In 2022, Britannic Auctions sold a "Big Bargains in Clothing" cabinet card taken by photographer O.C. Burdick in St. Paul, Minnesota during the 1890s. It shows a salesman proudly posing next to a bold sign reading "Big Bargains in Clothing and Furnishing Goods Sold on the European Plan at Joe Levy’s 282 East 7th St." This card sold for $155 at auction, a solid price for a piece of antique advertising history.
Your Antique Advertising Could Be the Next Auction Highlight
Thinking of consigning a collection of antique photographs like this? Tell us about your collection and get a free auction estimate today.
Advertising and Cabinet Cards in the 19th Century
Cabinet cards were the billboards of their time. These sturdy prints were passed around, displayed, and used by businesses to promote their shops and services. Some ads were printed on the back, but others went all-in, putting the sales pitch right in the photo. Shop owners often had models—very often young women—dressed in outfits covered with store branding, while others featured kids or even the owners themselves in front of their businesses.
Collectibility and Value of Advertising Cabinet Cards
Most cabinet cards advertised photographers, but the ones with actual business ads in the image itself are what collectors love today. Whether they feature a store’s sales pitch, a special promotion, or a product endorsement, these cards stand out and can bring in solid auction results.
Examples of Auction Sales for Antique Advertising Cards:
- Railroad Jack Dog Advertising Cabinet Card (Late 1800s) – This card features Railroad Jack, a stray dog who became a regular sight on train routes between Albany and Manhattan. Travelers got used to seeing him hop on and off at stations. He was even used as the mascot for Johnson’s Anodyne Liniment. Ads featuring Jack claimed that no matter where he went, he was never without his trusted bottle of liniment. This card sold at auction for $249 in 2023.
- Late 1900s cabinet card featuring an advertising scene for a local druggist – A young woman modeled a dress covered in printed advertisements, complete with a skull and crossbones. The dramatic imagery made it a standout piece. This card brought in $1,520 in 2022.
- Advertising Cabinet Photo Card - Apollo Rex Stallion Horse (1880, Hornell, NY) – A promotional card detailing the lineage of Apollo Rex, a well-known stallion. His lineage traces back to Seneca Chief, Rysdyk’s Hambletonian, and other famous bloodlines. The card also mentioned other stallions in service, including Baron Steuben and Ellenwood. It sold for $265 in 2020.
Why These Cards Still Matter
Advertising cabinet cards offer a unique look at how businesses promoted themselves over a hundred years ago. From a determined shopkeeper standing next to a sale sign to a famous dog riding the rails, these images tell real stories of everyday commerce and creativity.
Want to see more vintage advertising photography? Sign up for our email list for alerts on upcoming auctions. Have a collection to sell? Contact us to consign your antique photography and advertising memorabilia today!
