This week we’re sharing some Christmas-themed adverts from the December 8, 1909, edition of The Hants and Sussex News.

The Hants and Sussex News was founded in 1892. It was formed from The Petersfield Weekly News, the town’s first local newspaper, which was first published on September 5, 1883, from the Mr FD Button printing business in Lavant Street.

Arthur Wilson Childs became the next owner of the newspaper and remained with it for over 40 years, changing the name of the title to The Hants and Sussex News in 1892.

The newspaper’s offices moved to the High Street during Arthur’s ownership and the paper became affectionately known as ‘The Squeaker’. The ‘Squeaker’ was just eight pages and covered local issues, plus national and international events, in what appeared to be a random order.

The front page consisted exclusively of large format local adverts, while the following pages covered national and local news, Petty Session reports and international events.

The back page included general articles, covering a range of topics including horticultural, fashion and lifestyle advice.

The Hants and Sussex News would later become the Petersfield Post.

Christmas was as big an event in the annual shopping calendar 110 years ago as it is today – and with radio, television and the internet yet to be invented, newspaper advertisements were the best way for shops to get their message out to the public.

As now, traders went to extra lengths to make stores as attractive as possible. All manner of presents were promoted – including those associated with smoking, long before there was so much medical evidence proving how harmful it is to health – along with food and drink for the big day, and places to rest and enjoy refreshments between shops.

Wealthier families in the Edwardian era could afford domestic staff, and their working needs were catered for too.

The advertisements in The Hants and Sussex News included:

Christmas Prospects – It is now only three weeks to Christmas, and people are on the look out for the best shop to purchase their Christmas supplies.

At AS Wilkins, 16 Lavant Street, Petersfield, a huge stock of fancy chocolates boxes and sweets of each variety will be found; smokers must have their tobacco, and no better stock will be found than at this establishment; also, the choicest cigars and cigarettes; beautiful pipes and all smokers’ requisites. A beautiful array of Christmas cards. Cosy tea rooms also provided.

Sausage Meat for Xmas – H Gander, family butcher and poulterer, High Street and Dragon Street, Petersfield, is again enabled to meet the special demands of his customers for pork sausages and sausage meat.

Special Notice – Rowlands and Son are now making a special show in all departments for the Christmas trade.

Useful and fancy articles suitable for presents in great variety. Blouses, belts, furs, gloves, handkerchiefs, ties, umbrellas. An early visit will repay you. The Square and 17 Chapel Street, Petersfield.

W Rickard for Useful Presents – Christmas and New Year’s gifts in blouses, fur necklets and muffs, fancy and linen handkerchiefs, hosiery, ladies’ and gents’ gloves and ties, umbrellas, maids’ aprons, blankets and down quilts. Splendid value at the closest prices. High Street and Heath Road, Petersfield.