Product Premiums—An Idea Whose Time Had Come

QUESTION: My grandmother has what she calls a “Larkin” desk. It doesn’t look like a normal desk but more like a tall oak bookshelf with a drop-down writing surface. She remembers her parents acquiring it around 1911.  Can you tell me more about it?

ANSWER: One of the most popular items from the Larkin Company was the drop-front combination bookcase/desk, also known as the Chautauqua desk. This desk became a common piece in homes at the beginning of the 20th Century.

In 1875, John D. Larkin opened a soap factory in Buffalo, New York, where he made two products— a yellow laundry soap he marketed as Sweet Home Soap and a toilet soap he called Crème Oatmeal. He sold both products using wholesalers and retailers. Larking originally sold his Sweet Home Soap to street vendors, who in turn sold it to customers along their routes. By 1878, he had expanded his product line to nine types of soap products.




His brother-in-law, Elbert Hubbard, the eventual founder of the Roycroft Arts and Crafts Community, came up with what he called "The Larkin Idea"—door-to-door sales to private residences. To establish brand identity, Hubbard, inserted a color picture with the company's logo into every box of soap as an incentive for customers to buy more soap. Housewives accumulated and traded these picture cards, and eventually the cards became more elaborate. This concept of offering a gift directly to customers was a new approach to marketing. And by the 1890's, Larkin’s premiums had become an overwhelming success and a vital part of the company’s   marketing plan.

The premiums Larkin offered included handkerchiefs with toilet soap, towels with soap powder, or one-cent coins. Eventually, Larkin inserted certificates into the packaged products which could be redeemed by mail at the company’s Buffalo headquarters. A $10 order of soap resulted in the awarding of a premium with a retail value of the same $10. By 1891 he placed his first wholesale order of items to be given as premiums, $40,000 worth of piano lamps. The next year he acquired 80,000 Morris chairs and 100,000 oak dining chairs—all to be given away with the purchase of soap.

Larkin and Hubbard knew the key to mass merchandising was to eliminate the sales force and sell directly to the consumer via direct-mail catalog. Larkin realized he would be better off if he made not only the products he sold, but also the premiums he distributed. His pitch was that since he manufactured the products he sold, unlike Sears & Roebuck and Montgomery Ward and sold them directly to the consumer, he was eliminating the "middleman" and giving the customer better value for the money. The Larkin Company motto became "Factory to Family." By the end of the 19th century, catalogs jammed people’s mailboxes.

The plan worked. Both his product line and his premium line expanded. By 1893, the Larkin Soap Manufacturing Company was sending semiannual catalogs to 1.5 million customers.

His first venture was the furniture assembly plant in Buffalo that made furniture from parts cut and milled in Tennessee. Here for the first time was a major catalog distributor who actually made the furniture they shipped. Furniture was one of the company’s primary premiums. Since Larkin was appealing to the mass market, he made sure to offer furniture premiums that appealed to ordinary people and not the wealthy.

His most famous premium was his oak drop-front desk with open bottom storage, first appearing in the 1901 catalog, that the company gave as a premium for a $10 purchase of soap. Constructed of either cold or quarter sawn oak plank, assembled with nail and glue construction, with a golden finish, each desk featured applied ash or maple molding and trim and back panels of three-layer plywood. Better desks also had stamped-brass escutcheons and brass hinges on the drop panel. Cheaper ones had iron-butt hinges. A somewhat oval French beveled mirror finished off each piece. Variations included a glass front case with a drop-front desk attached to the side, two glass front cases with a desk in the middle, or simply a drop-front desk with a small open bookcase below the drop and candle stands above it, with a mirror in the high . This small desk reflected the taste and style of the Golden Oak period of American furniture in a form modest enough fit into any middle-class home.

This type of desk became "Everyman's" desk and was a common item in most homes of the period. It became a trendy decorating item and remained so for many years. People began to associate Larkin's name to the form, even though his wasn’t the only company to manufacture them, and so evolved what has become known as the "Larkin Desk." Today, Larkin desks sell on eBay for around $400 and sometimes higher.

