Serving Clovis, Portales and the Surrounding Communities
Serving Clovis, Portales and the Surrounding Communities
Clovis was the happening place for Christmas shoppers 100 years ago today.
That was the top story in The Clovis News on Dec. 11, 1919.
“People have traveled a greater distance to trade at Clovis this fall than ever before,” the story read. “Clovis merchants report that they are having the finest holiday trade they have ever had.”
The unnamed reporter saw “automobile after automobile leaving Clovis filled with newly wrapped bundles.”
The newspaper offered several reasons for the economic boom, but the main reason was that “merchants of the town are wide awake and have filled their stores with up to date merchandise.”
Business was so good, Jackman Dry Goods was robbed but wasn’t sure how much the thief may have gotten away with.
“(I)t was impossible to tell on account of the goods naturally being disarranged” because shoppers had been so active, the newspaper reported.
A few of the more popular present ideas from the day:
• Clovis bakery was suggesting “fruit cakes for your Christmas dinner.” Those cakes included fresh candied fruits, fresh nut meats, fresh butter and eggs.
• Croft Music Co. had another idea: “Husbands, give your wife a pleasant surprise Christmas by presenting her with a piano or player-piano.” The store offered “special holiday prices” and “several slightly used pianos at a bargain.”
• Southwestern Drug had “gifts for anyone and everyone,” including hand-painted china, silverware, perfume, toilet water” and more. A Columbia Grafonola with Columbia records meant “a Christmas filled with merry music” and “Corking good dance records.”
• W.I. Luikart & Co. reminded customers there were “only eleven more shopping days before Christmas” and “each day gone by makes gift giving less the joyous task it should be.” Among Luikart’s suggestions for early shopping:
... Children’s coats. “Little girls just love pockets in their coats.”
... Bathrobes “in unusually attractive patterns.”
• A. B. Austin & Co. grocery had two store locations — 122 N. Main and 222 S. Main. Its “bargains” for the holiday included apples ($2.50 per box), nuts (25 cents per pound for pecans), candy ($1.25 for a one-pound box of Gunther’s chocolate) and pork (30 cents per pound).
• Rodes-Bradley Co. suggested customers “Make this an old-fashioned Christmas” with an “unselfish spirit.” It also reminded shoppers “Toys are an essential to childhood life. Children must have toys to play with — that is the way their minds are developed.”
• Magic City Furniture & Undertaking Co. reminded residents “Our reputation of 11 years dealing in Clovis is behind everything we sell.” It offered dining room tables and chairs, cedar chests, rockers, rugs, dressers and baby carriages.
• Even the classified ads had good ideas for Christmas presents.
Lee O’Connell had 14 good burros for sale, from $2 to $10. They were “tame and well trained.”
And the Clovis News suggested a one-year subscription for “the folks back yonder.” That would be “52 letters from Clovis, and they will appreciate it.”
David Stevens writes about regional history. Contact him at:
For more local history see: pagespast.net
