If Walls Could Talk: Early Limerick newspaper ads are a snapshot of the times

FROM the late eighteenth century, Limerick was home to a number of newspapers and periodicals which reported local, national and international news. While newspapers are an important source to gauge contemporary public and political opinion, they also contain countless advertisements and sale notices for local services and products. Such content provides a detailed and useful insight into the retail history of Limerick.

Advertisements ranged from land deals to the availability of up-to-date fashion sourced from across the empire.

One page from the Limerick Gazette of September 1804 contains sixteen advertisements and notices ranging from insurance services to requests for cooks. For instance, Richard Storey had for sale at his premises in John Street a ‘parcel of malt whiskey, which he will sell at a fair price to house keepers’. In the Englishtown area of the city, Mr. A. Conolly of the Shoe and Boot Warehouse, 75, Mary Street informed readers that ‘an elegant assortment of Spanish and fancy leathers received from London, will be used to manufacture in a fashionable and elegant style footwear for ladies and gentlemen’.

Conolly’s advertisement featured a woodcut of a boot, an early example of illustration. The Gazette also carried a notice from Anthony Swinburne, a hotelier of Brunswick Street (now Sarsfield Street) thanking his customers for their continued patronage and reminding them that his ‘stables are constantly supplied with hay and oats.’ Similarly, Stephen Walsh took the opportunity to return his thanks to the nobility and gentry for their favouring of his tavern, hotel and livery stables. Walsh’s William Street hotel was ‘stocked with the choicest of wines’ and his bed chambers were ‘airy and well-furnished.’ On Charlotte’s Quay, ‘Barrington’s Pewter, Brass, and Copper Warehouse’ at the Copper Globes provide an insight into the available domestic goods of the day. Barrington’s supplied familiar sounding items such as skillets, buckets, and coal boxes, and less-easily recognised products including toss pans, candle moulds, and fish kettles.

By 1810, several advertisements and notices concerned the sale of newly built houses or plots of building ground in and around the city. For example, a large plot of ground in Denmark Street ‘would be a desirable site for a new store.’ While at the upper end of George’s Street (O’Connell Street), ‘two neat finished houses, in Mallow Street are finished and painted and ready for the reception of a good tenant.’ Oliver O’Brien’s house and quay situated at Henry Street was available to let for ‘lives renewable forever’ and the site featured a deal yard occupied by the long-established merchants, Gabbett and Studdert. Two lots of building ground at Roche’s Street were also offered for sale.

In 1811, insights into home entertainment were provided by an advertisement promoting James Corbett’s Established Music Warehouse at the Apollo, Patrick Street. Corbett had for sale a large collection of musical instruments including piano fortes sourced in London. He also had over 2,000 copies of the ‘newest and most favourite vocal and instrumental musical publications’ available. All musical instruments could be hired.

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On the corner of Patrick Street and Ellen Street, Mr Glover, watchmaker conducted his business. Glover informed the public of his extensive stock including Japanned goods, hardware, cutlery, pocket books, umbrellas, and a ‘handsome supply of jewellery, all of which will be sold for cheap and ready money.’

The death of a well-known individual resulted in local businessmen offering related goods for sale. For instance, ‘fashionable mourning’ items were available at Matthew Ryan’s Warehouse of 32, Patrick Street, while James O’Dea of 22, Charlotte’s Quay informed readers that ‘previous to the death of the Queen, he had a large stock of superfine black and Oxford grey cloth and cashmeres for sale at his premises.’ Coincidentally, it was Queen Charlotte (1744-1818) who died, O’Dea’s premises being situated on the quay named for her.

A more unusual item was advertised in the Limerick Chronicle of 1834 when Monsieur M. Monard from Cologne and Dusseldorf took out an extensive advertisement in the paper. Monard informed the public that he was the sole agent to Jean and Marie Farina, inventors of Eau de Cologne. The advertisement was littered with flowery language and fantastical claims about the contents of the Cologne, and Monard encouraged the public to place their orders at the Clare Hotel, Rutland Street.
While products and fashions change, the needs of customers in a city such as Limerick will continue to encourage retailers to provide the most up-to-date items for the discerning public.

Dr Paul O’Brien lectures at Mary Immaculate College