Frank Winfield Woolworth: April 13, 1852-April 8, 1919
REMEMBERING
WOOLWORTH’S
A Nostalgic History of the World’s
Most Famous Five-and-Dime
Karen Plunkett-Powell
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ALSO BY KAREN PLUNKETT-POWELL
The Nancy Drew Scrapbook
To the memory of
Frank Winfield Woolworth, and to that of the other founding fathers: Charles S. Woolworth, Earle P. Charlton, Seymour H. Knox, Fred M. Kirby, William H. Moore and Carson C. Peck. Although the name "Woolworth" has been removed from the company masthead, the contributions of the pioneers of the world’s most famous five-and-dime will persevere.
CONTENTS
Acknowledgments
Nickel Parakeets and Grilled Cheese: Welcome to the World’s Most Famous Five-and-Dime
The Woolworth Tradition
The Rise of “Everybody’s Store”
The Demise of an American Icon
Good-Bye Woolworth’s!
Preserving the Legacy.
PART ONE
REMEMBERING FRANK WINFIELD WOOLWORTH: THE MERCHANT PRINCE
Chapter One: Early Years of the Merchant Prince
Struggling Upward
Ancestral Trivia: The Woolworths Meet the McBriers
The Farm Boy with Napoleonic Dreams
Early Adventures in the North Country
Frank Prepares to Trade in His Hoe for a Tie.
Chapter Two: The Birth of Woolworth’s “Great Five-Cent Store”
Watertown, New York—City of Opportunity
Frank is Crowned the Worst Salesman in the World
A New Talent, A New Hat and A New Love
The Five-Cent Counter Causes a Stir
Frank’s First Store Opens in Utica
A Glory Short-Lived.
Chapter Three: Frank Sires a Million-Dollar Baby in Pennsylvania
Lancaster City: Birthplace of an Empire
The Woolworth Brothers Band Together, 1881–1886: Let the March of Dimes Begin.
Chapter Four: The March of “Five-and-Dimes”
The Road to Riches
A Master Plan Unfolds
The Great 65-Million Dollar Merger
The Woolworths Take Their Place in Society
A Tale of Castles and Despair: Twilight Years, 1912–1919.
Chapter Five: Reaching for the Sky: The Great Woolworth Building
The Story of the Skyline Queen
The Architect, the Builder and the Bankroll
The Eighth Wonder of the World Takes Form
Woolworth Building “Firsts”
The Cathedral of Commerce Through the Decades
Tradition Lost … Tradition Remembered.
PART TWO
REMEMBERING WOOLWORTH’S … AROUND THE WORLD
Chapter Six: Woolworth’s International
Woolworth’s in Canada
Frank Woolworth’s Maiden Journey to Europe
A Tour of London … and Beyond
The Birth of Wooley’s in Liverpool
Wilkomen, Woolworth’s: The Story of F. W. Woolworth Co., G.m.b.H.
Woolworth’s in Cuba
Mexico and South America: F W. Woolworth Co., S.A. de CV and Mexico
Woolworth’s “Down-Under”; The Australian Market
The Mystery of Woolworth’s in Cyprus
The Many Faces of Woolworth International.
Chapter Seven: Transition: From History to Nostalgia
The Passing of the Chief
Woolworth’s Enters the Modern Age; Seeds Planted for Nostalgia.
PART THREE
REMEMBERING … THE STORES!
Chapter Eight: Those Fabulous Lunch Counters!
A Little Soup With Your Parakeet?
Woolworth’s “Food Firsts”: Candy, Soda Water, and Ice Cream
The First Woolworth’s Refreshment Rooms
Wooley’s Post War Luncheonettes
The End of an Era
Woolworth’s in Turmoil: The Lunch Counter Sit-Ins
The Smithsonian’s Woolworth’s Exhibit.
Chapter Nine: A Store for All Seasons
A Winter Wonderland for the Working Class
Gold Tinsel and Tree Ornaments: 1800s Style
The Grinches That Tried to Steal Christmas
A World of Bunnies, Shamrocks, and Candy Hearts
Autumn Specials: Back-to-School, Halloween, and Thanksgiving
Setting Up House Five-and-Dime Style
Mementos of Holidays Past.
