Store Windows

Stearns & Foster encouraged dry goods and department stores to set up window and counter displays as a way to market quiltmaking materials, suggesting that they turn their stores into “Quilt-Headquarters.” The company loaned quilts made from Mountain Mist patterns so the stores could create appealing displays that drew people into the store.

In addition, a free booklet provided the stores with all of the materials needed to create a show, including a planner, ready-made newspaper ads, display cards and instructions on how to display the quilts. The marketing scheme was a great success. For example, King’s Dry Goods in Kearney, Nebraska, reported the biggest dry-goods sales in its history when it staged a show in 1933.

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