2 CDs with Hi Res Scans of 1890 Butler Brothers SANTA CLAUS Wholesale Catalog

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Seller: agaricus65 (2,003) 100%, Location: Owens Cross Roads, Alabama, Ships to: Worldwide, Item: 322463417680 This offer is for a set of two (2) high resolution CD’s with complete scans of every page in the original 1890 Butler Brothers SANTA CLAUS catalog, which will allow you to zoom in for the fine details of the engravings of the catalog offerings. The old catalogs of Butler Brothers of New York and Chicago are often used as reference materials for collectors of glassware, toys, dolls, and other antiques, to determine when a particular item may have first been offered on the market. According to the masthead on this catalog, the name “Santa Claus” was registered as a trademarked catalog title by the firm in 1886. Evidently the first catalog with this title had actually appeared in 1885. Butler Brothers started their mail-order wholesale business in 1877, selling a wide selection of general store items. In 1927 they followed a growing trend and founded a variety store franchise chain called the Ben Franklin stores. It is interesting to note that the largest retailer in the world today, Wal-Mart, can trace its origins to a Butler Brothers franchise. In 1945, Wal-Mart founder Sam Walton invested $25,000 in a Ben Franklin variety store in Newport, Arkansas. Another catalog title used by the Butler Brothers was “Our Drummer”, which reflects the firm’s strategy of using the catalog in place of a human sales force – the catalog itself is their drummer, or carrier of their sales pitch. "An Introduction of Historical Context" by Fred Kelso (copyright 2007) You are enjoying a high resolution scan of the 1890 edition of a wholesale Christmas catalog (called “Santa Claus”) from the firm of Butler Brothers, of New York and Chicago. Their old catalogs are often used as reference materials for collectors of glassware, toys, dolls, and other antiques, to determine when a particular item may have first been offered on the market. According to the masthead on this edition, the name “Santa Claus” was registered as a trademarked catalog title by the firm in 1886. As an amateur historian, I have learned quite a bit from a close reading of this catalog, and from follow-up research on Butler Brothers and some of the interesting terms and phrases in the text. In an article titled “Modern Jobber,” TIME magazine tells of the origins of the firm of Butler Brothers: “Butler Brothers originated in 1877 as a mail-order wholesaler selling general and variety-store items. At the turn of the Twentieth century, Butler Brothers had over 100,000 customers in the United States. The rise of variety stores, which were taking their market, led the company to found the Ben Franklin [franchise] stores chain [in 1927]. It sold this chain in 1959.” It is interesting to note that the largest retailer in the world today, Wal-Mart, can trace its origins to a Butler Brothers franchise. In 1945, Wal-Mart founder Sam Walton invested $25,000 in a Ben Franklin variety store in Newport, Arkansas. The Benson Ford Research Center of the Henry Ford Museum includes the following early Butler Brothers catalog editions in their online collection listing (ordered chronologically). Note that the first “Santa Claus” catalog appeared in 1885, the year before they received their trademark protection. The title “Our Drummer” reflects the firm’s strategy of using the catalog in place of a human sales force – the catalog itself is their drummer, or carrier of their sales pitch. Stationary notions, toys, & household furnishings with prices. by Butler Brothers. New York, N.Y. : The Company, 1870 [must be mis-dated since the firm only began in 1877]. Porcelain specials with prices. by Butler Brothers. New York, N.Y. : The Company, 1880. Vol 2 circular no. 37 catalog of 5 cent and 10 cent merchandise with prices. by Butler Brothers. New York, N.Y. : The Company,, 1880. 55th issue of household wares with prices. by Butler Brothers. New York, N.Y. : The Company, 1881. “Our drummer”. by Butler Brothers. [New York : The Company, ca. 1884] "Santa Claus" 1885. by Butler Brothers. Chicago, Ill. : The Company, 1885. "Our drummer" 82nd trip. by Butler Brothers. Chicago, Ill. : The Company, 1885. Cold weather arguments. by Butler Brothers. New York : The Company, 1885. “Our drummer”. by Butler Brothers. New York : The Company, 1886. "Our drummer" cold weather edition. by Butler Brothers. Chicago, Ill. : The Company, 1886. Wholesale provided merchandise for department stores, with prices. by Butler Brothers. New York, N.Y. : The Company, 1886. "Santa Claus" 1887. by Butler Brothers. Chicago, Ill. The Company, 