John Larkin and Elbert Hubbard not only provided the means for a growing American population to stay clean at a reasonable cost, but they also helped them furnish their homes for free.

To read more articles on antiques, please visit the Antiques Articles section of my Web site.  And to stay up to the minute on antiques and collectibles, please join the over 30,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about  the Industrial Age n the 2020 Winter Edition, "The Wonders of the Industrial Age," online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques and More Collection on Facebook.

The Fair Where Electricity was the Star Attraction

QUESTION: I love to browse the small items found in showcases at antique coops and at flea markets. Recently, I came across a matchsafe with a cigar cutter that came fro the Pan-American Exposition in Buffalo, New York. I’ve never heard of this. Could you tell me more about it? Is this matchsafe something I want to hold onto?

ANSWER: You’re not alone when it comes to knowing much about this world’s fair. Unfortunately, all the hoopla about the technology exhibited at the fair was overshadowed by a traumatic incident—the assassination of President William McKinley. And while this happened towards the end of the fair at the beginning of September, it undermined the importance of this event.

For six months in the summer of 1901, all the world came to Buffalo, N.Y ,to see the wonders of the new century and to celebrate the unity of the countries of North and South America during the Pan-American Exposition. More than 8.3 million people came to the exposition. Visitors called it “Doing the Pan.” For most, it was the trip of a lifetime. For one person, President William McKinley, it was his last. While canals and gardens dazzled them, the midway seduced them. The buildings, covered in the new electrical lights, kept them in awe.
                   
President William McKinley was shot by anarchist Leon Czolgosz while he was shaking hands with visitors in the Temple of Music on the fairgrounds on September 6, 1901. He died eight days later.

Every country in the Americas participated. The exposition Vacant land at the northern edge of Buffalo was transformed into a Spanish Renaissance style wonderland. Electric light bulbs outlined all of the major buildings. The 391-foot Electric Tower alone boasted 40,000 bulbs. At dusk, visitors gazed in awe at the display of electrical lighting, a novelty at that time.

The fair’s theme was to unite the Americas. Prior to the opening, the exposition’s organizers held a contest for the design of the logo. Raphael Beck, an artist from Lockport, a city on the Erie Canal northeast of Buffalo, won the $50 prize with his entry. The logo featured a map of the western hemisphere. North America was depicted by a fair-haired woman and South America depicted by a dark-haired woman. The women joined hands to form Central America.

The Pan-American Exposition produced thousands of souvenirs which collectors seek today. Many souvenir items were made picturing the buildings and other features of the fair. The Electric Tower pictured on your letter opener was the tallest structure at the fair and often appears on souvenir items.   Many of the souvenirs were pans, said Boyd. One frying pan had a button on the side. When the button is depressed, the lid opens and one sees a tiny buffalo standing in the middle of the pan.

Many of the souvenirs were made of aluminum, a new metal introduced at the Columbian Exposition in 1893. By the time of the Pan-American Exposition, aluminum had become a major industry in nearby Niagara Falls. After President McKinley's death, people bought presidential memorials made of aluminum.

Among the most popular souvenirs were postcards, of which about 500 different ones have been identified. Pan-American stationery allowed exposition visitors to send letters. The Pan-American logo, with or without a buffalo, appeared on the envelope.



Nearly every day was a special day at the Pan-American Exposition, and sponsors of various ceremonies and special days sent invitations. Many of these invitations as well as the envelopes have survived.

Post offices sold special issue stamps in denominations of 1, 2, 3, 4, 5, 8 and 10 cents. These stamps weren't to be used as postage and had to be specifically requested by customers.

And visitors could find free samples of food or beverages or free souvenirs in the Manufacturers & Liberal Arts Building, free sample soap bars in the Larkin Building, free machine-woven ribbons, bookmarks, etc. These, in addition to free brochures and advertising cards, enabled those who could afford only the costs of getting to the Exposition to carry away remembrances of their experience.

