Shopping for the perfect present at Christmas-time can be a daunting prospect; not necessarily made any easier with our letterboxes stuffed full of the latest catalogues from various stores. Mostly these catalogues end up in the bin, however as the years pass, these catalogues can provide a fascinating insight of contemporary culture, fashions, and of course Christmas gift suggestions of the time.
McWhirters’ Shopping Guide XMAS 1921 cover. John Oxley Library, State Library of Queensland
A perfect case in point is Fortitude Valley department store McWhirters’ and their Christmas shopping guide for 1921, which is held in our collection and can also be viewed in its entirety via our One Search catalogue.
McWhirters’ Shopping Guide XMAS 1921. John Oxley Library, State Library of Queensland
The Brisbane Courier newspaper, on December 1921, gave a wrap-up of Christmas sales at some of Brisbane’s stores, including McWhirters’.
“McWhirters’, the Valley, holds out a welcome to those bent on buying Christmas tokens, “toys from Santa Claus”, books, cards, and table delicacies. Tastefully arranged in the different sections are almost endless selections of smart attire for both sexes during the Christmas vacation, and afterwards. “Toyland” at McWhirters’ is a vertitable treasure trove of fine quality toys of every conceivable character. It is situated on the fourth floor, of easy access by either elevator, and is one of the largest and best equipped toylands one could wish to enter.”
McWhirters’ Shopping Guide XMAS 1921 p.5. John Oxley Library, State Library of Queensland
McWhirters’ Shopping Guide XMAS 1921 p.6. John Oxley Library, State Library of Queensland
McWhirters’ Shopping Guide XMAS 1921 p.9. John Oxley Library, State Library of Queensland
“Other departments that will prove of interest to gift buyers are the jewellery and E.P.N.S. [Electro Plated Nickel Silver], fancy goods, toilet goods and perfumery, stationery and book departments, gloves, hosiery, handkerchiefs, sunshades, china and glassware, fancy linen, drapery, and sweets.”
McWhirters’ Shopping Guide XMAS 1921 p.32. John Oxley Library, State Library of Queensland
McWhirters’ Shopping Guide XMAS 1921 p.27. John Oxley Library, State Library of Queensland
McWhirters’ Shopping Guide XMAS 1921 p.28. John Oxley Library, State Library of Queensland
McWhirters’ advertisement, Daily Standard (Brisbane), Dec 21, 1921
You can view this catalogue in full via State Library’s One Search.
Myles Sinnamon – Project Coordinator, State Library of Queensland