Christmas Shopping, 1921 Style

Originally, Christmas cards were printed in postcard format and mailed without an envelope. Now, thanks to email, hardly anyone mails them, with or without an envelope, at all! --*Author’s collection*

Well, COVID or no, it’s that time of year—Christmas 2021.

And Christmas isn’t complete, of course, without decking the halls with boughs of holly, i.e., home decorating. Then there’s gift giving and meal preparation and, and, and, all pandemic permitting...

All of these require not just the time and trouble of planning and setting them in motion but....money.

So, today, to make things easier for you, I’m taking you back in time to December 15th, 1921 when (if we don’t factor in inflation) prices are cheap.

And to encourage you to shop locally I’m visiting only Duncan stores where you’re sure to find everything you and your family’s hearts desire. But be warned: you can’t use your credit cards—they haven’t been invented yet!

As for credit, period, well, that might be dicey if you haven’t already established a good working relationship with your grocer, butcher and general store.

Here we go...

* * * * *

In 1921 the big player in town, by far, is Cowichan Merchants, Ltd., The Store That Serves You Best, whose fine building is still with us a century later.

After Cowichan Merchants it became the David Spencer Ltd. Department store then Eaton’s.

A full-page ad in the Cowichan Leader is jammed with sales items, all of which show prices that make us drool today, particularly at a time when COVID, inflation and supply line problems are sending the prices of food and some commodities up, up and up.

The big centre headline announces that Santa Claus is coming and will visit the Merchants’ Friday afternoon of the 16th, 2:30-5:30. Free Empress (note the plug) tea will be served as will be Teller’s biscuits (also available, on Friday, for 50 cents per pound).

Two other specials are Jap (sic) oranges, 75 cents per box, and shelled walnuts, 65 cents per pound.

So let’s begin our search for gifts and goodies in the order they’re presented, beginning with gift suggestions in the dry goods and fancy goods department. Unlike today’s ads which invariably start with the lowest price as a hook then work up, this begins with the priciest and works down. We begin with pure linen tablecloths, napkins and round linen cloths with scalloped edges.

The table napkins with rose or shamrock patterns are 22x22 inches. A set that includes a tablecloth and a half dozen napkins is specially priced at $16. (Note: that’s a fair chunk of change in 1921; but we’ll compare then-and-now prices in due course.)

• Tablecloths of specially finished Irish cotton Damask, in several very good patterns, sizes 66x66 inches and 70x70 inches, $3.75-$6.00.

• A “fine assortment” of Damask table napkins, 18-21 inches square, $3.00-$4.00.

• Pure linen table Damask, 70 inches wide, $3.00 per yard.

• Cotton table linen with a special finish, 64 inches wide, $2,00 per yard.

• Several sizes of tapestry table covers, red and green in several sizes and patterns, $3.00-$7.00 per yard.

• Finally, hand and bath towels of cotton of linen, 65 cents and up.

Now to Ladies’ Wear and a wonderful assortment of blouses in Georgette, Crepe de Cherie, Habutai, Voile, Tricolette, wool taffeta, etc. There’s quite a range in prices, too, $2.00-$12.50.

• Ladies brassieres (I’m surprised they’re identified as such in that strait-laced age) range from plain cotton to lace and silk, 60 cents-$4.50.

• Ladies’ camisoles, silk, of wash satin and crepe de chene, all sizes, $1.35-$5.50.

• Ladies’ silk nightgowns are a flat $6.00 in that halcyon age before provincial sales tax and GST.

• Glove silk bloomers, pink and white, are $5.00 per pair.

• Tea aprons of Lawn and muslin, trimmed with embroidery and Valenciennes lace, 95 cents-$2.00

How many ladies, today, wear boudoir caps?

We’ve seen them in movies, sort of like an over-size tea cozy, but described as dainty by Cowichan Merchants, for 50 cents-$2.00.

How about “hole-proof” silk hose? In black, white, brown, dark tan, navy, champagne, smoke, and silver! (Sounds like something a frontier dance hall girls would wear—Ed.) Sizes 8 1/2-10 1/2, 95 cents-$2.00.

• Heavy Cape gloves, $2.00 pair; Trefousse kid gloves, $3.00 pair.