1887. Dull season remedies. by Butler Brothers. New York : The Company, 1887. A Christmas gift catalog, with prices. by Butler Brothers. New York, N.Y. : The Company, 1891. This 1890 Christmas catalog mentions several products with the adjective “Electric” in their name (including regular wooden pencils –page 8), and there is also a mention of an “Exposition”. The term “Electric” may have been in vogue due to the fact that “in 1890, St. Louis was the scene of a national exposition featuring electricity. Electrical workers from around the country traveled to wire the booths, displays and decorations.” [Ref. They Dared to Dream, The 18-Part History of the IBEW, Thorn Pozen, 1991]. In the doll section there is also a “World’s Fair Doll” (page 4). This would refer to “The Exposition Universelle” of 1889, a World's Fair held in Paris, France from May 6, to October 31, 1889. This same page lists one of several “n-word baby” dolls, a reflection of the rampant racism of the day. The “zylonite” balls (page 11) would have been manufactured by “The American Zylonite Company, [which] was formed in 1881 to manufacture cellulose nitrate plastic products under a license from the British company, the Xylonite Company…The Xylonite Company was producing nitrated cellulose for molded products under processes developed first by Alexander Parkes, then Daniel Spill. The American Zylonite Co. was formed by Dr. Emil Kipper, a German chemist and L. L. Brown, a successful paper manufacturer who had in the late 1860s manufactured explosive caps for nitroglycerin in North Adams, MA. The company was formed in 1881 and built a factory between Adams and North Adams, MA at a place ever since known as Zylonite.” [Ref. , “The American Zylonite Company of Adams, MA, 1881-1991”, Plastics Distributor® & Fabricator Magazine, LaGrange, Illinois, Vol. 20, Issue 5, Sept/Oct., 1999]. Products such as lap robes, horse blankets, and whips (page 27) remind us of the fact that Americans were still driving buggies, carriages and othe rhorse-drawn vehicles exclusively in 1890. The catalogs’ selection of diamond rings includes, along with engagement rings, “Married Ladies’ Rings” and “Gentlemens’ ‘Oolah’ and ‘Boscobel’ Rings” (page 46). The unfamiliar titles of some of the new novels popular in 1890 are quite interesting, and include Queenie Hetherton, by Mary J. Holmes, A Wronged Wife, by May Agnes Fleming, and Infelice, by Augusta J. Evans (page 37). Catalog offerings of which I’m particularly fond include the “Santa Claus” mask for shop windows and holiday parties (page 19); the set of whisk broom holders in the shape of a cat, a dog, a mule, and an owl (page 21); the novelty soap called “Where Is Dat Dam Dog” – “represents a fat German, so portly, in fact, that he can not see the little pup which has taken up a position under his ‘balcony front’ [belly]” (page 24); the “Latest Novelty Combination Pin”, made of rolled gold plate in the shape of a Turkish scimitar and which, by pulling the scimitar handle, reveals a neat and practical glove buttoner (page 45); and the “School Girls’ Pride” pocketknives (page 47). Some articles written about Butler Brothers around 1890 lend some interesting historical context to this re-printed edition. From the American Storekeeper of December 25, 1888. ”The Department Store -- A Benefit to Mankind” Never in the history of the mercantile world has Anything created so radical a change in the methods of storekeeping as that of the Department Store System of the present day. The "Department Store" is the outgrowth of the cheap counter business originated by Butler Brothers in Boston about ten years ago. The little "Five Cent Counter" then became a cornerstone from which the largest of all the world's branches of merchandising was to be reared. It was the "Cheap Counter" which proved to the progressive merchant his ability to sell all lines of wares under one roof. It was the Five Cent Counter "epidemic" of '77 and '78 which rushed like a mighty whirlwind from the Atlantic to the Pacific, and all along its path transformed old time one line storekeepers into the wide-awake merchant princes of the present day. It was this same epidemic which made possible the world famed Department Stores of Houghton, of Boston; Macy, of New York; Wanamaker, of Philadelphia; and Lehman, of Chicago. To the casual observer the enormity of the volume of a year's business in this line may not be apparent, but from estimates procured from no less a reliable source that the great house of Butler Brothers itself, we learn that the surprising amount of $60,000,000 per annum is but a minimum calculation of the Sales of Department Stores' goods in the United States alone. The vast amount of good accomplished