Visiting Sears, Roebuck and Company in 1935, Asbury Park, New Jersey


When I first saw this image on the Duke University website, it reminded me of the miniature towns that I used to build when I was a kid. It's looking south on Main Street at Summerfield in Asbury Park, New Jersey in 1935, and it's just too perfect. Let's take a look.

First of all, just to get us oriented, and to prove it's real, that building just south of Sears is still there. You can go on Google Street View and take a look. There's a laundromat now where the Sears used to be.


There's just so much to see! I like their slogan "We save you money". Catchy! Looks like you could get lawn chairs and umbrellas so you could soak up the sun there by the ocean. Of course, you could get tires and batteries, and all kinds of service for your car.


This is just too much fun looking at the cars and buildings! The truck on the left says "Butler Poultry Farm". To me, it looks as if someone said, "Let's do a miniature of 1935, with lots of fun details." The hand-drawn sign for Plumbing and Heating, tel 5940 is a nice touch. But wait, it gets better! Take a look at who's parked over  at Schmerler Furniture!


Yes, there are a couple of people sitting in a rumble seat. I've never ridden in one, but I remember my parents talking about doing that - they were kids at about this time.


By the way, just look at those cars! If I were setting up this scene in miniature, I'd be saying, "OK, I'll have the truck turning left here..."


But let's not forget what we set out to do, to go to Sears. OK, that would be me on the right. Or would that be you? Are you taller than me? I'm trying to read what it says on the sign. "Most complete retail stores" I think. When I was a kid in the 1960s the slogan for Sears was "Sears has everything" and they really did have a lot of stuff. And if you couldn't find it in the store, you could order it from the catalog. Oops, now I'm sounding like a commercial!

Thank you for visiting Sears with me in 1935! And don't forget Roebuck!

Image from the Duke University Library Digital Collections.
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