Richmond dispatch. [volume] (Richmond, Va.) 1884-1903, 1897-10-13
HISTORY OF TRADING STAMPS.
The Idea Originated With Two
Bright Young Business-Men.

COmmunlcdteu-NeW 1OTk JOurnll.D
Z. A. Sperry and S. b. Hutchinson are
the originators OF the deservedly popular
trading stamp plan, now in successful
operation all over the country. Mr..
Hutchinson halls from Michigan and Mr..
Sperry is a New Yorker. Three years
ago the former was a hustling merchant
in the little town Of Jackson, Mich. He
was as full of ideas as he was OF enter
prise. One of his plans for increasing
trade was the issuance of tickets. or
coupons, which would enttle customers
to premiums on their purchases.
Mr.. Sperry, in the course OF his
travels arrived i'm Jackson and had occa-
sion TO sell Mr.. Hutchinson some silver
ware. While conducting this transac-
tion his attention was attracted by the
ticket or coupon plan. He thought the
matter over and evolved the trading
stamp idea. He laid the matter before
Mr.. Hutchinson. who quickly saw the
merit of the system partnership be-
tween these two bright young business
men resulted.
The plan was first tried in Jackson.
and II worked like Il charm. In very
little time all the leading merchants or
the town were in the Trading Company's
directory, and the public showed It's
hearty appreciation Of the good thing
offered II.
From Jackson the system was extended
TO Ypsilanti and Battle Creek. Since then
it has been introduced I'm towns and
cities all over the United States and
Canada. Among the large cities In which
1t has scored a big hit are New York,
Brooklyn, Jersey City. Newark, Phila-
delphia, Albany New Haven. Provi-
NNachfngtnp Cleveland.
Baltimore. and Detroit. Ii has also been
introduced into great number of smaller
cities. like Elizabeth, Plainfield, New
Brunswick, and Somerville, ~ j.
The company now has sixty-seven
stores and is adding 10 the number all
the time. As the idea spreads and Its
success wherever tried becomes apparent
kilograms are received every day from
merchants all over the country asking
that they be admitted 10 the list or
those entitled to give the trading stamps.
In Brooklyn alone there are 1000 stores
that handle these stamps. and In the
United States there are over 40,ooO mer-
chants who supply them to customers.
When the number Of customers each or
these merchants has IL computed, II will
be seen how vast an army OF men, wo-
men. and children are interested in this
novel scheme.
Since the Trading Stamp Company
started over thirty more concerns have
sprung into existence II imitation Is
the sincerest fiattery. the Trading Stamp
Company has good cause 10 feel gratined.
But the methods employed by these rivals
are so similar that the public should De
on its guard. AS in every. other busi-
ness. there are persons engaged in these
imitation schemes who are without any
financial standing. Merchants and the
public at large should investigate
thoroughly before taking any stock In
these concerns. The Trading Stamp Com
pany has nearly half million dollars In
vested In it's business and refers 10 X.
q Dun & Co for references.
People naturally regard with suspicion
new enterprises, especially when they are
OF a novel character. But the Trading
Stamp Company has ample capital back
Of II and Is here TO stay. Merchants
whom It does not supply with trading
stamps may call this system OF adver-
tising fraud. but It's the story OF sour
apnles over again. II would be real
sweet fruit II all OF the boys could
reach IL.