Today I will continue my series on ingenious novelty trade cards. You will read how die-cut trade cards went above and beyond other trade cards in their efforts to grab the customer’s attention with approaches not seen on other victorian trade cards.
This type novelty trade card used its non-rectangular shape to attract the attention of customers. The card was cut during production into various shapes; most often animals, palettes, and fans. Die-cut trade cards cut into shapes resembling the product or it’s name, gained a further advantage in that the customer’s attention was more likely to be caught, and held longer, due to the irregular shape.
This die-cut trade card was also cut into the shape of the product, Holland Creamery Butter, but added the irregular shape of a Dutch couple kissing. Who wouldn’t want to try kissing?? For further information on Holland Creamery Butter, see Holland Butter Trade Card – 1912 Flashback.
This die-cut trade card used the irregular shape of a baby; an always popular image. This particular trade card was a stand-up card, allowing further interaction by the customer. For additional information on the Hecker Company, see Opposition to 1900 Flour Trust Reorganization.
One thing a collector should be careful of when purchasing a die-cut trade card- closely inspect the back to make sure it wasn’t cut from a regular trade card for scrapbook purposes.
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