Shopping Saturday: William Elmer McMurray and Marketing a Small Town Grocery Store
McMurray Family (Click for Family Tree)
Many businesses complete an inventory on at the end of the year in order to prepare their income taxes, and that may have been the impetus for this big sale at the McMurray Grocery in Newton, Iowa, in 1901. Maybe they used a fiscal, rather than calendar year, or the invoices to them had piled up and they needed to generate cash to pay their vendors- or Uncle Sam.
Marketing a local business was much simpler in the days before social media and the internet. Advertisements were placed in newspapers for a fee, local reporters would interview or create a story about the business or owner(s), paper flyers might be given out, and/or special coupons, stamps, or tokens would be used to get customers into the store and ensure their loyalty. Old advertisements, such as this framed family treasure, are a great way for family historians to understand the breadth of items offered in a store, like the grocery store of Will and Lynnette (Payne) McMurray.
The canned foods listed are interesting- how many of us today would buy one gallon cans of peaches or apricots? We don’t make jams and jellies like they did in those days, nor multiple pies when the threshers would come through at harvest.
Take a look at the prices, too. “2 cans good Peaches for 25¢” would cost about $7.44 in today’s dollars, according to inflation calculators. That does seem like quite a lot for 2 cans of peaches, but we do not know the size of the cans, they did not have ‘factory farms’ in those days so supplies were more limited, and sometimes those calculators are somewhat off. Edith Roberts McMurray Luck, in her later years, recounted that she remembered the store from her childhood, but her mother thought the McMurray store was too expensive so they did not patronize it regularly. (Edith later married the son of Will and Lynette, Dr. Edward A. McMurray.)
Soaps, of course, were big sellers and important for hard-working, getting-dirty jobs like farming or blacksmithing, plus many families dug the soil to produce their own fruits and vegetables. Calumet Soap was around for a very long time- some may still remember it- and Ajax also made a powdered cleanser. Lye soaps were still used back then, and Will even offered a discounted price for lye soaps with damaged labels- just 5¢ per can, vs. the usual 8-10¢.
The McMurrays carried a variety of oils in their grocery, but those listed in this ad were not cooking nor motor oils- they were for lamps. Getting a good oil that did not smoke much or smell bad, and that gave adequate light, was important in the days before rural electrification (which occurred in the mid 1930s and after). “Palacine Oil” was a brand that came from the Oklahoma oil fields:
Will left the reader with his good prices for hams, with sugar cured hams costing 11¢ per pound in 1911, which would be about $3.30/lb. today. (A HoneyBaked Ham© today is over $11 per pound!)
Both the McMurray-Killduff and the McMurray Grocery/ McMurray Grocery and Meat Market were featured frequently in one-line ads that were slipped into the regular columns of stories in the local newspaper. Examples from March, 1899:
We have a complete line of fresh and salt fish.
We have the best $1.00 flour in town.
Lowney chocolates, the finest in the world, at McMurray & Killduff’s.
Try those 10¢ hams at McMurray & Killduff’s.
SYRUP- 5 gallon keg, $1.25, at McMurray & Killduff’s.
Other businesses, such as a 12 Dec 1913 ad for ‘Benedict Flour and Feed Company’ in Marshalltown, Iowa, listed distributors of their products, and one of the names included was “W. E. McMurray, Newton”- good publicity for their small store.
Ads for the McMurray grocery were not only for what they were selling, but for what they were buying:
We pay the highest prices for Produce.
WANTED- Live Poultry, for which we will pay the highest market prices.
The above were from from a March, 1899 newspaper. Another article from July 20, 1899, stated the “Local Market” price for live chickens was 6¢ each. Supply chains for food were much different in those years, especially in rural areas. They would buy from local farmers and women who raised chickens, grew fruits and vegetables, and made butter, cakes, or pies, then sell to local customers. They also shipped to other places- a June 2, 1902 newspaper article stated “McMurray shipped to Des Moines this morning 1000 pounds of butter.” While we cannot be sure this was Will E. McMurray rather than his father, Frederick Asbury “F.A.” McMurray, the auctioneer, it is more likely that it was Will, or maybe they made the deal together. F.A. was known to ship carloads of livestock but I have not seen evidence of him shipping something like butter, though it is possible, since F.A. was such a wheeler and dealer. Will did buy a carload of peaches at one point thus did deal in large quantities, so it is very plausible that the butter was shipped by him.