Chapter Ten: The Spectacle of Woolworth’s
Drama and Artistry: Five-and-Dime Style
Opening Day Galas and Special Events
The Woolworth’s Roof Garden and Vaudeville House
Woolworth’s in Hollywood
The Woolworth’s Medley: Sheet Music, Ragtime and “The Woolworth March”
I Found a Million-Dollar Baby in a Five-and-Ten Cent Store
For Your Listening Pleasure: The Woolworth Radio Hour
On-stage Now! Mr. Woolworth Had a Notion.
Chapter Eleven: Woolworth’s Coast to Coast
Which F. W. Woolworth Do You Remember … and Why?
A Red Front for Every Kind of Town
The Five-and-Dimes of Tourist Centers and Big Cities
Oh, Those Pet Departments!
Woolworth’s in the News: Strange But True
The Heart of the Red Fronts: The F. W. Woolworth Employees
The Woolworth’s Employee Structure
The Counter Girls.
PART FOUR
PRESERVING THE LEGACY
Chapter Twelve: The Collectibles!
Reaching Out to Five-and-Dime Infinity
Woolworth’s Exclusives
Woolworth Building Collectibles
F. W. Woolworth Co. Commemorative and Anniversary Publications: 1919–1979
Lunch Counter Memorabilia
Store Signs, Fixtures and Carry-Alls
Advertising Memorabilia.
Selected Bibliography
Index
ACKNOWLEDGMENTS
Many of the individuals I want to acknowledge are people I have grown to know very well, even though I have never met them in person. Due to the magic of today’s technology, I was able to communicate with people in big cities and rural towns all over the United States, and across Europe. This was a wonderful experience, and I appreciate the way you all took time out of your busy schedules to answer my e-mails, faxes, and phone calls. Others among my acknowledgment list are those who have been in my life for years, and I continue to value their friendship.
First, I want to extend my heartfelt appreciation to the Woolworth’s “boys” who shared their valuable business insights and personal experiences about ye olde Red-Fronts: Chuck Wilkerson, John Compton, Tom Biglin, and the ever-entertaining and knowledgeable “El Verde”—as well as those legal beagles and former Woolworth’s execs, employees, and “Z” message board posters who prefer not to be mentioned by name. You helped me locate primary source materials, copies of Frank Woolworth’s “General Letters”, hard-to-find company brochures, photographs, and vital reports. Without these contributions, this book would not have been possible.
To Sue Woolley and Mike Frankel, who have enriched my life with their goodness and have made the road to finishing this book a road filled with joy; and to author Helen
C. Pike for her inspiration and ideas.
For editing assistance, I salute my critique partners, Donna Steinhorn, Lois Simon Rosenthal and Johnnie Ryan Evans.
Deep appreciation to my talented editors, Andrew Miller and Marian Lizzi, to my agent and dear friend, Alice Orr, to copy editor, Nancy Hanger, to Anikah McLaren, and to the outstanding art and design team at St. Martin’s Press.
Kudos to those incredible researchers who always managed to find the most obscure data in record time: Joel Gaines, and the Three Wise Men: Charlie Boyle, Art Jenssen, and Dr. Ed Buckley.
Hats off to Ginger Shelley, Jim Stokes, Anne Adams, and the rest of the staff of the Lancaster Historical Society in Pennsylvania, as well as to the Jefferson County Historical Society of Watertown, New York. Both organizations have made an important commitment to preserving the Woolworth legacy.
