DailyTimeCapsule brief
October 31, 1987
On October 31, 1987, the United States Postal Service unveiled a new look for its mail delivery vehicles, marking a significant shift in its branding strategy. This rebranding effort came during a period when the Postal Service was facing increasing competition from private delivery companies such as UPS and FedEx. The redesign aimed to modernize its image and appeal to a wider customer base while emphasizing efficiency. Additionally, the day was known as Consumer Saturday, a promotional event designed to encourage shopping and bolster the economy. As the nation prepared for the holiday season, retailers were eager to capitalize on the heightened consumer activity, reflecting the ongoing economic recovery in the late 1980s, characterized by growth in consumer spending and a decrease in inflation rates.
Key developments
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CONSUMER SATURDAY; THE POSTAL SERVICE'S NEW LOOK
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