This chapter explores personal property and the desire for possessions as a dimension of private life in Nazi Germany. It examines the regime’s promotion of ‘German advertising’ as part of its drive against ‘Jewish’ business and asks how far, if at all, popular aspirations for consumer goods were accommodated within a dictatorship that was geared to a war economy at the expense of private consumption. It goes on to ask how far and with what arguments the regime in wartime encouraged private saving, and it shows that the promotional material used by savings banks often encouraged private saving using arguments – even in wartime – that focused less on patriotic duty than on personal dreams of material possessions. In promoting wartime saving, the regime thus in many respects continued its pre-war encouragement of private consumer aspirations, even if such aspirations were largely deferred.

This chapter examines the career of the novelist and advice columnist Walther von Hollander during the Third Reich, setting it in the context of his longer career before and after Nazism and in particular his prominence as an advice columnist in post-war West Germany. It argues that von Hollander’s books and letters to his readers during the Nazi period contained an ambivalent mix of messages. On one hand, he promoted the idea that individual personal happiness could be achieved during self-optimisation and conscious effort applied to personal relationships. This notion, characteristic of contemporary Western societies, was not specific to Nazism. On the other hand, his advice was also tinged with elements of Nazi ideology that promised to dissolve and eradicate the disappointments associated with individuality through an orientation towards the wider community and the nation.