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.

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Beat Those Biscuits

QUESTION: I live in South Carolina, though I’m not a native. Recently, I attended an estate sale at an old farm. Out of all the items for sale, I bought an old clunky table that looks like it may have been used for baking. It stands higher than a regular table and has a hinged top under which is a rectangular stone block. What can you tell me about this table?

ANSWER: It seems that you stumbled upon an old biscuit table. These specially made baking tables were a stable in 19th-century Southern kitchens.

When people think of Southern biscuits, they imagine fluffy, buttery pillows of golden, flaky pastry made from White Lily flour. But these delicacies weren't always common fare on the Southern dinner table. Until baking powder came on the market in the late 19th century, most biscuits were unleavened and beaten.

Housewives and plantation cooks back then pounded the dough, Iayer upon layer, to make the otherwise tough dough flaky and palatable. Recipes in the 1850s required the dough be worked for at least a half hour. The work was so labor intensive that rhythmic pounding resonated from plantation kitchens in the early mornings. One neighborhood in Danville, Kentucky, along its historic Third Street became known as "Beaten Biscuit Row." According to legend, the steady pounding of biscuits from the outdoor kitchens of the houses lining the street greeted passersby during the 19th century.

Preparing biscuits was a tiring job, so cooks, who had to bend over their kitchen tables to knead and pound biscuit dough, needed a special table to save their backs. The result was a worktable of appropriate height at which they could stand and beat the dough into layers for the required 30 minutes. In the beginning, slaves on plantations probably made the first biscuit tables from wood. They were about three feet in diameter and four feet high.

The biscuit table, like the sugar chest, evolved into a furniture form as the 19th century progressed. Increased sugar production and the demand for candies in Creole New Orleans fostered the concept of using marble slabs to prepare confections. This worked so well that the idea crossed over to bread making. By the 1850s, biscuit table makers began incorporating slabs of marble, limestone and granite into the once simple wooden biscuit slab. Going one step further, they added hinged covers to the tabletop to allow dough to rest without fear of insects or other critters ruining a morning's labor. Like the beaten biscuit, itself, the biscuit table seemed to appear in Kentucky, Tennessee and Alabama, all of which take credit for its origin. Cooks in Louisiana used a related form to make candy confections.

Carpenters used mostly poplar wood to make plantation biscuit tables, though tables of yellow pine and walnut have been known to exist. Most biscuit tables that have survived are sturdy but crude in construction, with many having been fashioned from roughly finished lumber and square nails or pegs. The slabs or stones were generally of locally quarried limestone.

The biscuit table lost its usefulness with the invention of the beaten biscuit machine, a roller contraption cranked by hand much like that found on old wringer washers. This little device could be mounted onto the kitchen worktable or a cook could order one attached to a cast-iron table that could be delivered to a home. Factories in St. Louis commercially produced and shipped biscuit tables to eager housewives throughout the South.

It seems that by the beginning of the 20th century, the beaten biscuit had become Southern folklore, though still preserved in many old-fashioned kitchens of the day. But as the century progressed, southern biscuit tables were either destroyed or stored in barns.