This year, I will continue my annual tradition of looking back at Christmas from 25 years ago. For 2021, I will look back at 1996.
Given the material available, I will again split this into a two part series. This week will focus on Christmas advertising from major retailers as featured in the metropolitan newspaper while next week will focus on the day itself.
Grace Bros
I have observed that as the 1990's progressed, major department stores were placing fewer advertisements in major newspapers. One exception was Stocktake Sales that follow the post Christmas period.
I found one advertisement for Grace Bros that focused on electrical and whitewoods.
Source: Grace Bros. 1996. "Gift ideas for the last minute Christmas rush" (Advertisement). The Daily Telegraph, December 18: 16.
Discount Department Stores
There was not much advertised in newspapers for 1996. Discount Department Stores are traditionally big with retail catalogues sent weekly to homes. COVID-19 has resulted in less emphasis due to possible transmission.
For loyal Target Customers, how about 12 1/2 percent off provided you shopped on December 16. I miss those days as they have gravitated towards "everyday low prices" like BigW and Kmart. Target may not have the physical presence like they once had but should they consider bringing it back?
Source: Target. 1996. "12 1/2% off everything today" (Advertisement). The Daily Telegraph, December 16: 17.
"$2 Stores"/ Discount Variety Stores
Chain discount variety stores may no longer be with us with the exception of The Reject Shop but lots of bargains on offer, especially Christmas items.
Below is one from Clints Crazy Bargains.
Source: Clints Crazy Bargains. 1996. Untitled (Advertisement). The Daily Telegraph, December 3: 16.
Crazy Prices was part of the Woolworths Group until 2001 when rival Go-Lo purchased the chain. I remember them in Rockdale in the site once occupied by the Woolworths Variety Store.
Source: Crazy Prices. 1996. ""Have a Crazy Christmas at Crazy Prices". The Sunday Telegraph, December 8: 141.
Technology
Adults could still give toys - "big toys" of course. Electronics retailers were keen for their share of Christmas spending.
Source: Tandy Electronics. 1996. "The Answer is [tick] Tandy" (Advertisement). The Daily Telegraph, December 18: 33.
Below is an advertisement from Dick Smith Electronics.
Source: Dick Smith Electronics. 1996. "You'll find presents for the whole family that are Just Right at Dick Smith Electronics!" (Advertisement). The Sunday Telegraph, December 15: 34-35.
Brashs had good savings on computers and software.
Source: Brashs. 1996. Untitled (Advertisement). The Daily Telegraph, December 19: 26.
Officeworks had plenty to offer at their "superstores".
Source: Officeworks. 1996. "Taking care of Christmas" (Advertisement). The Sunday Telegraph, December 1: 42-43.
For our shutterbugs, good camera deals. Digital cameras were yet to be seen commercially. I recently picked up a catalogue for Ted's Camera Stores and you can still buy film cameras and film if you really love old fashioned photography.
Kodak is still trading, even after bankruptcy in 2012. Cameras (digital and film) can still be purchased and still active in image processing, though they are a small player when compared with Canon and Nikon. Ricoh is also a small player in 2021.
Source: G&V Imaging. 1996. "G&V Great Value Gift Ideas" (Advertisement). The Daily Telegraph, December 19:26.
Fletchers Fotographics (since merged with Ted's Cameras) had their own offers as well.
Source: Fletchers Fotographics. 1996. "Last Minute Christmas Gift Ideas". The Sunday Telegraph, December 15:29.
For those wanting discounts, traditionally one has to wait until the post-christmas sales. In recent years Australia has embraced Black Friday and Cyber Monday sales, based on the American custom of Black Friday sales which for them is their busiest trading day of the year.
In 1996, Pauls Warehouse broke the rules, deciding to have their end of year stocktake sale before Christmas.
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