A century ago, a trip down Burbank’s San Fernando Boulevard could lead to some interesting shopping finds. You could have your shoes dyed almost any color, trade furniture for “most anything,” get a free tire tube with a tire purchase, or hunt for bargains during a community Dollar Day sale.
Old advertisements and business news appearing in the Burbank news section of the Glendale Daily Press offer a glimpse of the merchants and services that were part of Burbank’s business district in the early 1920s.
At 140 East San Fernando Boulevard, Nathaniel Johns operated the Burbank Shoe Shining Parlor. His advertisement promised to shine and dye both ladies’ and gentlemen’s shoes “any color.” A shine cost 10 cents, with the price rising to 15 cents on Sundays and holidays. Apparently, a little color change was part of the service, too.
Furniture shoppers had another interesting option. N. Nossoff’s Furniture Co. and Transfer advertised, “We Buy, Sell and Exchange Most Anything.” The business was located at 209 West San Fernando Boulevard, and in January 1922, the newspaper reported that the company was preparing to build a two-story brick building farther along the boulevard, between Verdugo and Santa Anita avenues. Plans called for two storefronts on the ground floor and six apartments upstairs. Thrice Furniture was also advertising a dining room table for $32 and a bedroom set for $215 or a cot mattress for $15 at its 118 W.Broadway store listed under the Burbank section of the Glendale Daily Press Jan. 13, 1922 edition.
The Burbank business directory also included the Exchange Cafe at 112 North Orange Grove Ave., which encouraged customers to try its Sunday chicken dinner, promising, “It’s fine.”
For residents in need of footwear, the Burbank Shoe Hospital advertised men’s dress and work shoes, including the Selz line, as well as shoe-repair services. The business was operated by F. M. Preston.
Women had their own shopping destination at The Parisian, located at 225 East San Fernando Boulevard. The Glendale Daily Press described it as “Burbank’s Exclusive Woman’s Shop and Beauty Parlor.” Its formal opening was advertised in November 1921, with music by Jack Williams’ Orchestra from 7 to 9 p.m. and souvenirs for the ladies.
Other merchants offered their own incentives. Akron Tire Co., at 131 West San Fernando Boulevard, advertised a free tube with every tire purchase for a limited time. At 325 West San Fernando Boulevard, J.L. Smith sold farm implements and general hardware. His advertisement also listed an iron bed and a used Mitchell wagon among the merchandise.
Merchants knew that a good bargain could bring shoppers through the door. The Burbank section of the Glendale Daily Press advertised a Dollar Day event scheduled for June 7, 1922, as shown in the top photo. The offers included 100 business cards for $1 from the Sinclair Printing Co. and a complete set of dishes — six cups, six saucers and six plates — for $1 at the 5, 10 and 15 Cent Store.
DeMoss & Holloman joined the promotion with its own memorable sales pitch: “If you want to sell it—tell it.” The company offered auction, storage, and commission services and advertised a large auction sale for June 10, 1922, at its metal building at First and Orange Grove.
Back in June 1922, Sinclair Printing Shop located at 241 W. Fernando in Burbank was offering $100 business cards for $1 as advertised in the Glendale Daily Press.
The advertisements capture a lively slice of Burbank’s commercial life. There were shoes to shine and dye, furniture to trade, tires to buy, farm equipment to browse, chicken dinners to enjoy, and bargains to be found.
And for a shopper looking to freshen up an old pair of shoes, a new color could be had for just a few cents.
