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Who’s Who in Newspapers – John Wanamaker edition
November 10, 2025 by GuyHeilenman · Leave a Comment
Typically, our “Who’s Who in Newspapers” series highlights individuals who were unfamiliar to me before I delved into the world of Rare & Early Newspapers. Today’s post is a departure from that norm. While reviewing the December 12, 1922, issue of The Bethlehem Times, I came across a front-page report of John Wanamaker’s passing. The article stirred a flood of childhood memories tied to this remarkable man whose legacy left a lasting impression on me. Eager to share his story, I hope the following introduction sheds light on his extraordinary contributions.
John Wanamaker: The Merchant Who Made Shopping an Experience
From personal memories to retail innovation, Wanamaker’s left a legacy that reshaped both commerce and tradition. Every December starting in the mid-1950s, my parents bundled up my siblings and me for a trip into Philadelphia to see the Christmas light and music show at Wanamaker’s (currently being converted into a mixed-use facility). To us, it was pure magic — thousands of twinkling lights, the sound of the great pipe organ, and crowds of families gathered in awe. With my grandmother working in the store during those years, Wanamaker’s always felt like more than a department store — it felt like part of our family’s story.
That sense of wonder was no accident. John Wanamaker (1838–1922), the man behind the store, believed shopping could be more than a transaction — it could be an experience. When he opened his Philadelphia department store in 1876, it quickly became a model for modern retail. Wanamaker pioneered the one-price system (no haggling), introduced the money-back guarantee, and used newspaper advertising on a scale few had seen before.
He also reshaped how Americans paid for what they bought. Realizing that many working families couldn’t afford to pay cash for larger purchases, Wanamaker offered installment plans and charge accounts. This bold move laid the foundation for consumer credit, opening the door for more households to access quality goods.
Beyond retail, Wanamaker served as U.S. Postmaster General under President Benjamin Harrison, introducing commemorative stamps and expanding rural mail delivery. Yet it was his Philadelphia store — both marketplace and civic landmark — that became his greatest legacy.
Even today, the memory of standing with my siblings beneath the glow of the light show while the Wanamaker organ thundered through the Grand Court remains a vivid reminder of how one man’s vision reshaped not just shopping, but tradition itself.
Wanamaker’s Firsts – Innovations that reshaped retail
- One-Price System – Ended the practice of haggling; everyone paid the same fair price.
- Money-Back Guarantee – Built customer trust and loyalty.
- Large-Scale Advertising – One of the first to use newspapers to reach wide audiences.
- Department Store Experience – Turned shopping into a cultural outing with art, music, and public events.
- Consumer Credit – Introduced installment plans and charge accounts, paving the way for modern credit.