Special thanks are in order for those of you who so generously shared your time, knowledge, memories, special skills, photos, documents, five-and-dime collectibles and/or much-needed support and encouragement: John W. Adams, Sandy Biggs, Joe Bilby, Mary Blatnik, The Book Haven of Lancaster, Victoria Broadhurst, Joel Cadbury, Ellen Childs, Barbara Comerford, Chris Cormier, Charles Correll, Veronique Daganaud, Nick, Elaine & Gail De Risi, Dorn’s Photo, John Dylla, Sandy Fergesun, Bob Finnan, Melodie Francis, Olga Freeman, Bill Ignizio, Eric Jung, Andrea Kane, Shannon Kelly, Annie A. Kruger, Marie Lance, Geoffrey S. Lapin, Liz Larabee, Pat Leary, Joan McAfee, Lois McDonald, Stacey McDonald, Joanne, Tom and Zan McGreevy-Yeck, Jim McNamara, Cindy and Doug Moreau, Rosemarie Plunkett, Eric Rosenthal, Anne Savarese, Rosemary Schafer, Jane Schoener, Art Scott, Penny Scott, John and Kim Sitra, Marie Solomou, Michael Steinhorn, Patricia Sinnott-Stott, Scott Thompsen, Jeanne Thompson, Andrea Vaughan, Clare Wharton, and all of the people who shared “Time Capsule Memories”.
There was one particular Art Consultant who merits special mention; a person who prefers to remain anonymous, but who helped me by extending unconditional support, and unlimited time and energy. You’re one in a million and the world is a better place because you are here.
And of course, a loving hug for Jason, just for being you.
PROLOGUE
Nickel Parakeets and Grilled Cheese:
Welcome to the World’s Most
Famous Five-and-Dime
F. W. Woolworth store, 34th Street, NYC c. 1954
Rita was 16 years, hazel eyes and chestnut hair.
She made the Woolworth counter shine.
Eddie was a sweet romancer, and a darn good dancer.
They’d waltz the aisles of the five and dime …
—Song: “Love at the Five and Dime” by Nanci Griffith
The Woolworth Tradition
Two straws—one dream—all for a dime on Mainstreet, U.S.A.!
For 118 years, the local Woolworth’s “Red-Front” was known as everybody’s store, the place one could find just about anything—including romance. Indeed, Cupid was a steady customer of F. W. Woolworth. During the glory days of the five-and-dime, his golden bow bewitched thousands of young couples at Woolworth lunch counters. It was a common bring-a-smile-to-your-lips sight to see those red vinyl stools brimming over with starry-eyed lovers sharing an ice cream soda after a weekend movie matinee.
Those same lovers were most likely introduced to F. W. Woolworth stores as children. For millions of customers, the Woolworth’s tradition started early, and continued to play a part in each stage of their lives. The first stage was usually experienced from the vantage point of a baby stroller, with its pint-sized occupant gazing wide-eyed at this new wonderland which mama called “the five-and-ten.” After their strollers were stored away, growing children armed with hard-earned pocket change would walk through the aisles, gazing at the profusion of colorful merchandise, and spend perhaps an hour choosing just the right handkerchief for Uncle Henry, or an Easter corsage for grandmother. There were always a few coins left over for lemon drops at the candy carousel, a “fortune” in the penny weight machine, or a coveted tin soldier.
Teenagers, too, found Woolworth’s a province of endless fascination. It was “the” place to buy their first tube of lipstick or hair tonic, a stack of 45 RPM records, or posters of their favorite movie stars.
As the years flew by, and an adult’s salary replaced a childhood allowance, one would pass over crayons and whistles in favor of Stardust pettislips, MacGregor cologne and “Fifth Avenue” boxed stationery. A Saturday morning shopping excursion offered a seemingly endless supply of yarn, bobby pins, cotton towels, garden tools and curtain rods. Flashy overhead displays advertised favors and decorations for every occasion, from baby showers to bridge parties. A box of green wax candles and a sugary cake topper guaranteed a rich birthday celebration for even the poorest child.
TIME CAPSULE MEMORY
“Teen-age fun at Woolworth’s”
I really believe that Woolworth’s had just about everything a person needed! As a teenager, I rarely got past the makeup section, unless it was to buy records. Records at that time were thirty-five cents, and I remember my mother would have a fit over the price.
