Prices in 1981!
You’ve
probably heard this phrase lately:
Inflation
is the highest it’s been since 1981.
You’ve
probably heard it a lot.
You’ve
also probably heard this word: Shrinkflation.
That’s
a way to disguise inflation: keep the price the same while shrinking the size
of the box or the bag.
You might
have been trying to remember: What were prices like in 1981.
I’m
here to tell you.
Starting
in 1978 and continuing on into the 90s the Kingsport Times-News ran a
monthly feature called Market Basket. The newspaper picked ten staples of the
grocery store and checked the (usually increasing) price each month at three
local unnamed grocery stores.
(Probably
Oakwood, Giant and Kroger, the big 3 in Kingsport in 1981.)
I printed
out the Market Basket for July 1981 – that famous inflation year – and took it
to my local market to compare prices. I picked Walmart for two reasons: Walmart
is now the nation’s number one grocery store, by sales, and the local Walmart
is also the nearest grocery store to my house. (And all right turns!)
Here's
how today’s prices stack up to that Famous Inflation Year of 1981.
First
the 1981 Market Basket:
Times-News
Market Basket of July 23, 1981
JFG
coffee 1 lb. bag - $2.09
Jif peanut butter 1 lb. 2 oz - $2.21
Cheer laundry detergent 3 lb. 1 oz. - $1.94
Parkay margarine 1 lb. - 61 cents
Milk 1 gallon whole - $2.00
Campbell’s
Tomato Soup 10 ¾ oz - 27 cents
Crest toothpaste 4.6 oz. - $1.35
White
bread 24-oz. loaf - 98 cents
Hamburger 1 lb. - $1.19
Delmonte
Pineapple 15 ¼ oz. sliced - 65 cents
Kellogg’s
Cornflakes 1 lb. 2 oz. - $1.23
Bounty
Paper Towels 85 sq. feet - 84 cents
The newspaper
also added two non-grocery items to its Market Basket:
Gas 1 gal regular - $1.35
Mortgage 10 percent down - 16.25 percent
Now here’s
how that compares to today’s grocery prices.
July
10, 2022 Market Basket
JFG
Coffee 1 lb. bag was $2.09 in 1981 – I
couldn’t find JFG in the store. I did find Eight O’Clock Coffee which was $14.54
for a 36-oz. bag and Dunkin’ Donuts Coffee which was $8.72 for a 12-oz. bag. Eight
O’Clock Coffee was originally the house brand at A&P supermarkets. (You can
buy JFG Special Blend at Walmart online – a 30.2-oz. can is $8.28.)
Jif
Peanut Butter 1 lb. 2 oz ($2.21 in
1981) – I haven’t seen Jif Peanut Butter on the grocery store shelves in
months. (There was a recall followed by another recall.) The closest I could find
was Peter Pan Peanut Butter. A 20-oz. jar was $3.72. (At Walmart online Jif is
listed as “out of stock.”)
Cheer
Laundry Detergent 3 lb. 1 oz. box ($1.94
in 1981) – Walmart had exactly zero powder laundry detergents. And no Cheer. Everything
was liquid. A 1.2 gallon container of Tide was $21.24. (Sidenote: Cheer was
Jerry’s favorite laundry detergent on “Seinfeld.”) You can get a 112 oz. box of
powder Cheer at Walmart.com for $12.47.
Parkay
Margarine 1 lb. package (64 cents in
1981) – No Parkay at Walmart. Imperial Margarine – which used to belittle
butter as the “high priced spread” in TV commercials – costs $1.48 for a one-pound
package.
Milk 1 gallon whole ($2.00 in 1981) – Store brand (Great
Value) was $3.86 for a gallon of whole milk.
Campbell’s
Tomato Soup 10 ¾ oz can (27 cents in
1981) – Here was a surprise. Campbell’s Tomato Soup still comes in a 10 ¾ oz.
can. But now it costs $1.72.
Crest
Toothpaste 4.6 oz. tube ($1.35 in
1981) – I don’t know how to make a direct comparison here. There are about 37
different varieties of Crest now. I found the bottom level economy variety, a
5.7 oz. tube, for $1.96.
White
bread 24-oz. loaf (98 cents in 1981) –
Again I went with the store brand, Great Value. A 20-oz. loaf was $1.00. If you
prefer a name brand, a 2-pound load of Merita was $1.92.
Hamburger 1 lb. (65 cents in 1981) – One pound was $4.57.
Delmonte
Pineapple Sliced 15 ¼ oz. can (65
cents in 1981) – It now comes in a 20-oz. can and it costs $1.48.
Kellogg’s
Cornflakes 1 lb. 2 oz. box ($1.23 in
1981) – Again a surprise. Cornflakes still comes in a 1 lb. 2 oz. box. It is
now called “Family Size” and costs $4.28. I might add that I don’t know anyone
who eats Cornflakes. There were far fewer rows than almost any other cereal –
only four rows, all on the bottom shelf, where adult cereals are usually
positioned. (Because adults, especially an adult who would eat Cornflakes,
enjoys bending over.) Kids’ cereals, the sugar-laden brands, are always at kids’
eye level. The cereal with the most rows and shelves, indicating it is the best
seller, was Cheerios. An added note: Kellogg’s Cracklin’ Oat Bran, one of the
most expensive cereals, took up only one row on one shelf. It could be the
poster child for Shrinkflation. It’s now only slightly bigger than a Cracker
Jacks box. Which makes me wonder how tiny a Cracker Jacks box is today.
Bounty
Paper Towels 85 sq. feet (84 cents in
1981) – Comparisons are difficult but I think the two-roll pack contains 88.3 square
feet (the package notation is f-squared, which I assume means square feet), and
costs $4.87.
