Trade Card for J. Levy's Largest Stock General Store

This trade card advertises J. Levy's Largest Stock General Store, located in Augusta, Wisconsin. The front of the card depicts a young girl and boy dressed in costumes. The back of the card is full of advertisements. The tagline 'Always Patronize a Live Merchant' is printed beneath the image, likely a reference to the growing popularity of mail order catalogues, such as the one offered by Aaron Montgomery Ward. [Aaron Montgomery Ward of Chicago started a mail-order business in 1872 by producing catalogues that enabled customers to buy directly from his business. Ward's business model removed the middlemen from the traditional retail system, offering customers lower prices. This trade card speaks to the changes in shopping habits and the rise of mail order catalogues that were challenging small-town merchants.]

Associated People/Businesses

• J. Levy's (Firm)
• Levy, J.

Geography

• Augusta

Subjects

• General stores
• Clothing trade
• Retail trade
• Jewish merchants

Physical Location

Arc.MS.56, Box 3, Folder 8