Sylvan Valley News Waged War Against Mail Order Catalogs Through Articles

The story of traveling Dollar Bill,
Sylvan Valley News, December 20, 1907.

The idea of local retailers competing with outside businesses is not unique to the era of online shopping, big box stores or malls. In the early 1900s the battle for local retailers was with mail order catalog businesses, such as Montgomery Ward, Sears Roebuck and others.

There were multiple sides to the issue.  Customers sought out the best prices and services.  Local merchants felt that local newspapers undermined their business by running advertisements for city department stores that offered lower prices through mail order.  For local newspapers the large companies willing to buy ads represented revenue.  A February 16, 1906 Sylvan Valley News article claimed that if “our merchants use the same energy in trying to convince their customers that trading at home and keeping their money at home was more to their advantage than sending it out of the county, very little trading abroad would be done.”

Do you contribute to the prosperity of your town?
Sylvan Valley News, June 21, 1907

The Sylvan Valley News also accused local merchants of setting a bad example by sending their printing needs out of the county.  A May 18, 1906 Editorial Brief argued that, “Business men who expect home trade should be the last to send away from home for their printing.” 

By 1907 the newspaper and merchants had band together to convince customers to buy local.  A series of catchy newspaper ads throughout the year implied that customers who took their business elsewhere were disloyal and causing harm to their home-town.  The advertisements contained a short story on topics such as keeping money in circulation locally and with morals like, “If you want your town to grow, patronize home enterprises.”

In a February 28, 1908 Letter to Editor T.D. England stated that it is local merchants who pay local taxes and support charities, not “Mr. Mail Order House” or the traveling salesman.  Out-of-town companies did nothing to support the local community, so by shopping local customers are help their town prosper.  He also pointed out that only local businesses sold goods on credit or in trade for farm products.

The Sylvan Valley News continued to wage a campaign against mail order catalogs and to promote shopping local through articles over the next several years. 

Photographs and information for this column are provided by the Rowell Bosse North Carolina Room, Transylvania County Library. Visit the NC Room during regular library hours (Monday-Friday) to learn more about our history and see additional photographs. For more information, comments, or suggestions contact Marcy at marcy.thompson@transylvaniacounty.org or 828-884-1820.