Oh were the days when the Winter edition of the Sears catalogue arrived in the mail, its pages smelling of ink and paper. The immense joy it brought to many of us while circling the newest toys or clothing items we wanted for Christmas. There truly was something for everyone. Many of our ancestors shared in this glory of scanning through a seasonal catalogue and marking desired items.
Mail order catalogues have been available across Canada since the 1880s. Rural residents anxiously awaited the arrival of the catalogue, which would come in the fall and the spring. These books were not only used for ordering goods but had a wide variety of uses. Young children searched the pages for illustrations of dolls, clothing, and furniture. After cutting them out carefully, the delicate pieces of paper were used as toys. Young boys often strapped old catalogues to their shins, utilizing them as goalie pads for hockey. One-room schoolhouses used the books to teach children how to read. Women scanned the newest editions to learn all about the latest fashion trends. Pages were crumpled and used as insulation in early homes. And finally, the book was used as reading material…in the outhouse, eventually making its way into toilet paper. As you can see, these bi-yearly books were very important in rural communities. They provided the homesteaders with a cultural link to the outside world, often stimulating the lives of the occupants.
Backus-Page House Museum was recently loaned an early catalogue from 1899-1900 called Our Silent Traveller produced by Stanley Mills & Co. Before we dive into the contents of the catalogue, let’s first discuss the beginnings of the Stanley Mills Company.
Stanley Mills & Co. of Hamilton Ontario got its start in 1888, initially as a small hardware business located on John and Jacksons Streets. A few years later the company expanded, selling dry goods, clothing, groceries, and china. Thus, making it Hamiltons earliest department stores. By the 1890’s, the company grew so much it relocated to 11-15 King Street East, where the store saw around 60,000 people walk through the doors each day. In January of 1903, the business caught fire, destroying the buildings. Within the same year, the establishment was rebuilt and reopened by August. The new and improved building was showcased in the Hamilton Spectator, and its size noted “Almost 2 acres floor space!”
The catalogue edition we have at the museum is a fall/winter issue, specifically No. 20. Stanley Mills & Co. shipped all across Canada from the west coast to the east coast. On the backside of the cover, it details a highly recommended but optional insurance for packages. Insurance was purchased for 5 cents which would be attached to the order. This was applied to every order whether it was shipped by freight, express, or mail. Not only did the insurance option ensure the packages’ safety during delivery, but it also covered the dealer from responsibility for any items lost or broken in transit.
There were several ways in which customers could receive their goods. First there were goods by post. This entailed orders weighing less than 2lbs. The postage on articles being 1 cent for each ounce. For example, if a package weighed 2lbs., it would cost 32 cents for postage and 5 cents for insurance if wanted. With this method, money had to be enclosed in the order. Goods by express entailed orders weighing over 2lbs. And under 30lbs. With this method of shipment, the charges varied based on the distance the goods were carried. Money for the transportation of orders did not have to be prepaid, it could be paid to the express agent upon package arrival. And lastly, there were goods by freight. This was used for large orders, such as those weighing 100lbs. There were two classes of rates with this method; first class and second class. The first class was for orders 100lbs or over, and the second class for orders less than 100lbs. The cost to send these packages depended on the city it was being freighted to. These costs also changed depending on the season. For example, in the summer edition, to have a package ordered to Chatham, Ont. from Hamilton, Ont. the first-class rate was 36 cents and for second class orders, 32 cents. The most expensive place to receive orders was Ashcroft B.C. with first-class orders costing $3.99 and second-class, $3.34.
For customers who lived quite far from cities, the company recommended Club Orders. Club orders involve two or more people ordering together to make up a shipment of 100 lbs. or more. This was a simple way to cut transportation costs. All that was needed to place orders with multiple people was to fill out the orders on separate sheets including the name and address of each separate person. The company parceled and tagged each order separately before enclosing the shipment in one case and shipping to one of the addresses that were provided. Discounts were also provided. The catalogue advertises a 2% discount on orders $25 to $50, 4% for orders $50 to $100, and 6% on orders $100 or more.
Now let’s talk about what kind of products were featured in these catalogues. Practically any item a person would need or want were in these books. Kids toys, pump organs, gardening tools, farm implements, household objects such as cooking utensils, carriage equipment, cobbler tools, woodworking tools, blacksmith tools, furniture such as writing desks, beekeeping materials, sewing machines, firearms, pocket watches and clocks, instruments, bicycles, toilet sets, games, stationary, clothing and more.
The most expensive item sold in this particular catalogue is the Model I Parlor Grand Organ, which cost a whopping $75. This is described by the paper as a “beautifully designed instrument, made only in solid walnut; large handsome overhead Music Cabinet, 2 beautiful, beveled plate glass side mirrors; a magnificent design; 5 octaves, F scale, 3 sets of reeds, 10 stops with grand organ and knee swell. Specifically guaranteed a good instrument. Shipping weight 400lbs. Price with instruction book and stool, $65.” All organs sold through this catalogue were manufactured by Goderich Organ Co. and shipped directly from their factory.
An interesting item listed which dates the catalogue is a ‘new invention’ called The Talking Machine.
“For $12 we have a first-class, reliable talking machine that will talk, laugh, whistle, pray, sing or stutter in perfect imitation of a human being. These machines are strong and durable, and thoroughly well made. With each machine we give one record free. Extra records are 50 cents each. Each machine is enclosed in a finely finished oak cabinet. The records do not wear out but can be used over and over again. Instructions accompany each machine, and any child can follow them. Price $12 with one record.”
Oh to experience the arrival of such an invention! We sure have come far since then. So, there we have it! The catalogue experience that we so dearly loved growing up was also a favourite pastime of our ancestors. From socks to carriages, mail order catalogues had everything you could think of! Not only did they provide goods, but they also supplied the nation with the newest trends, cured the feeling of loneliness and isolation felt by rural settlers, and of course made great toilet paper.
Thank you for reading this episode, we hope you found it interesting! Keep an eye out for new episodes every other week!