through the work of the Cheap Counter and Department Store is beyond calculation. There is no reader of these lines but should under obligation to the originators of this 19th century wonder for its results in bringing down the cost of more than ten thousand staple household articles to a "popular price" basis. It has enabled the poorest cottager to have a supply of working utensils at prices within her reach, instead of continuing the old method of making one article serve for a dozen uses. It has given the mechanic work, it has taught the business world the problem of quick sales and fair profits when combined with quantity purchasers. The mechanical labor on this class of merchandise is much greater in proportion to its monetary value than on any other production, and this business, when viewed from a labor standpoint, is one to be universally encouraged. Mr. Butler, of the well-known jobbing house of Butler Brothers, was asked by our representative to give him, if possible, the number of workmen required in the manufacturing of the enormous product which daily passes through this firm's hands, and it was shown that, including the 3,000 people in the manufactory of their staple and fancy goods in foreign countries, there were no less than 8,500 men, women and boys working every day in the on their wares alone. The cities and larger towns are rapidly being supplied with Department Stores. The merchants -- or rather far seeing ones - are learning that they must either take the initiative in this direction, or else leave the field open to some outsider, who may be looking for just such an opportunity and so ripe an opening. It is really astonishing to listen to Butler Brothers' recital of the many substantial successes made by customers with the smallest possible amounts of capital, in the Cheap Counter and Department Store Business. They tell us that in most cases the Department Store has grown out of a 5, 10 and 25 cent Counter beginning, and they mention the names of at least a dozen firms that had started but a few years ago with a mere nothing, and who, to-day, are rated at upwards of $100,000 each. We have quoted rather freely from Messrs. Butler Brothers in this article, and had we the space, we would feel justified in going still further by telling of the phenomenal growth of this estimable house, as well as the world famed business which it has created. We could preach a whole sermon with a text taken from their success on the "Possibilities of Printers' Ink as a Trade Solicitor," and our entire argument would be left with the single fact of the mammoth business of the house of Butler Brothers (New York and Chicago) having been done solely with the aid of their original "get up" in the shape of a price-list, called "Our Drummer," which they have been mailing free to all merchants during the past ten years, and that in ail this time they have never sent out a traveling man. Therefore, kind friends, take pride in the Department Store of your town and see to it that it is patronized in a liberal manner by rich and poor alike, and if the storekeeper be but the right sort of a merchant, and one disposed to build up a large trade by small profit inducements, you will soon discover that the town center has changed its base, and that the threshold of the Department Store is now the hub from which all people radiate. – Also, a biography of Edward B. Butler from Chicago and Its Resources Twenty Years After, 1871-1891, Chicago Times Company, 1892, p.170. "Edward B. Butler, of Butler Brothers, wholesale dealers in department store supplies, at 17 Adams Street , was born in Lewiston, Maine , December 6, 1853. When five years of age he removed with his father's family to Boston , Mass. He received his education in the grammar and high schools of that city. His father was engaged in the retail grocery business; and young Butler early acquired a taste for mercantile pursuits, by aiding his father in the store. At sixteen years of age he secured a position with a wholesale dry goods and notion house as bundle boy, and remained with this establishment for a few years. He was gradually advanced from one position to another until he reached that of traveling salesman. For five years Mr. Butler sold goods throughout the New England States and Canada . In 1877 he, in connection with his brother, engaged in business in Boston under the firm name of Butler Brothers. The firm did a modest business at first in notions and small ware. In 1878 it inaugurated among the retailers of America the “five cent” counter plan, which in a short time became very popular with merchants everywhere; and the business of Butler Brothers increased very rapidly as a result; they being the only house in