For the past 10 years, I have been absolutely immersed in researching homes built from 1945 through 1963 — the classic, post-World-War-II baby boom years. And over the past decade — and the past two-to-three years in particular — there is no question that I’ve seen a major transformation in how mainstream media, real estate agents and — yes, prospective home buyers — view these homes. The original, high quality features… the architecture… and the wisdom of restoring, rather than gutting — yup, folks are starting to ‘get it’. To be sure, there is still serious work to do to showcase how smart appreciating and preserving these homes can be, but, we are well on our way, I am convinced. So, that gets me to thinking: What is “the next big thing”. The answer, of course: 1970s houses. And buckle your seatbelts, peoples, because I predict that the love train for 1970s architecture and interior design will be even bigger than for 1950s and 1960s homes. Why? (1) Sheer numbers. And, yes, (2) the sheer amazing style, too.
1. The Numbers: Long story short: There were more houses built in the 1970s — overall and as a percentage of population — than during any other decade in American history.
I am afraid this might bore a lot of readers, so I’ll keep this brief-ish. I have been doing research on housing growth, and this government report from 1994, is pretty informative. In one of the paragraphs above, it says:
The housing stock grew by more than 20 percent in the 1940’s, 1950’s and 1970’s. Growth rates less than 20 percent occurred in the 1960’s and 1980’s.
The largest increase, 19.7 million housing units, occurred in the 1970’s, despite three economic recessions within the calendar years from 1970 to 1980s. The net gain in that decade represented an average increase of about 2 million housing units per year. Demand for housing was high in the 1970s as the leading edge of the baby boom population entered household forming years, wellin the 24-to-34 years age groups.
It. Always. Happens. About 20 years after a housing style, with its attendant interior design style — booms — we Hate it. This goes on for a while. About 50 years after, a shift starts to occur. There is a new generation — the grandkids, typically — who have fond recollections of their grandparents’ homes, and embrace they style. They also can afford these “stylistically discounted” — “dated” — houses. In addition, the larger population — including designers — has the perspective to look back and appreciate the best of a style, and let go of the rest. The 70s housing re-boom is on a trajectory to start in earnest in about eight years… and leading edge design savants are already heading there.
The housing boom of the 1970s was even greater — numerically and as a percentage of population — than in the now-infamous bubble of 2000-2010. Note: I am creating my own Excel spread sheet (shown above)(I already see how I need to fix where the 1990s tally up, but I am fed up looking at this and need to take a break). There are reports and reports, with a variety of government agencies (BLS pre-1945, and Census 1945-on), and technical slicing and dicing, to puzzle through. My numbers may not match other numbers. Unless I find someone who has done just the kind of timeline-report I am looking for, I have a bit of a journey ahead of me. Nonetheless, I believe my spreadsheet so far is directionally correct. You get the point.
(2) 1970s style rocks. Of course, 1970s style is infamous, too. The more I research and write about retro design — the more I love it. I want it. I am collecting it. And I will be writing more and more about it leading toward the big boom to come.
MCM is Grand says
I must admit that I am not a fan of ’70s style, BUT…if its resurgence helps bring about the decline of the Cult of Granite Countertops, that would be groovy indeed!
Michael says
The Brady Bunch house still makes me weak in the knees! I grew up in 1970s backsplits and sidesplits, and while I don’t see buying one in the near future, I sure do enjoy visiting them.
Nancyadair says
I inherited my folks ranch built in 1969. It originally came with avocado appliances, and a green hanging lamp hung in the living room window. The family room had a mufti-stripped family room rug, dark paneling, and ceiling beams.The kitchen storage is minimal and cabinets are very dark, and there is little natural or artificial light. The room sizes are too small for our traditional Queen Anne style furniture. I want to redecorate with sleeker furnishings. But still need higher legs for arthritic knees. When we move in at retirement, I imagine selling everything for furnishings to fit the house. We had to remove the dark paneling in the basement to deal with water issues, but now it is painted gold. Our son says it is ‘too 70s’– but we love it.
