Almost three weeks remain until Labor Day marks the unofficial end of summer, and already many Wisconsin families are preparing for the new school year. “Back to School” promotions and special merchandise can be found in many local, chain, and online retailers. The history of “Back to School” as a marketing theme in the U.S. is obscure, but from what I’ve observed, it seems very much a post-World War II phenomenon.
With our current the focus on three-ring binders, zippered pencil cases, and boxes of 64 Crayolas (with the built-in sharpener!), have you ever wondered what kind of school or office supplies might have been necessary or useful for Jonathan and Mary Clark, their children, and their neighbors? Just for fun, here are just two of the many informative advertisements from the columns of the local papers, in this case the [Milwaukee] Daily Free Democrat, November 2, 1850, page 4:
Your local book & stationery shop
Milwaukee book & stationery retailer Rood & Whittemore had a fine selection of supplies for the scholar, letter writer, or professional man or woman of 1850:
Something for everyone, including the “country traders” and teachers that often served as buyers and distributors of school textbooks for their rural areas. For their efforts, the traders and teachers received “liberal terms,” presumably some sort of discount (for cash accounts, of course), from Rood & Whittemore.
And as you might expect, even from its earliest days Milwaukee was not a one-store town. In the words of the immortal Ron Popiel…
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