Gas 1 gallon regular ($1.35 in 1981) – what did you pay
last week? Here in East Tennessee I paid $4.47.
Mortgage 10 percent down (16.25 percent) – NerdWallet says a
30-year loan with 10 percent down and good credit is 6.327 percent. (7.2
percent with bad credit.)
1992 Times-News Market Basket
Barber Vernon Winfrey (1933-2022)
Vernon Winfrey in 2000, a few weeks after I visited his barbershop in Nashville.
Vernon
Winfrey passed away last week at age 88. Most of the obituaries focused on his
famous daughter Oprah. But before Oprah was famous it was Vernon who brought
fame and honor to the Winfrey name. He was a Nashville barber and long-time city
councilman.
In 2000 I spent the morning with Vernon and his customers for a book I was writing
called “Do Bald Men Get Half Price Haircuts?”
Here
is what I wrote about Vernon.
A
Morning with Vernon Winfrey
Today's
barbershop discussion centers on manifest destiny. Sort of. The customer in the
center chair believes that it is not manifest destiny which brought a pro
football team to town, but too much emphasis on sports in society. "If
they'd quit spending all that money on sports and start spending it on helping
people…."
"But
people like sports, it brings them together," counters the barber at the
far chair.
There
is a pause hanging in the air, along with a puff of talcum that Vernon Winfrey
has just dusted onto his customer. Everyone is waiting to hear what Vernon
thinks. After all this is his shop.
"People
have got to help themselves," he says, in the slow, methodical manner that
characterizes everything in this barbershop on Nashville, Tennessee's
northside.
Vernon
Winfrey has been barbering in this spot for 34 years. "I rented from a man
for the first ten, then I bought it."
When
he started out his clientele was mostly white. "That's what the
neighborhood was then." But as the neighborhood changed, so too did the
customers. Now it is almost all black. "There's still a few white folk
come in, old customers, friends."
If
the name Winfrey seems familiar, it's because you see it on TV, every afternoon.
On his daughter's talk show. Vernon Winfrey's daughter is named Oprah.
When
I called the Tennessee Barber Board looking for interesting barbershops to
visit in the state, the first place the board secretary recommended was Vernon
Winfrey's.
"I'm
not really interested in a celebrity-dad shop," I told her.
"Oh
no, you don't need to go there because of Oprah. You need to go there because
of Vernon." It seems Vernon Winfrey was a name in Nashville long before
his daughter anchored the noon news there. "He used to be on city council.
He's done a lot of good in this community."
I
was in Vernon's shop a good hour before there was even any mention of Oprah.
It's not that Vernon avoids the topic of his daughter. He's proud, very proud,
of her. "This place put Oprah through college," he notes.
"People come in and say, 'Oprah's daddy ought to have a nicer place than
this.'"
Winfrey's
Barber Shop is a comfortable place, not run-down, not dirty, but comfortable. A
place where you could spend the afternoon. But not luxurious. "I guess I
should fix it up a bit but I don't have much time left. Besides they say if you
clean up, the rats will leave. Then I might not have any customers left."
Winfrey's
Barbershop is not plastered with Oprah posters. In fact if the folks at the
Tennessee Barber Board hadn't told me Vernon was Oprah's dad, I never would
have known from the décor. There are a couple of small family snapshots with
Oprah in them, but you have to go up to the mirror to tell. Mostly there are
political posters. although Vernon denies he is now or ever has been a
politician. He admits he was a member of Nashville City Council. "I was in
the political arena. But I was never a politician."
Vernon's
place is well-lit, with accent lighting around the ceiling. The accent lights
are hidden in what looks for all the world like guttering. Vernon says,
"When people ask me why I've got gutter in the shop, I tell them in case
the roof leaks, it'll catch the water."
A
yellowed newspaper on the back mirror, Hillbilly Times, a Gatlinburg souvenir
paper, proclaims, "Vernon Winfrey Named Tennessee's Best Barber."
Twelve-year-old
David is Vernon's protegee. When Vernon finishes with a haircut, David hops up
and brushes' the customer off. It's a courtly gesture, but this is a courtly
barber shop. In between brushings David pores over a car stereo catalog. He's
already car-shopping. This morning he found one in the paper for $200. A
customer warns him that if he buys one that cheap it'll take him the four years
until he gets his license just to fix it up.
Vernon
Winfrey was born in Mississippi, in a little town outside Starkville. He moved
to Nashville after he got out of the service. "I always cut hair, from the
age of 12 or 13; people would give me ten or fifteen cents." After the
service he took a job as a janitor at Vanderbilt University. "I tell
people I was the best janitor at Vanderbilt. They say, janitor? I say that job
got me to the next job."
He
was saving up to go to barber college in Memphis - "the only barber
college we had here was white. See that was before integration." Then the
man who owned the Nashville barber college decided to open a little shop to
train blacks. Vernon enrolled. "I didn't have to go to learn to cut hair.
I already knew how to cut hair. But I had to get my license."
Even
after he got his license he continued working at a uniform company. "I was
making $48 a week. One night I cut hair and made $15. That was cutting from 4
to 7. That Saturday I cut hair again and made $30. That's when I figured out I
could do better cutting hair full time."
And
that's what Vernon Winfrey has been doing ever since.
After
clipping my ear hair and spraying me with some of the sweetest tonics my scalp
has ever known, Vernon pulls the hair cloth off with a flourish. David races up
to brush me off and hand me my coat.
As I
leave, I can't help but admire the way I smell, the amalgam of the shaving
cream, the oils and the powders. When I meet my old college roommate Dan
Pomeroy for lunch a half hour later, I do something I never did when we roomed
together: I ask him to smell me.
He
declines.
Vernon in 1975, when he first ran for Nashville City Council. At the time Oprah was a local television reporter.