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A Penny Saved is a Penny Earned

QUESTION: I’ve always liked cast-iron banks. I see them displayed on the counter at my bank—I’m sure these are reproductions. So when I discovered one that wasn’t too pricey in a local antique shop, I scooped it right up. The bank has its name, “Jonah and the Whale,” displayed in a panel underneath the figures of Jonah and the whale. How can I tell if the bank is authentic? And what can you tell me about this bank?

ANSWER: Cast-iron mechanical banks have always been a favorite of American collectors. Perhaps it’s because they recall our country’s heritage, but more likely because they’re cute in a clunky sort of way.

Collectors have sought after old mechanical banks for over 50 years because of their  nostalgic look at America’s past.
 
Mechanical banks began to appear shortly after the end of the American Civil War and the American public was eager to purchase them. At the time, a severe coin shortage occurred because people saved them. In fact, the situation got so bad that shopkeepers had to resort to using postage stamps to make change. Both the Union and Confederate governments began issuing paper notes to supplement their coinage and help relieve this problem. But people didn’t like paper money because it could become worthless quickly. Coins, on the other hand, would always retain the value of their metallic content.

So mechanical banks became a product of the times and their popularity remained strong well into the 20th century. Not only were they fun toys, but parents could effectively use them to teach their children the practical aspects of being thrifty.

The Shepard Hardware Company of Buffalo, New York, was probably the premier maker of cast-iron mechanical banks. Walter J. and Charles G. Shepard founded their company to produce various pieces of hardware, but in 1882, they began a sideline business making cast-iron mechanical banks. Charles was an inventor.

Shepard entered into the mechanical bank field in about 1882 and available information indicates they sold out their line of toy banks in 1892. The impact Shepard had on the mechanical bank market was astounding when you consider the fact they were able to design, patent, produce, and effectively distribute 15 high quality banks within a time span of only about 10 years.

Their banks sold for $1 each, but dealers could purchase them wholesale for $8.50 a dozen, or about 70 cents each.

All Shepard banks had these common features. First, their artistic paint jobs were unsurpassed for attention to minute detail. Unfortunately, the company didn’t use any primer coating to prepare the metal for painting, so the paint eventually flaked off their banks.

Second, each Shepard bank has its name embossed on one of the casting pieces. The name is generally in large bold letters located on the front panel of the bank. Other cast-iron bank manufacturers didn’t put the names of their banks on them. This resulted in many banks becoming known by names other than the ones originally given to them by their makers.

Third, each Shepard cast-iron bank is very heavy for its size. It’s almost as if cast iron was free and had no bearing on the production cost of the items.

In all, Shepard produced 15 different banks. They have become known for two in particular—the Uncle Sam bank (discussed in my blog from July 8, 2015) and the Jonah and the Whale bank. Charles Shepard received a patent for the latter bank on July 15, 1890.  The overall length of the bank was 10-1/4 inches.

Shepard decorators painted the side and end plates of the base with yellow corners, and the letters of the name in gold. They striped the edges of the bottom plate and top part of the bank in yellow and black and painted the water and waves realistically in light bluish-green with white highlighting. The whale is a dark green-black color with a red mouth and white teeth. The boat is an off shade of yellow with stripes of gold, white, blue and red. The robes on the two figures are red and blue, and they have white beards, flesh color faces and hands.

To operate the bank, a person would place a coin on the back of the figure of Jonah. Then the user would press a lever, recessed in the end plate under the rear of the boat. As the whale opened his mouth wide, the figure holding Jonah moved forward in the boat towards the whale. The figure of Jonah tilted downward as though entering the whale's mouth, but instead the coin flew off his back into the whale. Releasing the lever returned the figures in the boat to their original position. The whale’s mouth closed and re-opened as though swallowing the coin. The whale’s lower jaw continued to move up and down for several seconds after the action takes place. To remove the coins, the user would use a key to unlock a trap in the underside of the base.

In 1892, Charles and Walter Shepard sold their cast-iron savings bank business to J. & E. Stevens of Cromwell of Connecticut.

Today, original Jonah and the Whale banks bring very high prices—if they’re in mint condition. Unfortunately, most are not.