• Ladies’ and kids’ wool scarves in a big range of colours, $3.00-$6.00.

• Ladies’ silk scarves $2.00-$6.00.

• A wonderful assortment of ladies’ purses and handbags, 50 cents-$18.00. (That last price isn’t a typo but a lot of money in 1921.—Ed.)

• Ladies’ and kids’ handkerchiefs are all over the deck, from 10 cents-$2.25, some having pictures, some patterns, in colours or plain, embroidered or with lace trim “of all descriptions”.

But enough of that for a moment, let’s get down to the serious side of Christmas—candy.

• “Specially priced for quick sale” Pascall’s Chocolates—toffees, bon bons, Maripans, Satines, butter almonds, etc., etc., 75 cents. Everton toffee is 60 cents a tin.

• Fruit and barley sticks, mint Bullseyes, silver mints, fruit Bouncers, Check Rock, mixed fruits, acid drops, lemon drops, etc., 10-75 cents.

• Oval tins of butter almonds and walnuts, Jordan Toffee, Rich Cream and Broadway Toffee, fruit Bon Bons, 40 cents per tin.

Back to the more humdrum, from the Merchants’ Dry Goods Department:

• Horrockses’ striped flannelette, “a good heavy cloth with soft nap” in three patterns, 33 inches wide, and regularly 50 cents yard, specially priced, three yards for $1.00.

• Irish hemstitched embroidered pillow slips, 22x16 inches, that “make handsome Christmas gifts,” reduced by one-third to $1.95.

• Ladies’ knitted suits, consisting of tuxedo coat and skirt, specially priced at one-third off regular price.

• Ladies’ and children’s underwear, in wool, cotton and silk, 25% off.

We mustn’t forget the man of the house: the latest styles of hats with pleated backs and unbreakable peaks, sizes 6 3/4 to 7 3/8, regularly up to $3.00, just $2.00.

• British-made pyjamas of pure Ceylon flannel, sizes 36-44, regularly $6.00 for $4.50.

• Men’s black or brown Cashmere stockings with double toes and heels, 50 cents a pair

• Men’s pure wool jerseys in navy, brown, oxford and maroon, regularly $6.00, half-price, $2.95.

• Best quality men’s silk neckties, “every new shade to choose from,” $1.00-$1.75.

• Silk suspenders on fancy cards, $1.75.

• Silk arm band and web garter sets, $1.75-$2.50.

• Rubber interlined Astrachan driving gauntlets, $2.50 and $3.00 a pair.

• Men’s coat sweaters shawl or V-neck collars, $8.50-$11.00.

The last item in the Men’s and Boys’ Department is a Jaeger fringed rug, your choice of colour, $15.00. (I’m guessing this is for keeping you warm when driving in your open-air automobile or riding behind Old Dobbin in your buggy...)

That’s enough, I’m sure, of the Cowichan Merchants’ Friday sale.

R.A. Thorpe urged shoppers to visit his Duncan Furniture Store before buying elsewhere; he had some good suggestions to make in furniture, house furnishings and better class toys. His big special of the week was—barrels and door mats! He offered a range of 5-10 gallons barrels for water, flour, grain, cider, pickling, etc.

“Call and see them—Just what you need.”

Christmas shoppers could cheer up and avoid disappointment by ordering His Master’s Voice (RCA) records at the Island Drug Co.

C.B. Mains’s Cowichan Meat Market had boiled, corned and stewing beef for 10 cents per pound, rib, rump and round roasts for 15 cents per pound, shoulders of veal and pork, 30 cents, loin of beef and veal, 25 cents, and pure pork sausage 25 cents.

All prices were Cash and Carry—but not a word in the ad about Christmas turkeys.

H.F. Prevost, stationer, approached advertising from a, as might be expected of him, more literate angle than just listing items and prices. For example:

“FIRST OF ALL—BOOKS. Be it for man, woman or child, you can always find a suitable gift on our book tables at whatever price you wish. They are easy to send and give great pleasure. We have thousand to choose from, so choose books!”

