Business Trade Card Collection

Collection

Identifier: M/A 0306

Staff Only

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Description of Contents

Hundreds of decorative advertising cards from businesses in Minneapolis. The bulk of the collection dates from 1880 to 1910.

Dates

Creation: 1880 - 1970

Access

The physical collection is available for use in Special Collections at Minneapolis Central Library during the department’s open hours. Some trade cards from this collection are available in the Hennepin County Library Business Trade Cards in the Minnesota Digital Library.

History

Trade cards offered a more intimate method for businesses to advertise their services. Cards could be tucked into products, distributed in the store, or delivered by traveling salesmen. The fronts featured colorful and ornate designs, while the backs often advertised a specific product sold by the company.

Advances in chromolithography in the 1870s and 1880s allowed for very colorful cards, making it one of the most widespread advertising formats. Printers offered numerous stock designs, many of which left a blank area for companies to imprint or stamp their name and address. Because of this, different companies might use the same card to advertise different products. Businesses with larger advertising budgets were able to order custom designs.

The trade cards in this collection feature Minneapolis businesses and individuals.

Source: Harvard University Baker Library, The Art of American Advertising: Trade Cards. /www.library.hbs.edu/hc/artadv/trade-cards.html>