Robyn says
If you have innate style and taste, you can definitely make the mirrored wallpaper and brown, avocado and orange colors work. My main issue with the 70s homes is the quality of craftsmanship. There are many problems that if not already addressed will be expensive fixes for future owners such as shoddy electrical and slab construction with all the ductwork inside. I know this isn’t just a 70s issue, but in my opinion is a big one for the period. The quality of tilework, cabinets, etc. is pretty lame on average houses, too. Of course, those can be the kind of updates a new homeowner makes that bring the house into the 21st century.
Jane / MulchMaid says
Robyn, I agree about the construction issues. Regardless of style or general look, I would always prefer a 50s or early 60s home to a 70s home because of that very problem. As Pam has shown, there were so many homes built during that decade, and unfortunately, a significant percentage of them were poorly constructed and will cost their future owners more in repairs. Yet there were many well-constructed homes, so it’s up to buyers: get a good home inspector and put them through their paces!
laura says
I predict 1990 to be the cut off date for the interest in resurgence of styles, for the simple reason that there was no real style to my mind. (Though I am prepared to eat those words) I recall at that time subscribing to Victoria and being interested in things either floral or antique. Maybe the ‘country crafts’ look will come around again?
Is there something from the 1990’s or 2000’s-other than granite countertops and stainless steel- that is going to be memorable enough to revisit? Will I want to replace my now-vintage things with things colored in burgundy or forest green?
If you consider the clean-modern style of now, it so mimics what we saw in the 1960’s that its hard to see it as a unique style.
I used to shun the 1950’s ranch, but now love it, but I’m not sure I’ll ever be interested in a mcmansion tract home.
One thing I’ve started collecting from the 1970’s are decorative items are made of molded plastic. I have a ‘wood’ shelf, a ‘wood’ mirror, a set of three oval pictures of a mill. Possible would have been tacky in the 1990’s, now I think they’re a lot of fun.
pam kueber says
Laura, we did a big thread on design trends of the 1990s. Pretty fun! https://retrorenovation.com/2011/02/02/what-were-the-biggest-design-trends-of-the-1990s/
Jill Browning says
I’ll hop aboard that train! I grew up in a 70’s house and loved it. The tackier, the better!
Mick says
So if in about 8 years the 70’s is going to take off, does this mean we’ll see lower prices on 19-40’s 50’s and 60’s things? I realize its a hard question to answer, but I do recal a not so long ago time when stuff from the 40’s 50’s was just “Junk” and was in abundace and cheap… But then great shows like Mad Men and countless others styled after the early 60’s along with designers and Hipsters brought the good old things of yesterday back into the spot light. Your Thoughts Pam?
pam kueber says
Yes, prices will come down. Just like they did for Arts & Crafts after that re-boomed in the 90s. Prices skyrocketed for Stickley & the like. I am pretty sure they have come back down to more “reasonable” levels. In addition — and you see this happening today — contemporary manufacturers start making reproductions, so prices come down for the antiques.
BungalowBILL says
I feel that when an era is becoming popular with collectors and decorators, everything from that era sells for a higher price, regardless of quality. If it has ‘the look’ it sells. As the collector matures so does their taste. They look for the quality, they appreciate the difference in an item produced 2 years earlier than another. Common things languish while the rare continue to skyrocket in price after others have moved on to the next big thing. Some people are happy with a piece “almost exactly the same thing” that is available for a fraction of the cost. That’s a good choice for people that want to use the furniture hard and not be afraid of letting people set a glass down. But serious collectors are connoisseurs. They’ll always fight over the rare and important items.
Speaking of Arts and Crafts, recently there was an auction with 3 Gus Stickley Bow arm morris chairs sold within a 4 hr time frame. One sold for $17,360. The second for $5,890 and the third for $5,270. The difference in price was all due to subtle design changes made during the time the chairs were manufactured. The best will always bring a strong price.
Debbie Stieferman says
I couldn’t agree more with Jon’s post. Very well stated. In fact, as we already know, it’s about how companies market these 1970s colors. When a friend told me how she detested avocado, I asked her, “But do you like the color olive?” Truth is, avocado is still alive and well by today’s standards. It’s just called olive:)
pam kueber says
Yes, and it used to be called Sage. In fact, look at palettes today and the color is all over the place. Companies just seem to be tripping over themselves to not call it Avocado.