Fine stationery ranged from 75 cents to $5; Waterman’s and Swan fountain pens, self-filling or safety, plain or gold-mounted, $2.50-$7.50; ladies’ hand bags in the very latest styles, assorted shades of real leather with dainty fittings—”You will like these”—$3.25-$6.00.

He boasted of having the finest line in Canada of Christmas and New Year’s cards; an intriguing item is “oil paintings of local scenes, and pen and ink etchings,” $1.25-$7.50. (It would be fascinating, I’m sure, to see some of these; they might be, at least archivally, of considerable value today.)

As for the kids, “A visit to our Toy Department will convince you that you can get everything you need right here.”

He was going to be open evenings until Christmas and as a bonus offered customers—for every cash purchase of $1.00—a free ticket to draw two lovely French Pierrot and Pierette Dolls valued at $10.00 each.

J. Sommer & Sons, Government Street, advised shoppers to see them about framing their holiday family pictures

Back to food, one of the real pleasures of the holiday season:

James Duncan’s Cash Grocery was offering navel oranges, 3 dozen for $1.00; fresh bulk dates, 2 pounds, 25 cents; Maraschino cherries, in syrup, 25 cents a jar. He also had a full stock of figs, nuts, raisins, cranberries and candies.

Speaking of candies, Kirkham’s Grocerteria., Duncan and Maple Bay, carried a wide selection of Pascall’s sweets, 45 cents-$1.85. Grocery bargains are particularly attractive, with mince meat (one of my favourites!— TW) as low as 20 cents per pound. Quart sealers of Empress pure mince meat—mmmnn!—were only 58 cents.

Walnuts, 25 cents per pound; almonds, 35 cents; filberts, 38 cents; finest mixed peel, 42 cents; dates, 15 cents; “recleaned” currants, 35 cents; seedless rains, 25 cents.

For the lady and homemaker, genuine Pyrex ovenware, $1.50-$4.40.

Friday and Saturday special bargains were new crystalized ginger, 5 cents off the regular price at 25 cents per pound; a four-pound tin of Camosun pure marmalade, $1.00; finest Government creamery butter, 35 cents per pound.

Kirkham’s also carried a broad line of stationery, holiday decorations and cutlery.

We mustn’t forget the kiddies and Miss Barron was promoting a big reduction on all toys. Tea sets, 25 cents-$3.50; large blackboards, $1.50 off at $4.50; large elephants, $1.00 off at $3.50; large tool kits, regularly $1.50 for $1.00. She also had mouth organs, hardcover books, drawing slates and dolls, ranging from 50 cents-$2.50.

Not to mention the special bargains on her 5-10-15-25-cent tables!

Miss Barron also carried a line of women’s and children’s finer wear and Sonora gramophone players with the latest dance music for $10 down and $10.00 per month. (That’s the only buy-on-time payment plan posted in the entire newspaper.)

Powel and MacMillan, the “better value” store, promised shoppers they’d find “our Christmas items particularly attractive. They incorporate the utmost in Style, Quality and Value.” For example, men’s silk shirts just $7.50; quality hosiery, 50 cents-$2.00; men’s fine quality flanellette pyjamas, $3.00-$4.00, boys’ $2.25.

Customers were alerted that the Dr. Scholl’s “foot expert” would be on the premises, December 15th-17th.

Such is a representative selection of goods and prices on sale in Duncan a century ago. If the cited prices sound too good to be true, well, they are when you allow for inflation over the past 100 years. According to Statistics Canada the average annual Canadian wage in 1921 was $968.00, or $80.00 per month, $20.00 a week and, as many jobs were six days a week, $3.33 a day.

Those who lived on the land likely had considerably less in the way of hard cash as they mostly survived on their crops and herds.

Now look at some of those prices again and value them by the number of hours you would have to work to pay for them. Suddenly, a 50-cent purchase—an hour’s labour—becomes a big deal!

The reality is that for all of the inflation of the past century we, today—so economists tell us—have more purchase power than did our great grandparents. Not to mention selection, year-round fresh produce, and the ability to shop online. And the luxury of buying on credit! There’s no having to roll pennies or raid the piggy bank for most of us today—something for which we should be grateful this Christmas 2021.

Speaking of which, from me to you, Merry Christmas! If it’s too much to ask for peace and goodwill we can always eat well.

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