Being the son of an auctioneer (Frederick Asbury McMurray) and sometimes being an auctioneer himself (per his daughter-in-law, Edith Roberts McMurray Luck, and an ad for “McMurray & Sons, Auctioneers”), Will knew how to write an ad or spin things to make them attractive to buyers. (Lynette probably did too, coming from the sophisticated West Coast.) Another sale ad in 1899 was for “Bargain Day in Groceries” and “On the above date we will sell you [various foods] …the prices are for this day, only” at McMurray & Killduff’s “Big Cash Grocery.” Good salespersons know that they have to build excitement and get the sale closed before there is much time for the consumer to think about a purchase. A one-day sale does that pretty well, and was the predecessor to our internet “Today’s Deals,” “Prime Day,” or QVC channel, with a countdown timer and note of how many items are remaining in the deal.
“Bundling” is not a new concept in sales only used in the insurance industry to get you to buy home, auto, and life policies together – McMurray & Killduff’s used ‘bundling’ in an ad from Oct. 5, 1899, in the Newton Record. They offered a “Big Special Sale” on Oct 11th and 12th. Good prices were offered on a variety of items, but they also listed a package of 12 grocery items with the regular prices, which totaled $6.40. “We will sell on either above day to you this package for $4.90.” This was almost a 25% discount- that is pretty good considering the small margins of profit in the grocery business.
Sponsorships of sports teams, charity events, or even local cookbooks could get the name of a store in front of the public, so Will used that tactic as well. “Will McMurray Meat Market” was listed as a sponsor in a 1907 Newton, Iowa, cookbook published by the Willing Workers class of First Baptist Church. Recipes included Lettie Miller’s White Cake, Chicken Pie with Oysters, Poor Man’s Pudding, Bread Sponge Cake, Picca Lili and Quaker Cabbage.Each time a woman opened the cookbook to make a favorite recipe, they might page through the ad for Will McMurray’s Meat Market. That was definitely targeted advertising, though not as intrusive as what we endure today. This ad also lets us know that in 1907, the McMurray store may have been only a meat market.
Soliciting business outside of the store itself helped to market it as well. McMurray & Killduff was listed as providing $42.65 worth of goods to the poor farm, and $6.60 to the poor, in a list of claims allowed to be paid from taxpayer dollars. This list from the Board of Supervisors of Jasper County was printed in the 19 Apr 1900 Newton Record, so it got the name of the grocery out to the public. It also suggests that the quality of their inventory was considered to be good, since their claim was allowed.
The grocery also had trading stamps, something those “of an age” will recollect licking and pasting into booklets (back in the 1960s) that could be exchanged for items in a catalog that was often drooled over for months. (You could get great things with trading stamps!) Somehow today’s loyalty cards that are needed for sale prices while they track every purchase and then sell that information to other companies just aren’t the same.
Growing up with a father who was quite a salesman as an auctioneer and trader of livestock, Will McMurray likely learned how to make consumers want to buy his goods. All these records show us that he definitely put those techniques to good use!
Notes, Sources, and References:
- Inflation calculator–http://www.in2013dollars.com. Another calculator was used with similar results.
- For more information about electricity becoming available in Iowa to rural families, see “Electricity” at http://www.iptv.org/iowapathways/mypath/electricity
- Palacine Oil advertisement, unknown newspaper, May 1, 1896–https://chroniclingamerica.loc.gov/lccn/sn90061417/1896-05-01/ed-1/seq-4.pdf
- 1899_0302McMurray-Killduff Grocery Ads, Newton Record, Newton Iowa, 2 March 1899, vol. 5, no.32, page 8, columns 3-4, via newspaperarchive.com.
- Benedict Flour and Feed company ad– Evening Times-Republican, Marshalltown Iowa, page 3, via GenealogyBank.com. This same ad was run on a number of different days.
- McMurray-Kilduff “Big Cash Grocery” sale, Iowa State Democrat, Jul 20,1899, page 4.
- McMurray shipment of butter to Des Moines, Newton Daily Herald, June 2, 1902, page 1, via newspaperarchive.com.
- “Oldtime Cookbook Has Flavorful Recipes” (Will McMurray’s Meat Market sponsorship), Newton Daily News-Centennial Edition, August 10, 1957, page 5 (of 148) via ancestry.com.
- McMurray-Killduff claims approved by Board of Supervisors of Jasper Co., Newton Record, 19 Apr 1900, page 7.
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