Month: January 2025

By Jazmine Aldrich

As the month of December trickles by and the holiday season approaches, so too does the tradition of holiday shopping. I thought it timely to spend this month’s column examining Christmas shopping of years past through 1890s advertisements in the Sherbrooke Daily Record.

McKechnie’s – seller of ladies’ elderdown jackets, cushions covered with sateen or silk, boas, and more – reminds us that “the tendency in holiday shopping is to leave most of it till the week before Christmas. The best plan is to buy now before the stocks are broken.” Some wisdom is timeless, but their motive was undoubtedly self-serving, for the advertisement goes on to remind us, “In buying a present, remember – trinkets and the givers of them are soon forgotten: anything from our store is a lasting reminder of lasting friendship, and always welcome.” There is nothing quite like an elderdown jacket to show a loved one that you care.

A brieflet tells us that “Christmas time brings its cares as well as its joys. It brings trouble to the lady who wants to make a present to a gentleman and ‘don’t know what would suit him’,” but rest assured – “the well-known men’s outfitter, Jno. O. Duncan” was at the ladies’ disposal for such dilemmas.

Duncan’s own advertisement responds to the damsels’ distress: “Now, really, what is more acceptable as a present to a gentleman than a nice silk umbrella! Always a necessity for his wardrobe. Perhaps not at this season, but then ‘there’ll come a time.’” A clever salesman, he was.

If you are unconvinced by Mr. Duncan, next to his advertisement is one from A.E. Kinkead & Co., Tobacconists, with another gift idea. “The gift of a suitable cigar case to a smoker who always carries a supply of cigars around with him will be appreciated, and if you fill that case with K. & C. Bouquet cigars, the recipient will feel, when you wish him ‘a merry Christmas,’ that the wish springs from the heart.” From one heart to another.

À la mode gifts of fine furs and neckties were being sold by A. Codère on Wellington Street, in Sherbrooke, while The Little Grocer, R. Lakeman, would sell you doll chairs for 25 cents and “for the boy, Buck Saw and Horse,” for only 60 cents.

For the intellectuals among us, J.R. McBain asks: “What would Christmas be without books?” The self-proclaimed “Importer of Xmas gifts” goes on to assert that “no Christmas tree is completely furnished, no stocking is well filled unless among the gifts are found books.” Here, here!

If these advertisements were not enough, the Sherbrooke Daily Record even advertises Will. J. Gray’s advertisement-writing business. That’s right: Cookshire’s premier advertisement writer advises merchants: “Don’t skim over the matter of writing ads. Entrust the task to one who has the time and ability to give this detail proper consideration.” The commercial spirit conquers all.

I hope that this meandering through the advertisements of yesteryear has been entertaining, inspiring, or perhaps even enlightening; let us not lose sight of the true magic of the holidays in our quest for gift-giving. For contrast, please enjoy they accompanying photos of happy moments shared amongst family and friends, at Christmastime.

If you would like to learn more about the history of the Townships, please contact the ETRC Archives by email at etrc2@ubishops.ca or by telephone at 819-822-9600, extension 2261. Wishing you a safe and happy holiday season!