Thomas says
I’m a child of the 70’s, but I’ll be honest, I’m not wistful of the time period. There are some elements of the very early 70’s that I find interesting and I do love watching gritty detective movies especially those shot in New York City as that it where I first entered the world of the 70’s. But I’m not so sure I love the idea of an era correct 70’s house. I detest brass, and antique brass, shiny oak, and cheap paneling. Are you predicting a comeback of those gaudy couches with the pioneer and Conestoga wagon scenes on them? When I think back to my parents homes of the early 70’s I remember brown. Lots and lots of brown. My mom still decorates in brown.
Do you predict the split foyer will be come the sought after butterfly roof of tomorrow? I sure hope not. Actually now that I think of it, I hope so. Let that be the trend, and lets see people move out en masse of their beautiful 50’s and 60’s homes. It’ll leave more inventory for me to hoard.
pam kueber says
Construction materials that were “cheap” in the sense of “not well made” do not come back. However, knotty pine was “inexpensive” — yes, “cheap” — (relatively) in the 50s — and as long as the quality was there, I find it quite attractive and desirable. I also love split level houses — quite practical. Like I said: Time enables us to develop perspective. Some stuff will be deemed awesome and worth preserving. Some, not. And, some people will find some things more awesome than other people will.
chris says
I laughed at your post! I was born in 66 — my “kid-hood” was in the 70s.
Everything we had was brown — or beige — with touches of burnt orange.
I tell my husband that I must have some sort of trauma buried in my subconscious — something bad must have happened during the 70s. 🙂
Everything about that era gives me the heebie-jeebies.
One of my 70’s memories: kitchen wallpaper with bright orange, yellow and green MUSHROOMS!
Jon Hunt says
I am totally with you on 70s style. It *does* rock.
I always get this reaction when I tell people I have an avocado kitchen: “Oh, GAWD, avocado is SO UGLY.”
My question to them is always: “WHY is avocado ugly?”
When you ask someone to quantify why they find something ugly, they tend to panic a little bit. What makes a color *inherently* ugly? It’s impossible to put into words. “Well, because my grandma had that.” Well, obviously, *she* didn’t think it was ugly, right?
Truth is, you’re *conditioned* to believe certain things are ugly. It’s purely a by-product of what you’ve learned and picked up along the way. And as you said above, it goes in phases. The further away you get from a design trend, the more the conditioning and associations you’ve developed ABOUT that design trend get replaced with other associations, and your distaste disappears. And, as you said, new people come along WITHOUT that conditioning to appreciate what you don’t.
Certainly the color choices of the 70s — orange, avocado, harvest gold, brown — aren’t in and of themselves ugly. And believe me, first hand, they brighten up a room! And some of the other 70s design choices — big, bold geometric shapes, busy patterns, interesting textures like cork and dark wood — can also be applied in a highly attractive manner!
I can’t wait to see you write more about this, and I can’t wait to see people with 70s houses start building conversation pits and installing mirrored wallpaper!
pam kueber says
yup
Jon Hunt says
(sorry if you got like 10 of that post submitted to you — my network connection was being glitchy!!!!)
Guy H. says
What a FANTASTIC explanation of “ugly” color schemes! I love orange, avocado, harvest gold and brown!
I grew up in the 1970s-80s so my nostalgia is the 1970s houses. To me nothing makes me more comfortable than a room with wood paneling because that was what our den had when I was a kid.
I never heard the expression “conversation pit” but I have definitely seen them so thanks for giving me a google search term for it!
I have often considered what I would add on to my house if wanted to expand it. Perhaps nothing would be better than a room with a conversation pit!
pam kueber says
Guy, use my search bar – I have featured a few, although they do not all come up.
Paula says
I remember when I was young my mom’s kitchen was avocado green with copper handles on the dark brown cabinetry. She had really cute spring green curtains with orange and yellow accents. I still think it looked adorable. Liked it then, still like it today! I believe too many times people decorate to appease the masses but they should do what they love as far as decor and color. After all, you have to live with it everyday, not them. And if the 70’s color trends make you smile, then I say Go For it!