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Trade cards appeared in the late-19th century (1876) and continued to be made until the turn of he20th century (1904). he cards were usually done as cabinet cards. They were used to advertise a wide range of products,including clothing. Before the development of mass media, they were a relatively inexpensive way for merchants to reach customers.
We see them being used in exhibitions/world fairs by companies to popularize their products. We see some of last these trade cards being distributed at the St. Louis World's Fair (1904). They were seen as a kind of souvenir. Scrapbooking was becoming popular and these were interesing items that could be included. This may have led to popularizing these cards. We see both manufacturers and local merchant cards. The company cards were the most attracive and artistically designed, often done in color by the 1890s. A good example is one for Clark's Spool Cotton. We see many merchant cards from every day stores and shop throughout he United States. Stores, druggist, and various other merchants distributed these trade cards. They believed that they promoted patronage. While trade cards distributed at world fairs and other events might be saved as souvenirs, we do not understand just why customers would want to hang on to ordinary merchant cards like the one here, we think about 1890 (figure 1). To promote interest, companies and retail merchants turned to
trade cards with beautiful illustrations, humorous cartoons, or admirable sayings. Some Victorians began collecting them. Increased when some cards began to be done in color. This occured toward the end of he trade card era as major improvements were made in lithographic technology (1890s). In some cases the front was something of interest with the merchant material on the back. Many cards, however, just had the merchant information like the one here. Trade cards were declining by he turn-of-the 20th century. Mass market magazines were becoming popular. Advances in lithography could reproduce photographs. They could do covers in color, although it would be some time before many pages had colored image. And trade cards rapidly gave way to post cards. A spin off of the trade card, were collector cards included with products. Many cigarette companies did this. Older Americans recall how bubble gum companies included baseball cards in their packages. Collecting the cards became very popular (20h century). And the sports cards continue to be enormosly popular today.
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