The Sweet Smell of Success

QUESTION: My grandmother has what she calls a “Larkin” desk. It doesn’t look like a normal desk but more like a tall oak bookshelf with a drop-down writing surface. She remembers her parents acquiring it around 1911.  Can you tell me more about it?

ANSWER: One of the most popular items from the Larkin Company was the drop-front combination bookcase/desk, also known as the Chautauqua desk. This desk became a common piece in homes at the beginning of the 20th Century.

In 1875, John D. Larkin opened a soap factory in Buffalo, New York, where he made two products— a yellow laundry soap he marketed as Sweet Home Soap and a toilet soap he called Crème Oatmeal. He sold both products using wholesalers and retailers. Larking originally sold his Sweet Home Soap to street vendors, who in turn sold it to customers along their routes. By 1878, he had expanded his product line to nine types of soap products.

His brother-in-law, Elbert Hubbard, the eventual founder of the Roycroft Arts and Crafts Community, came up with what he called "The Larkin Idea"—door-to-door sales to private residences. To establish brand identity, Hubbard, inserted a color picture with the company's logo into every box of soap as an incentive for customers to buy more soap. Housewives accumulated and traded these picture cards, and eventually the cards became more elaborate. This concept of offering a gift directly to customers was a new approach to marketing. And by the 1890's, Larkin’s premiums had become an overwhelming success and a vital part of the company’s   marketing plan.

The premiums Larkin offered included handkerchiefs with toilet soap, towels with soap powder, or one-cent coins. Eventually, Larkin inserted certificates into the packaged products which could be redeemed by mail at the company’s Buffalo headquarters. A $10 order of soap resulted in the awarding of a premium with a retail value of the same $10. By 1891 he placed his first wholesale order of items to be given as premiums, $40,000 worth of piano lamps. The next year he acquired 80,000 Morris chairs and 100,000 oak dining chairs—all to be given away with the purchase of soap.

Larkin and Hubbard knew the key to mass merchandising was to eliminate the sales force and sell directly to the consumer via direct-mail catalog. Larkin realized he would be better off if he made not only the products he sold, but also the premiums he distributed. His pitch was that since he manufactured the products he sold, unlike Sears & Roebuck and Montgomery Ward and sold them directly to the consumer, he was eliminating the "middleman" and giving the customer better value for the money. The Larkin Company motto became "Factory to Family." By the end of the 19th century, catalogs jammed people’s mailboxes.

The plan worked. Both his product line and his premium line expanded. By 1893, the Larkin Soap Manufacturing Company was sending semiannual catalogs to 1.5 million customers.

His first venture was the furniture assembly plant in Buffalo that made furniture from parts cut and milled in Tennessee. Here for the first time was a major catalog distributor who actually made the furniture they shipped. Furniture was one of the company’s primary premiums. Since Larkin was appealing to the mass market, he made sure to offer furniture premiums that appealed to ordinary people and not the wealthy.

His most famous premium was his oak drop-front desk with open bottom storage, first appearing in the 1901 catalog, that the company gave as a premium for a $10 purchase of soap. Constructed of either cold or quarter sewn oak plank, assembled with nail and glue construction, with a golden finish, each desk featured applied ash or maple molding and trim and back panels of three-layer plywood. Better desks also had stamped-brass escutcheons and brass hinges on the drop panel. Cheaper ones had iron-butt hinges. A somewhat oval French beveled mirror finished off each piece. Variations included a glass front case with a drop-front desk attached to the side, two glass front cases with a desk in the middle, or simply a drop-front desk with a small open bookcase below the drop and candle stands above it, with a mirror in the high splashboard. This small desk reflected the taste and style of the Golden Oak period of American furniture in a form modest enough fit into any middle-class home.

This type of desk became "Everyman's" desk and was a common item in most homes of the period. It became a trendy decorating item and remained so for many years. People began to associate Larkin's name to the form, even though his wasn’t the only company to manufacture them, and so evolved what has become known as the "Larkin Desk." Today, Larkin desks sell on eBay for around $400 and sometimes higher.

John Larkin and Elbert Hubbard not only provided the means for a growing American population to stay clean at a reasonable cost, but they also helped them furnish their homes for free.