With December 25 coming up on the horizon fast, Christmas shopping is near the top of everyone’s minds right now.
Whilst Google predicts heated blankets and mini makeup fridges being amongst the items topping giftlists this year, the situation, with a few timeless exceptions, was very different a century ago.
Family history site Findmypast has revealed the top 10 in-demand Christmas presents from the 1920s, at least if you were among the more well-off in society. Some of them, such as the gramophone, have very clear, modern evolutions. Others have long been confined to history.
The findings come from research into the 50 million historical newspaper pages, digitised by Findmypast in partnership with The British Library. The collection allows people to uncover past events great and small as they unfolded, and even find their family story right there in black and white.
Jen Baldwin, research specialist at Findmypast, said: “It’s fascinating to see how much our Christmas shopping habits have evolved over the past 100 years. Our unique partnership with the British Library means Findmypast can reveal what your ancestors were hoping for over a century ago, and you can easily see that life luxuries sat alongside practicalities.
“We loved delving into our vast online collection of over 50 million newspaper and magazine pages to unearth how the nation’s shopping trends have changed over the decades. While some of these gifts would certainly raise an eyebrow today, it’s clear that music, gadgets and clothing will never go out of style.”
The handkerchief
Following the end of the First World War, practical gifts were prized, but shoppers were starting to add a touch more luxury to their presents. In this spirit, British newspaper ‘The Sphere’ details how, at Debenham and Freebody’s, shoppers could purchase ‘pure linen handkerchiefs with a hand-embroidered initial for 19s 6d per dozen, and pure linen cambric handkerchiefs are 23s 6d per dozen.’
The same gift of twelve handkerchiefs from Debenham and Freebody’s would set a modern shopper back between £28 and £34 in today’s money.
Pencils
Imagine the modern day disappointment of getting a pack of pencils, unless you're an artist of course! Well, practicality reigned king back in the 20s, and you may have been lucky to enough to receive The Venus Pencil.
The magazine The Sphere said "‘Venus’ Pencils are made in seventeen blacklead gradations, 6B to 9H…’Venus’ Pencils are always smooth and gritless, and, best of all, they are really economical. They do not cut away to nothing,’ noting that ‘A dozen is a much appreciated gift’.
Cigarettes
Handkerchiefs and pencils have a certain practical element to them, but Christmas has always been a time for, possibly unhealthy, indulgence. But to a modern day reader, this next one might take that to the excess.
In December 1923, The Tatler notes that "cigarettes have probably solved more Christmas gifts than anything else," praising them for their low cost and high appeal. But it wasn’t just cigarettes - it was everything around them as well. Shoppers in the 1920s could also treat a loved one to a cigarette ink stand - a place for both a quill and your cigarettes simultaneously.
The Sketch noted how such a present would make a "really clever and practical gift". This item was remarkably reasonable too, costing just 10s 6d or £21 today, which was "but sixpence more than the ordinary price for 200 cigarettes."
Cocktails
For those looking to get the roaring '20s started, cocktails might well do the trick, showing that not much has changed after all. For as The Sketch observes: "This is the season for parties and dances without end," where the "before-dinner cocktail plays an important part" in such festivities.
Along these lines, 1920s party goers might treat themselves to a case of Gordon’s cocktails, containing "such favourites as Manhattan, Martini, and Gordon’s Perfect." Such a case would set you back 63 shillings, or £129 today.
A party frock
Once you had your cocktail set, you needed an outfit to go with it. The Sphere, in December 1920, notes how "everyone is searching for gifts that shall be thoroughly useful, and it is a well known fact that a dance is ever pleasanter when one knows that one is well dressed."
The Sphere suggests a trip to Woolland Brothers in Knightsbridge, where shoppers could purchase some "inexpensive dance frocks for 6 1/2 and 7 1/2 guineas," - roughly £197 and £228 today. Available for the former price you could buy a "charming affair of glacé silk trimmed with ribbon and flowers," and for the latter, more expensive price, you could gift a "black velveteen frock."
A gramophone
The final present for any partygoer would be to sort the music. Shoppers in the '20s would be seeking out the latest gramophone, a popular choice from ‘His Masters Voice’, now more commonly known as HMV.
The Sphere in December 1926 writes how "the modern gramophone offers possibilities for a very charming and delightful gift." The cheapest gramophone available from His Master’s Voice cost £7 (or £287 today), whilst The Sphere featured model No. 156, which cost £20 in oak (£821 today), or £23 in mahogany (£944 today).
Men’s needs - from razors to socks
"Men dislike very much being overlooked at Christmas-time", according to December 1923’s edition of The Tatler. To remedy this, the title details the "Shaving Grace" of presents for men - the Wilkinson Safety Shaver. The razor was "an excellent means of ensuring a good, comfortable shave all the year round." Prices for such safety sets ranged from 8s 6d to £3 3s, or from £12 to £91 today, making it the perfect present for the man in your life.
A ‘suction cleaner’
For something a little more identifiable to the modern reader, the ‘electric suction cleaner’ was top of the wish lists come the 1920s - vacuum cleaner or 'Hoover', to us in 2022.
The Sphere in December 1926 prefaces its introduction of this labour-saving device by stating: "In these days of high income tax a useful gift is sure of a warm welcome."
"Of outstanding merit," the new gadget is praised as being "one of the most useful appliances in the home of today," with "its exceptionally powerful suction," the suction cleaner could "positively remove all dirt and dust with a minimum of effort."
While it may have been a revolutionary, time-saving novelty to be given a 'suction cleaner' in the 1920s, getting somebody one as a surprise gift today would probably not go down particularly well ...
A banjo or ukelele
Often, the trendsetters of today are the most popular celebs or the biggest influencers of the day. In the '20s, some of the biggest trend setters were from the Royal Family. In particular, the then Prince of Wales, who helped popularise the ukulele.
For those who "never know what to give nephews and nieces whose ages are between fourteen and twenty", The Sketch recommends a visit to Keith Prowse, where the "very thing" could be had in ukuleles, for just 35s, or £71 today.
The establishment also stocked a "banjolele banjo," which had been recently popularised by one of the decade’s greatest celebrities, the Prince of Wales (later Edward VIII). Having been provided to the Prince, The Sketch remarks that the gift of a banjo would "ensure its enthusiastic reception everywhere." The Prince’s banjo was pricier than the ukulele, coming in at £2 6s, or £94.
Cinematographs
In 2022, the latest tech is often at the top of many lists, whether it be a new phone, a new smart device, or a new TV. The same was true in the 1920s. For what The Tatler calls "A Novel Christmas Present," which will give "lasting pleasure," shoppers not short of cash could pick up the latest home video cameras.
Tatler points consumers to the "attractive shop" of Wallace Heaton Ltd on New Bond Street, where they could buy the "little Baby Ciné Outfit" for £10 (£410 today) or the Ciné Kodak model, which showed 16mm film for £16 (£670 today).
For those with slightly higher budgets, they could look for the "Rolls-Royce of cinematography – the Bell Howell Filmo Outfit."
The Bell Howell Filmo Outfit consisted of a camera and projector, which cost £120 (over £4,900 today), and was described as being "a real masterpiece of mechanical precision."