—Lynda Phebus, Clarks Hill, Indiana
Not surprisingly, in December, Woolworth’s became a holiday mecca for the budget-conscious family, a fantasy of tree angels and fragile glass ornaments, foil garlands, and glitter-sparked pine cones; Nativity figures and wooden Hanukkah dreidels. The original F. W. Woolworth Christmas catalogs featured beautifully illustrated watercolor covers, offering everything from Gene Autry holster sets to Woolco cotton threads—with the promise that the financially strained family could pay with Woolworth’s convenient layaway plan. Best of all, this promise, along with the endless supply of bargains, lasted all year, from one holiday to the next.
The twilight years of a dimestore patron often brought the shopping experience full circle. Seniors would bring their great grandchildren to Woolworth’s, often as a special treat. On a whim (or at the urging of a tenacious toddler) little Bobby or Missy might leave the store cradling a clear bag full of water, tied securely by a smiling, uniformed counter girl. Inside the bag, a pair of confused goldfish would swim around in circles, awaiting transport to their new home. Grandchildren who had been especially well-behaved were rewarded with a blue parakeet or a green turtle.
During the 1930s and ’40s, placards like these heralded the many bargains of Woolworth’s. In the early days, Christmas tree ornaments cost 6 for 23¢!
When Grandma or Grandpa visited by themselves, the local five-and-dime became a place to browse the aisles and greet old friends. And after the shopping was done, one could always saunter back to the lunch counter for a grilled cheese sandwich or hot turkey dinner. Most people do not realize the Woolworth Company pioneered the concept of offering a turkey dinner all year round—not just at Thanksgiving. Back in the 1930s, a complete turkey dinner, including beverage and dessert, cost only a quarter.
TIME CAPSULE MEMORY
“The toy farm animals of my youth”
My best friend and I used to visit our local Woolworth’s in California in the late 1950s and early ’60s. Our mothers bowled for fun, and the five-and-dime was conveniently located right next to the bowling alley. We would sneak away from the bowling alley and head straight for Woolworth’s great toy department. In those days, just about every kid had a metal or plastic toy barn, and Woolworth’s had many, many rubber farm animals. If we were lucky, we would have money to buy an animal or two. We played with these things until we were old enough to be embarrassed if any of our other friends caught us!
—Cat Campbell, North Fork, Ca.
For some of us, it is the experience of working at the local five-and-dime that triggers the most vivid memories. Through the decades, the F. W. Woolworth Company’s “Red-Fronts” employed hundreds of thousands of sales clerks, counter girls, cashiers, and stockboys; the latter often started out as minimum-wage “Learners,” and then ascended to the upper ranks of the company.
Grand Reopening of Re
d Bank, N.J. store, c. 1945. Note the penny weight machine far right.
TIME CAPSULE MEMORY
“The five-and-dimes of Sandusky”
I really miss the Woolworth’s stores because their reasonable prices, and variety of products, could not easily be found at other stores. For people on a budget, the five-and-dime was the perfect place to shop. Sandusky, Ohio had three busy downtown Woolworth stores, the first one was established before 1910. As a child, my mother often took me shopping on Fridays, and while at Woolworth’s, I’d always walk over to the fish aquarium and watch the beautiful goldfish with long, black fan tails and black spots. As an adult, I shopped at the five-and-dimes in Perkins Plaza and the Sandusky Mall, browsing the aisles for yarn, and for crocheting and crafting projects. The store was very popular with the ladies I worked with at New Departure GM Division, since we worked on crocheting and craft projects during our lunch and personal times.
—Mary Manning Blatnik, Ohio
During the war years, the vision of a Woolworth’s candy girl, looking snappy in her starched blue uniform and cap, was as familiar a sight as the young soldier marching off to battle.
So loyal were those early employees, that during the women’s labor strikes of 1939, when the strikers barricaded themselves in the Woolworth’s stores, they continued their cleanup duties. They made certain that every floor they marched upon was swept, and that every single parakeet was fed. And you can bet the company acknowledged their courtesy, even as they haggled over the minimum wage. It was all part of a team spirit instilled many years before, by F. W. Woolworth, the man known as the “Merchant Prince.”
During World Wars I and II, Woolworth’s counter girls held down the stores, often taking on the role of managers, while the boys went off to battle.
The Rise of “Everybody’s Store”
Remembering Woolworth’s Page 1