Trade Cards and Making an Impression

This image is one of the more fun images I have found in the Library’s collections (open it up to get a better look). It looks like something a printer would show potential customers as both sample and starting point for those looking for their own trade card.

Trade cards would have acted much as a modern business card would, though they were a bit more than that. They were part advertisement and part contact information–something that was very important when addresses were less formalized than they are today. They may have been the first chance to make that all-important first impression–they had to inform and maybe even wow.

According to Robert Jay in The Trade Card in 19^th Century America, the history of the trade card in Europe goes back to at least the late 17^th and early 18^th century; and many early ones, while not referred to as trade cards, were printed on paper and varied in size. Because many people couldn’t read and because streets weren’t numbered, cards were designed to familiarize potential customers with a business’ shop sign and to provide information that would make it possible for someone to actually find a particular business. Trade cards did make it to the colonies but not until later in the 18^th century and were initially more common in cities like Boston, New York, and Philadelphia.

By the 19^th century, as the United States grew and moved westward, trade cards became more common. They became more elaborate and sometimes even colorful. According to Jay, it was about this time when the idea of “stock” trade cards were developed. Stock cards were based on a single card design and adapted for many different advertisers (p. 26-29). John H. Bufford’s Bufford Company was an early leader in the use of color lithography in trade cards; we have one featured below. A firm owned by Louis Prang would also play a major role in the development of the trade cards in the 19^th century. The waning years of the 19^th century saw the decline of the trade card, and by the early 20^th century, they were virtually gone.

Looking at a few older examples, there was quite a variety of styles. There is one from F.J. Pillner that is quite a bit like the sample sheet that launched this post. One for Luke C. Dillion was more basic, while others, like those for Jas G. Stacey, were more elaborate. Some printers, where particular industries concentrated, would have samples to appeal to that market, like one I saw for rye whiskey. I also saw a few featuring a bevy of beauties that might have been used for “stock” trade cards. Beyond stock images and design, a business might bring their own personality to their trade card to stand out from the more typical designs. In 2015 I wrote about one I bought at an antique mall because of its distinctive look.

While trade cards may have died, the 20^th century saw the rise of its relative–the white rectangle we are more familiar with today. Traditionally, business cards have been a white or cream 2 x 3.5 rectangle with black text and possibly a pop of color for the company or organization logo. Increasingly, many people no longer use business cards in favor of digital connections and even social media. When you do see them, there is increasing variety when it comes to their design. There is often more color, some cards come in other shapes and sizes, and it is not uncommon for both sides of a card to be used.

Trade cards themselves have become collectibles. Some people collect them for the art and imagery. Some collect a particular industry. Others may be interested in businesses in a particular area.

While it may be that trade cards are gone and business cards are less commonly used, these cards are a window into the commercial history of the United States and often provide information of interest to those researching particular industries or businesses in a local area. They can also just be really pretty.

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