Offered here is an exceptionally rare and original J.J. Newberry’s department store holiday display sign from the 1940’s/50’s. This is not decorative Christmas art, but a surviving example of mid-century American retail advertising ephemera, material that was never intended to last and was almost always discarded after seasonal use. Because of that, original cardboard store displays from this era are among the most difficult forms of advertising to find today.
Despite extensive research, no comparable Newberry’s signs, holiday themed or otherwise, have been located online, either sold, archived, or even photographed in period storefronts. The absence of any documented examples strongly suggests this piece may be unique or among an extremely small number of survivors.
The sign is constructed of original printed cardboard and has a separate section of cardboard behind it for support (from a refrigerator box). A protective plastic covering was also added at some point in its life which has helped to preserve the vibrant colors and structural integrity of the piece. Measuring approximately 19” x 42.5”, its large scale clearly identifies it as a professional in-store or window display intended to command attention on a retail floor.
More than a collectible, this is a historical object that documents how major retailers like Newberry’s created seasonal experiences for shoppers during the golden age of American department stores. It would be equally as special and symbolic in a serious private collection, an advertising archive, or a museum setting focused on retail, graphic design or holiday merchandising history.
True “museum quality” is defined not by perfection, but by rarity, authenticity, historical importance, and irreplaceability. This piece meets all of those criteria.
Opportunities to acquire undocumented advertising material of this caliber do not come up often. Once placed into a permanent collection, a piece like this is unlikely to reappear on the market again.
The photos tell the story as far as condition. The colors still pop and the imagery is remarkable. No damage or repairs are noted. There is minimal edge wear and a few marks in places. Some type of stand would have originally been used to prop the sign up when it was displayed in the store. There are a staple holes down towards the bottom of the sign as well as one remaining staple from where the stand was attached.
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Be sure to view all photos and feel free to ask any questions. Additional photos can be taken upon request.
Please complete payment within 24 hours.
Will be shipped fully insured via UPS Ground.
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