Unpacking the Charm of Victorian Trade Cards

Clever nineteenth-century businesses turned humble advertising cards into sought-after collectibles. Now, nearly 150 years later, collectors prize these miniature works of art.

This advertising card for Pollywogs Five Cent Cigars sold for $154.50 in 2019. WorthPoint

Advertising trade cards emerged as one of the earliest forms of mass-produced promotional materials during the 19th century. Initially, they were used by merchants and businesses to advertise their products and services, much like modern business cards, but with colorful illustrations and creative designs. These cards were typically small, about the size of a postcard, and were often distributed at stores, fairs, and exhibitions. They became especially popular during the Victorian era when advancements in lithography allowed for vivid, multi-colored prints that were eye-catching and affordable to produce. As industrialization grew and markets expanded, so did the use of these trade cards, making them an integral part of the burgeoning consumer culture.

This Victorian-era trade card by Clark's O.N.T. Thread sold for $14.99 in August 2024. WorthPoint

The themes and imagery used in advertising trade cards were diverse and often reflected the societal norms and interests of the time. The cards often featured whimsical illustrations, humorous scenes, or even romanticized depictions of everyday life. Others showcased the products directly, often with exaggerated claims of their benefits. Popular brands of the day, such as Clark’s Thread, Lydia E. Pinkham’s Vegetable Compound, and Arbuckle Coffee, used the cards to build brand recognition and customer loyalty. Some cards were designed as collectible series, encouraging customers to return to complete their sets. This clever marketing ploy not only promoted repeated business but also contributed to the cards’ lasting appeal.

1880s Antique Arbuckle Coffee Mt. Vesuvius with Map of Italy. This card sold for $17.36 in August 2024. eBay

Collecting Victorian trade cards became a national craze by the 1880s. People collected and traded these colorful pieces, sometimes storing them in albums designed explicitly for the purpose. Articles were published on the best methods for trimming the margins of advertising cards to remove the distracting white borders before pasting them into a scrapbook. Discussions regarding the merits of different types of adhesives were had, and young women were instructed on the best method of clustering cards in their albums for a "sophisticated result." However, men were not exempt from the card fad. Tobacco companies began issuing sports cards, joke-themed cards, and cards featuring beautiful actresses to tempt men into joining the trend.

Actress Fanny Davenport 1890s in the play Antony and Cleopatra for McLaughlin's Coffee. It sold for $23.06 in 2013. WorthPoint

The appeal of collecting was not just in the beauty of the artwork but also in the thrill of obtaining complete sets or rare cards. Over time, this hobby faded as other forms of advertising, such as magazines and newspapers, became more prevalent in the early 1900s. However, the collecting of these cards saw a resurgence in the late 20th century as antique and ephemera collectors began to recognize their historical and artistic value.

This exceedingly rare Peck & Snyder Ball and Sportsmen’s Emporium advertising card sold for $186,000.00 in August 2022 at Robert Edward Auctions. WorthPoint

Today, advertising trade cards are considered very collectible because of their unique combination of historical significance, artistry, and insight into 19th-century consumer culture. They offer a glimpse into the past, reflecting the marketing strategies and societal attitudes of the time. Rare or well-preserved cards, particularly those featuring well-known brands or exceptional artwork, can be quite valuable. Some of the most valuable (sold) cards at auction feature the exceedingly rare Peck & Snyder Ball and Sportsmen’s Emporium, along with several all-but-forgotten early baseball teams, such as the 1869 Cincinnati Red Stockings. In 2022, one of these cards realized $186,000.00 at a Robert Edward Auctions sale.

This Eden Musee Seance card featuring "Ajeeb," the Famous Automaton, sold for $32.77 in 2020. WorthPoint

To preserve the value and appeal of card collections, collectors are advised to store them in archival-quality sleeves or albums, away from direct sunlight and moisture, to prevent fading and deterioration. For display purposes, framing them under UV-protective glass can help preserve their vivid colors. Many surviving examples show signs of wear because they were often printed on fragile paper and handled frequently.

This Willimantic Thread Jumbo Elephant card sold for $9.99 in September 2024. eBay

Collecting vintage advertising trade cards doesn’t have to break the bank. The card's condition, print quality, and image's rarity all contribute to their desirability. Some collectors specialize in specific themes, such as food and drink, household products, or transportation, making this a diverse and nuanced field of collecting. Cards can be purchased for single digits up to six-digit figures, depending upon how rare they are. Several excellent reference books are available for the collecting expert and neophyte alike, including the Victorian Trade Cards: Historical Reference & Value Guide by Dave Cheadle, creator and frequent contributor to the Victorian Card Hub website, another great resource.

This Lydia E. Pinkham’s Vegetable Compound card sold for $16.25 in 2023. WorthPoint

Victorian trading cards are a fascinating example of how advertising and art converged to create a unique marketing phenomenon. With ornate designs and captivating visuals, these cards promoted products and established a lasting cultural imprint. The enduring appeal of the cards demonstrates the power of storytelling and branding, much like today's printed advertisements do. For collectors, these beautifully crafted Victorian trading cards preserve the stories of a bygone era.

Kele Johnson is the Editor of Kovels Antique Trader Magazine and the Digital Content Editor of Active Interest Media's Collectibles Group. She admits to a fondness for mid-century ceramics, uranium glass, novelty barware, and Paleoindian projectile points. Kele has a degree in archaeology and has been researching, writing, and editing in the collectibles field for many years. Reach her at kelejohnson@aimmedia.com.