Patterns for Pennies

By Susan Sundwall 

A popular feature in hundreds of newspapers in the 50’s and 60’s was the sale of sewing patterns. I ran across one of them recently as I looked through a jumbled pile of old recipes and news clippings I had stored away. The pattern with its charming black and white drawings appeared next to a recipe for creamed turkey and ham tidbits. This particular Marian Martin pattern was for doll clothes and was featured in the Utica (NY) Observer-Dispatch. Pattern layouts were included for a pinny (pinafore), coat, hat, party dress, sailor dress, blouse and underwear—and all for just 30 cents! The ad requested payment in the form of coins. 

Other newspapers regularly showcased popular pattern items including aprons, housedresses, baby clothes, children’s play clothes, and home décor items. Patterns for appliance covers were also in demand. These, along with the apron patterns would occasionally come with an iron on transfer to be applied and embroidered after the sewing was done.  

Seasonal items were also a favorite. Halloween costumes, Christmas crafts, which included crochet, tatting and embroidery patterns, were popular. Transfers were also sometimes included with these patterns as an incentive to buy. However, women were often too busy to fuss with the transfer and subsequent embroidery and that part of the pattern remained unused. 

These pattern offers were a boon to rural woman, many of whom didn’t drive. And it would have been quite acceptable in those days to tape coins (three dimes for the doll clothes) to a piece of cardboard or paper and send it off to the newspaper. This method of payment would be unheard of and advised against today.