It was in Texas that self-storage originated, in the 1960s. The industry has flourished since then, and the United States now has 2.5 billion rentable square feet, at least 90 percent of such space in the world; over the same period, the average size of an American single-family home nearly doubled, and the average number of occupants fell by a quarter. This suggests that self-storage was not an inevitable convenience but something else, perhaps an indicator of national psychopathology…
Millennials, it is often reported, are uninterested in their boomer parents’ abundant accumulated possessions. Might this hurt the storage industry? They also have the highest storage use of any generation, with one fifth of households. (Millennials, and city dwellers, are also likeliest to choose the inscrutable survey response of having “personally experienced” “living in their units.”) Another idly theorized threat to the storage industry is the success of Marie Kondo’s book The Life-Changing Magic of Tidying Up. The idea seems dubious: consumer storage use recently reached 10 percent of U.S. households, and if anything threatens the business, it would be the pandemic, which appears to have spawned vacancies and depressed rents. It is plausible, however, that a number of Americans attempted a Kondo purge—getting rid of possessions that failed to spark joy, often thanking them for their service before relinquishing them—but wound up storing those things. Since Kondo’s sensibility derives from both Zen’s ideal of nonattachment and Shinto’s respect for the animate dignity of the “inanimate” world, it would be an acute irony for these objects to become imprisoned, like the diverse species of Japanese undead, in a state of irresolution.
Even as Americans have the largest new houses on average in the world and may purchase these homes to store their stuff, many need even more space. There are multiple reasons for this: an emphasis on consumerism; difficulty in parting with objects; lots of land for self-storage as well as relatively low costs for storage; disposable income. Kicking the acquisition cycle can be hard to do.
Two additional thoughts: some argue Americans consume to show off or display their status. But, using self-storage is truly a private act. If items are stored there, they cannot be at your home or in your yard or on hand to use.
Second, if only 10 percent of Americans are using self-storage, there is more money to be made! Imagine a country where tiny houses become more normal but people cannot part with all of their goods and need to store them somewhere. Or, as noted above, Baby Boomers cannot interest their family in all they have accumulated and resale stores and markets are flooded with too many items. Or, some fancy self-storage system where drones find and deliver goods when owners want them.