Montgomery Ward
You Can’t Go Wrong When You Deal With Montgomery Ward
Montgomery Ward, 1920
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That was the slogan used by the famous mail order house, Montgomery Ward since its early days. The business was launched in Chicago in 1872 by Aaron Montgomery Ward, but it had had a rocky start when the entire stock (which had been kept in a loft over a livery stable) was incinerated in the Great Fire of Chicago in 1871. Undeterred, Ward pursued his aim of creating a niche market in the retail industry by using the (then) entirely novel method of mail order to undercut his rural competitors. The illustration on the left is taken from their 1920 catalogue, and it shows the remarkable progress they had made, from the humble "The Begining" to their giant stores in Chicago, Kansas City, Fort Worth, Portland and St. Paul. |
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1909: a free-teacup
Groceries were popular items in the Montgomery Ward catalogues (although their "most-sold" item was actually the sewing machine). This clip from the 1909 catalogue offers a free Japanese tea cup and saucer to the customer who bought a 5lb cannister of tea. Note the "CAUTION" - "The Japanese Tea Cup and Saucer are packed inside tea canister. Unwrap carefully." |
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Whisky but not Wives Montgomery Ward wasn’t the first mail order business (smaller specialised firms were already in being), but it was the first to offer a wide assortment of goods. And what an assortment it was! For example, in 1875, in addition to purchasing clothes and general housewares, you could also have bought a 6 gallon keg of 100% Rye Whisky. A further slogan was added that year - “Satisfaction Guaranteed Or Your Money Back” – with a view to erasing the concerns some customers felt about mail order. The whole purpose of the Montgomery Ward Mail Order catalogue business was to make it as easy as possible for the customer to shop with them. This extract (right) from Montgomery Ward's 1916 catalogue says it all: just sit in your easy chair with no salesmen to badger you - no crowds and a huge array of goods to peruse. Anecdotally, Ward treated his customers as if they were his friends, and he would write to them asking their opinions on what items to include in his catalogue. In “City of the Century” (Donald Miller) it seems that Ward received letters from parents “asking help in finding runaway boys or babies to adopt”. One man even wrote “As you advertise everything for sale that a person wants, I thought I would write you, as I am in need of a wife, and see what you could do for me.” Apparently Ward wrote back suggesting that it was unwise to select a bride by mail, but adding that if he did find himself a bride and needed to furnish his home, then Ward’s mail order catalogue would be of help. |
Montgomery Ward - makes Shopping Easy!
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Mail Order was clearly a successful way of selling, and in our unique "Sell it to me!" feature, we show how various firms used it - firms such as Lee Manufacturing, Perry G Mason and the famous Sears Roebuck in the USA, and Foy and Gibson in Australia.
Carnival Glass on offer, 1916
It comes as no surprise to learn that the mail order house that had pretty much everything for the home also sold Carnival Glass. In 1916, among the black and white pages of illustrations featuring glassware and china, a golden gleam appeared. Imperial’s Lustre Rose water set and table set and open Rose (in reality the same pattern) berry set. All illustrated in glowing colour, and priced at 89 cents for the four piece table set, 98 cents each for the seven piece water set and seven piece berry set - as shown in the composite picture below.
The entire catalogue page is reproduced full sized on a separate page to show just how big a range was on offer from Montgomery Ward.
Carnival Glass on offer, 1916
It comes as no surprise to learn that the mail order house that had pretty much everything for the home also sold Carnival Glass. In 1916, among the black and white pages of illustrations featuring glassware and china, a golden gleam appeared. Imperial’s Lustre Rose water set and table set and open Rose (in reality the same pattern) berry set. All illustrated in glowing colour, and priced at 89 cents for the four piece table set, 98 cents each for the seven piece water set and seven piece berry set - as shown in the composite picture below.
The entire catalogue page is reproduced full sized on a separate page to show just how big a range was on offer from Montgomery Ward.
Imperial's Carnival in Montgomery Ward catalogue of 1916
The Lustre Rose water set (centre) gives us a great opportunity to follow the glass right through from maker to customer.
Lustre Rose water set, marigold
Above left is the actual Lustre Rose water set in marigold. On the right is an ad from a 1916 Butler Brothers catalogue showing that the set was available (along with Imperial's Tiger Lily) for 62 cents - that was wholesale.
Below left is the set as it appeared in the 1916 Montgomery Ward catalogue, when it was offered for 98 cents retail, and on the right is a Lee Manufacturing ad from c1915 that offered the set for $1.50, perhaps proving the point that Montgomery Ward was very price competitive! |
Butler Brothers wholesale ad, 1916
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Montgomery Ward retail ad, 1916
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Lee Manufacturing retail ad, c1915
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Carnival Glass on offer, 1920
In 1920, a different offering appeared, which is very interesting in itself. Unlike Butler Brothers catalogues (which were wholesale catalogues for the trade) where the glass items were grouped into individual makers’ offerings, the Montgomery Ward selection of “Iridescent Glassware” featured items from two different makers within the same block ad. The majority of the items offered in the 1920 Montgomery Ward selection was from Fenton, but interestingly, a Dugan/Diamond piece was also featured. The ad shown here on the right, features three Fenton items: Two Flowers - a 10 inch footed bowl, described as having “purple iridescent coloring”. Note it is described as a “Footed Nappy” – we tend to use the term “nappy” today to describe the smaller bowls. The cost of this bowl was 69 cents in 1920. Orange Tree - a large 14-piece Punch Set, described as being in “golden iridescent colors”. The cost of this full set was $2.98 in 1920. Grape and Cable - a large, 11 inch wide, footed fruit bowl, described as being in “Royal purple iridescent coloring” and “mounted on three artistically formed feet.” The cost of this large bowl was $1.45 in 1920. The Dugan-Diamond item featured was the large Peach and Pear * oval bowl, described as being “in beautiful iridescent colors. Length 12½ inches. It cost 98 cents in 1920. Over the next three years, several of those items were still on offer through Montgomery Ward’s mail order catalogue. The prices fluctuated, for example, the Orange Tree punch set went up by a dollar to $3.98 in 1921, then down again to $3.48 in 1922 where it stayed when it was also advertised in 1923. The Dugan/Diamond Peach and Pear bowl went up to $1.25 in 1921, then back to 98 cents in 1922 and 1923. * sometimes called Apple and Pear |
Montgomery Ward catalogue, 1920
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Two Flowers ball footed bowl, amethyst, Fenton.
Grape and Cable fruit bowl, amethyst, Fenton. Seeck Auctions
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Orange Tree punch set, marigold, Fenton. Seeck Auctions
Peach and Pear banana boat, marigold, Dugan-Diamond. Seeck Auctions
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