Serving Clovis, Portales and the Surrounding Communities
Serving Clovis, Portales and the Surrounding Communities
It’s less than a week to Valentine’s Day, and being the helpful person that I am, I have scoured some local newspapers from decades past to uncover gift-giving ideas that may have escaped your radar, as well as some pitfalls to avoid.
I’m betting, for example, that you may not have considered a wig for your loved one.
A half-century ago, the Wig Chateau (inside New Mexico Barber and Beauty Supply in Clovis) offered this Valentine’s Day special: “A new look pre-styled wig made from world famous Elura – kitchen proof – can be restyled – one week only $29.95.”
Even better, they also had a special on “Styro Foam Heads” – only 32 cents for the first one, so that “kitchen proof” wig (I’m still scratching my unwigged head about that one) could be stored in … well … style.
Perry Heating and Cooling in Portales was thinking of a bigger gift in its 1972 Valentine’s ad in the Portales News-Tribune: “Surprise her with the world’s finest central heating system for the rest of the winter.”
No argument from me: I think “she” would have been surprised all right.
In a similar vein, the Goodyear Service Store in Clovis encouraged shoppers to “make that special someone happy” with a large appliance: a heavy-duty washer for $188 or a front-load convertible dishwasher for $209.
McDaniel’s Furniture in Clovis was touting a five-piece “Mediterranean group in lush, quilted velvet — very special” for $488. It will come as no surprise, given that this was 1972, to learn that this velvet furniture was available in “a handsome combination of olive and gold.”
Down the road in Portales, The Gals clothing store had a catchy ad: “Cupid runs around nude, but your Valentine shouldn’t. Why not buy her a beautiful peignoir and fancy lingerie? She’ll love it.”
Answer honestly: When was the last time anyone bought you a peignoir? Or perhaps to you, like me, it is merely a word you hope you never have to spell again.
Shifting forward to 1982, Sasser’s Western Wear in Clovis urged sweethearts to “show your love the Western way” with “men’s shirts and polyester pants.”
Yes, polyester pants. You know. The Western way.
K-Mart ran a “Valentine’s Day Gift Guide” in both the Clovis News-Journal and Portales News-Tribune in 1982. My favorite items were the customer’s choice of a four-slice toaster, a steam iron, or a 1400-watt hair dryer (“with five attachments”) for $15.97, and the 80-count pack of paper plates for 68 cents.
Paper plates. What woman wouldn’t want 80 of those from her sweetie?
Rubye’s, “on the square in Portales,” was promoting, “That bold Gruff dimension in polyester double-knits” (I have no idea what that was but still cringe at anything related to double-knit), along with belts, lingerie, handbags, and “Dallas Cowboy perfume.”
I’m skeptical of perfumes named for football teams.
Wait. Never mind. I’m skeptical of perfumes, period.
I’ll close with my nomination for most awkward Valentine’s gift of 1982: Clovis Diet Center’s “DIET CENTER GIFT CERTIFICATE.”
“This year, ask or give the gift that shows how much you really care,” its ad read. “Send someone you know on the road to a happier, healthier, thinner life.”
It narrowly edged out the $14.95 special from A & M Farm and Ranch Supply in Clovis, Portales, and Muleshoe: “Wood handle post hole diggers … regular $18.75.”
That 80-count pack of paper plates is looking better all the time.
Betty Williamson is grateful to have survived double-knit. Reach her at:
