The Hardware Man - Antique Advertising Signs

Howdy Folks,

Those who have visited our shop in Clintonville have often looked at some of our antique advertising signs around the front area. Some are amused at the size or content of the advertisement while others are triggered into bouts of nostalgia as they recall a fond memory of an ice-cold Coca-Cola or changing oil on their first car with Pennzoil motor oil. All these signs are for sale, and we have descriptions and prices available at the register.

We have observed a myriad of reactions when we start discussing the signs, their history and their pricing. These fine porcelain and enameled tin pieces have a certain market and value to those who collect and enjoy antiques. While a sign may seem outrageously expensive to many, the right individual may see one they like, or need, and find the price to be very reasonable and a deal is made.

My dad, Keith, has been an antique dealer (or collector, depending on how sales have gone that month) for a long while. I would spend time attending auctions with him, looking and learning why certain pieces were desirable and command a premium price while others would sell for a paltry amount. In the spirit of the business, he posted an old advertising sign at his location with a take on the Benjamin Franklin maxim “The bitterness of poor quality remains long after the sweetness of low price is forgotten.”

This saying has often guided my decisions in purchasing, whether it was in buying equipment, products or services. Some of my worst purchases were made solely based on price, to where I was very disappointed with what ended up being a single-use, disposable tool or appliance. Conversely, I have gained great satisfaction at purchasing quality used items that are well made and can be easily repaired or new items backed by a good warranty or customer support.

A key retail strategy implemented at our hardware store is providing customers with a range of options—good, better, and best—allowing them to make selections according to their individual preferences and requirements. We have seen sales expand in categories where we have variety, versus a take it or leave it selection. This helps the customer feel comfortable in terms of pricing, value and options while also giving us some variety should we run low in inventory. When customers believe that a store will reliably have what they need, they’re likely to return. However, if a business consistently falls short in stocking items, its reputation can suffer lasting damage.

Every business owner needs to regularly evaluate the perception, quality and value of their offerings to the public. Answering these questions of choice, pricing and availability help maintain profitability but also ensure benefit and usefulness to the community. Unlike antique advertising signs of extinct products displayed in a hardware store, our businesses should continually refresh to reflect the needs and demands of our customer base.

Daniel Karns and his wife own Clintonville Hardware & Rental along with other businesses. Follow them at ClintonvilleHardware.com

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Daniel Karns and his wife own Clintonville Hardware & Rental along with other businesses. Join the discussion by contacting him at info@clintonvillehardware.com.