Jim Bradshaw
This is the weekend when retailers tell us we’ll never get a better opportunity to stock up on everything we’ll need this summer. That’s nothing new; it’s been that way for a long time. We’re just being urged to buy different things.
For example, a big ad by K. Schwartz and Co. in St. Martinville’s Weekly Messenger in 1901, reminded ladies that the store offered an impressive selection of summer parasols and “fine umbrellas,” and, while they were shopping for those it would be a good idea to look at summer-light handkerchiefs and lacy goods, all priced “as low as you can buy them in New Orleans.”
During its big sale in 1907, Abramson’s in Lafayette offered “Clothing at a Real Sacrifice,” including a variety of men’s shirts and women’s dresses, but also those much-wanted “rust-proof corsets” for only a dollar. Shoppers could also find sun-shades such as a Gloria umbrella for 89 cents and “Genuine John B. Stetson Hats” for just $2.98. Sorry, at those prices all sales had to be “for cash only.”
In 1913, the owner of Bennet’s Bargain Store in Opelousas reminded St. Landry Clarion readers that “the compelling force behind my advertising and the success of my merchandising exploits has always been the truthfulness of the one and the saving to the customer of the other.” That’s why they could believe that Mr. Bennett was offering his greatest sale ever, “with the biggest and best bought stock of any … summer season in … my twenty years merchandising in Opelousas.”
Silverman & Bernstein, “across from the picture show” in Franklin, promised in 1920, “We are doing our best to help keep down High Prices.” That effort included a 25 percent discount on the store’s entire stock of ladies’ and children’s summer hats, and Ladies White Canvas Shoes reduced from $5 to $1.98.
Martin’s in Welsh suggested to Rice Belt Journal readers in 1910 that “Summer Heat Calls for Summer Clothing,” and promoted “a full line of the latest and newest up-to-date Summer Wash Goods.” On the same page, Muller’s, “Lake Charles’ Biggest, Best and Busiest Store,” reminded Welsh shoppers that they didn’t have to leave home because of the store’s “prompt mail order system.” Muller’s also promised to pay express charges on all orders over $5.
Muller’s was still pushing its mail order system in 1912 (“orders filled the same day”), when G.P. Gerson, proprietor of The Signal Clothing Store in Welsh pledged in his summer sale ad: “Let us fit you out from top to toe and you will look just as well and for less money than you would if you had gone to the city for your goods.”
Weill Brothers in Abbeville told Meridional readers as early as 1905 that it gave “most careful attention” to mail orders and paid for the shipping on orders over $5. Ladies were told to “consult our Miss Feray” to find out why Weill was the millinery leader in southwest Louisiana.
New Orleans, not Lake Charles, was the rival city for the Henry Loeb store, advertised in 1917 as “Morgan City’s Fastest Growing Store.” Henry offered a Panama hat, usually $6, for only $3.50 during his summer sale, with the promise of “big reductions” on all straw hats.
That may have been enticing, but G.H. Morse & Sons in Jennings takes my prize for promoting Panamas.
“Summertime means hot, scorching days. when the lightest of wearing apparel is the only kind wearable, and it is in the matter of lightness that we wish to call your attention to our straw hats,” the ad in the Daily News began. “Almost gossamer in weight, they protect yet do not oppress the head. Of the most stylish mode, strong and durable, they offer in every way the most serviceable and delightful head wear.”
Then, to really beat the heat after a day of snapping up bargains in Jennings, readers were advised in the ad just below this lyric to lightness to drop in at the Royal Palace Confectionery, right near the clothing shops, where a refreshing ice cream soda cost only a nickel.
A collection of Jim Bradshaw’s columns, Cajuns and Other Characters, is now available from Pelican Publishing. You can contact him at jimbradshaw4321@gmail.com or P.O. Box 1121, Washington LA 70589.