J P Coats Child Rifle Shooting Medals Target 1890s Trade Card 4.5 x 3.25

Printed during the 1890s, this J. & P. Coats trade card ties national thread advertising to Jonas Long’s Wilkes-Barre Pennsylvania dry goods store through localized imprinting.

Late nineteenth-century trade cards often functioned as both national advertising and local business promotion, with retailers overprinting their names onto widely distributed branded imagery. Jonas Long’s store in Wilkes-Barre, Pennsylvania was a prominent regional dry goods and department-style retailer, and its inclusion here situates the piece within the commercial networks that connected major manufacturers like J. & P. Coats to local consumer markets.

The front features a child in a stylized uniform holding a rifle beside a target, decorated with medals that emphasize marksmanship and achievement, while a large spool of J. & P. Coats Best Six Cord thread anchors the composition. Overprinted text identifies Jonas Long, Dry Goods, Millinery, &c., at 58 & 60 Market Street in Wilkes-Barre, adding strong geographic and retail context. The reverse presents a detailed chart of needle and thread numbers for various sewing machines, including Singer, Domestic, and Wheeler & Wilson, making the card both visually engaging and practically informative. The item shown in the listing is the exact item the collector will receive.

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