Getting overheated over a Coldspot

Sears Spring / Summer catalog, 1954

In catalogs, major kitchen appliances will make women literally dance with joy. This housewife is doing the tarantella with a strawberry shortcake thanks to her Coldspot freezer. The cake must have been frozen along with the plate so they would stick together while she twirled.

Granted, 1950s’ new timesaving kitchen and cleaning technology could have been considered at least modestly life-changing. The adjacent page lists many “reasons why” a freezer (available in 2 styles and 6 models) “unlocked the door to easier, happier living.”

Gotta love the absolutely classic mid-century illustrations as well, like showing up with a 5-course dinner still wearing a pleated apron. (Worth clicking for a zoom-in.)

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Women’s complex relationship with gadgets starts at an early age, if the cover of this 1954 Sears catalog is anything to go by.

Little sister wears a priceless mix of worry, concern, and helplessness as she wonders if talented big brother’s screwing around with her tricycle will restore her ability to ride to the corner market for groceries.

Don’t worry, little sis. Mom has enough food in the freezer to last for months.