the country carrying a line of goods suited to this class of trade. Another original idea of this firm was the issuing of a comprehensive catalogue, sending it out to its customers instead of employing traveling salesman. It still issues this catalogue, and has improved it in various ways until it is the most elaborate and comprehensive publication of its kind in America . Some idea of the circulation of this publication may be had, when it is stated that last year forty thousand dollars was paid for stamps for mailing the catalogue of the Chicago house alone. The two houses, that in New York and the one in Chicago employ about three hundred men. Mr. E.B. Butler, the senior partner of the firm, and the only member of the original firm now living, is a resident of Chicago, President of the company, and in full charge of the business here. He is also a director in one of the prominent banks, trustee in four different public institutions, and one of the directors of the World's Columbian Exposition. He is one of Chicago's most charitable wealthy men; one of his most prominent acts in a charitable way was the erection of a building containing a picture gallery, a reading room, and a branch of the public library, donating it to the Hull House settlement, which is located in the midst of Chicago's poor in the southwestern portion of the city. Mr. Butler was married in 1880 to Miss Jennie Holly, of Norwalk, Connecticut . They reside in an elegant home at 3420 Michigan Avenue." I hope that you will enjoy your own studies of this early American wholesale catalog, and that it will help you to understand the origins of our modern consumer society. Take particular note of the “$10.36” offering of Japanese goods in relation to the influx of cheap Chinese goods which has helped to make Wal-Mart a powerhouse retailer. Index: AccordionsAutograph AlbumsPhotograph AlbumsScrap AlbumsAlphabet BlocksArt SuppliesHoliday GoodsBaby Carriage RobesHouse BallsRubber BallsZylonite BallsMoney BanksGlass BasketsHoliday BasketsGlass Beads / BallsBird CagesBisque FiguresBlank BooksBuilding BlocksBooksJuvenile BooksBook and Shawl StrapsFancy Box PaperPlain Box PaperBrass GoodsBrass NoveltiesBread and Milk SetsWhisk and Hearth BroomsBrushesCandiesCanesPlaying CardsCarving SetsChairsChamber SetsCheckers and DominoesChewing GumsChina Bread and Milk SetsChina Cups and SaucersChina CuspidorsChina Fruit DishesChina MugsChina NoveltiesChina PitchersChina PlatesChina Shaving MugsChina Table Sets, 3-PieceChina Tableware, AmericanChina Tableware, ImportedChina Toys, 5-cent BoxChinaware, English printedChristmas CardsChristmas Tree CandlesChristmas Tree OrnamentsChromos – EmbossedCigarsClocksClocks, Flirt AlarmCoat and Hat RacksCombsConfessions Auto, AlbumConcertinaConfectioneryCurling IronsTurkoman CurtainsPocket CutleryDiamondsDollsRubber DollsDrumsDry GoodsFloor EaselsWire Easels“Electric” Brand PencilsEnvelopesFire AlarmsFlat IronsFountain PensPhotograph FramesFurniture SpecialtiesGamesGlasswareGloves and MittensGraphoscopes and StereoscopesGuns and RevolversHair Curler HeaterHair Oil, Bay RumDoll HammocksHand OrgansHarmonicasHolland ShadesToy HornsHorse BlanketsHouse Furnishing GoodsInk StandsJapanese GoodsJewelryPaper LampsLap RobesLeatherette NoveltiesLeather GoodsMarblesMasksPlush Match SafesMats and RugsMemorandum BooksPocket and Toilet MirrorsWall and Toilet MirrorsShaving MugsMusical BooksMusic BoxesSheet MusicNecklacesImported NotionsStaple NotionsOil PaintingsOptical GoodsPlush OrnamentsOil and Decorative PaintsPapeteriesParlor StandsPen and Pencil HoldersPerfumeriesPerfume Stands and BoxesToy PianosPicturesPipesPlush Jewel CasesPlush Manicure SetsPlush PaperteriesPlush Perfume StandsPlush Shaving SetsPlush Shoe SetsPlush Smokers’ SetsPlush Toilet SetsPlush Work BoxesPocket Books and PursesPocketbooksToy RattlesRifles and Shot GunsShotgunsRocking ChairsRocking HorsesRubber Dolls and ToysSad IronsSafesSanta Claus FiguresSanta Claus MasksSchool BagsScissorsScrap BooksScrap PicturesSewing MachinesShearsShell BoxesShopping BagsSilverine GoodsSilver PolishSilverwareSlatesSmokers’ GoodsSmokers’ StandsToilet SoapsSoap with WatchImported SpecialtiesSpectacles / Eye Glasses / EyeglassesBric-A-Brac StandsChild’s SwingDoll Toy SwingLadies’ Work TablesToy Tea SetsTen Pins / TenpinsThermometer and BarometerTinwareChina Toilet SetsToy Toilet SetsDomestic ToysIron ToysMusical ToysPenny ToysRubber ToysStaple Imported ToysTin ToysWood ToysToy TrumpetsToy TrunksVasesChina VasesGlass VasesViolinsBoys’ WagonsWalletsWall PocketsToy WatchesWhipsWhisk BroomsWhisk Broom HoldersWhite Diamond PolishWire BasketsWork TablesWriting Desks Writing Paper Condition: Brand New

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