Trade cards first became popular at the beginning of the 17th century in London where they were typically distributed by businessmen to clients and potential customers. Unlike visiting cards, which were exchanged in social circles, they functioned as advertising and also as maps, directing the public to merchants’ stores, as no formal street address numbering system existed at the time. The famous diarist Samuel Pepys (1633-1708) is known to have been an early user of trade cards in his professional capacity as a naval administrator, and left a collection of them which is now preserved at Magdalene College, Cambridge.
Until the development of colour printing in the 1870s, few companies specialised in the bulk production of ‘stock’ trade cards, usually having an image on one side and space on the other for businesses to add their own information. Then, as production became more widespread and designs became more attractive and colourful, collecting and exchanging cards became a popular hobby. Some cards, particularly those produced by tobacco companies featuring baseball players, later developed into collectibles and gradually lost their function as business advertisements.
In the 1880s, squash was beginning to gain in popularity in England and elsewhere. So perhaps the existence of a trade card from that period featuring young lady holding a squash racquet shouldn’t come as a great surprise.
It’s possible that the card was advertising the services of the artist, Eleanor.E.Manly, an English Victorian artist specialising in children’s portraits whose most productive period was from the mid-1870s until her death in 1898. It also bears the greeting ‘With best wishes for a Happy Christmas’ which suggests that it was produced for distribution during the festive period.
The earliest squash Christmas card? We’ll probably never know. But with Manly’s work still being bought and sold after in the top art auction rooms of the world, it’s nice to think that someone, somewhere may still have something valuable locked away in the attic.
And it’s got a squash racquet on it.
Thanks to Christine H of Portland, Oregon whose love of antique postcards shines through on her blog The Daily Postcard.