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In the 1920s, the consumer era primarily benefited urban, middle-class white Americans, while several groups were largely excluded. Rural populations, particularly farmers, faced economic challenges and were not integrated into the consumer economy. Additionally, African Americans, especially in the Jim Crow South, and many immigrants faced systemic barriers that limited their access to consumer goods and services. Women, despite gaining some freedoms, often encountered societal restrictions that hindered their full participation in the consumer culture.

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