By Tara V. Kohlenberg —

By the time I sat down to write this story, we were several weeks into back-to-school ad campaigns for clothing, athletic gear, and school supplies. The term “back-to-school” made me think of popcorn, parakeets and Big Chief tablets.

Maybe your brain doesn’t track like this, but there is something oddly comforting about the smell of freshly made popcorn, the sound of tweeting parakeets, and a new Big Chief tablet. In New Braunfels, it meant shopping at Winn’s.

Winn’s was my favorite back-to-school shopping place. They had everything we needed and then some. Winn’s was what they called a variety store, a five-and-dime or simply dimestore. It was downtown across from the post office on Castell Avenue (now 2tarts Bakery and River Rose Boutique). I loved Winn’s. I can still smell the fresh popcorn and hear the parakeets twittering in the back of the store.

Winn’s, founded in 1926 by San Antonio businessman Murray Winn, opened its 55th store in New Braunfels in 1959. Winn’s Stores Inc. bought the North Castell Avenue property from Norman J. Henne in March of ’59. An 8500-square-foot building was built after they razed buildings previously housing Schumann’s Battery Service, real estate office of Hilmar Doehne, and the burned out remains of Fred D’s Sporting Goods Store.

Before that, school supplies were purchased at drug stores or places like Vollmer’s or National’s Five & Dime (now Antique Mall). It must have been somewhat competitive since the stores tried to entice school shoppers by offering coupons for ice cream sodas or a free pass to the movies. I am not sure that Winn’s ever had that type of promotion.
A typical list from my childhood mirrored that of the 1959 New Braunfels Independent School District first-grade supply list. On it were nine items: #2 pencils with erasers, box of eight crayons, pointy scissors, spiral composition books, mixed construction paper, tissues, jar of paste, a pencil tablet and a cigar box.

This year’s NBISD supply list for first grade has at least 20 items. The basic items are still the same today, including crayons, construction paper, spiral notebooks, tissues and scissors (but scissors are no longer pointy). Gone is the paste that came in glass jars and tasted like mint (so I have been told). Teachers today want glue sticks.

They have replaced pencil tablets with primary notebooks. The pencil tablets were 8 x 12 pads of wide lined newsprint writing paper with Big Chief being the favored brand. Easily recognizable from anywhere, it had a red cover with an image of a Native American chief on it. It was my very own new pad of writing paper for a fresh start.

Cigar boxes were the predecessors of today’s plastic pencil box. Everyone used what was available. Back when people smoked cigars, the pharmacies and stores would save the boxes to sell with school supplies. I loved the smell of tobacco when I opened the lid of my new cardboard King Edward cigar box. Later, as people smoked less, cardboard boxes were specifically made for school supplies in bright colors, but it just wasn’t the same.

As we grew out of the Big Chief phase, we got filler paper to put in our zippered 3-ring binders which we carried in our satchels (a dorkier, more cumbersome book bag). There were no Trapper Keepers or backpacks, but we did have lunch boxes. Mine was a shiny, black-patent-look Barbie lunch kit with matching thermos. Unlike today’s Yeti insulated cups and mugs, a thermos in those days was lined with glass. Yep! A thermos in the hands of a second grader was risky business. Just one bounce when dropped and you had instant crystal maracas (which every mother loved to hear).

As for school clothing choices, there was not a lot available in downtown New Braunfels. Some people ordered through catalog stores like JCPenney or Montgomery Ward. There was no Amazon or overnight delivery so it took weeks to receive it. We got one pair of school shoes that had to last until summer: saddle oxfords or P.F. Flyers or Keds. New Braunfels had B&B Poll Parrot (left side of the New Braunfels Art League next to Scores sports bar) for shoes but they were probably a little pricier than Winn’s.
Winn’s had blue jeans, shirts, socks and tennis shoes in stock for boys. For girls, they had petticoats and slips and socks. They also had a healthy stock of bobby pins, hair bands, clips, and Aqua Net. I really do not remember the dresses at Winn’s because my mom made dresses for my sister and me. But the fabric — there were tons of fabric and patterns and buttons and zippers. I would spend time looking at pattern books while my mom shopped for fabric until I got sent on a mission to find my brother.

My brother, and most of the boys, could usually be found in the back of the store looking at all the things my mother said no to: bubbling aquariums full of fish or the dozen blue-and-green parakeets in a cage or the turtles. He did talk her into a turtle once.

Beyond school supplies, Winn’s had a wonderful supply of anything found in a variety store including lamps, curtains, laundry baskets, toilet paper, garbage cans, kitchen gadgets, costume jewelry, candy, and the list goes on.

In May of 1968, a second location of Winn’s Variety Store was opened in the new Landa Plaza Shopping Center (Das Rec) that was designed to look like faux fachwerk. It was the 87th store. It was closer to our house, but we still liked to go to the downtown Winn’s.

Winn’s Stores continued to expand in Texas, Oklahoma, and New Mexico under other ownership, reaching 230 stores in 1987. Then things went south. Walmart and other major national retailers began moving into cities with their discount department store model. Then the dollar stores began popping up.

Winn’s sold off stores, closed others, and filed bankruptcy before finally dissolving in 1995. It was a great ride that made a ton of memories! Especially the popcorn, parakeets and Big Chief tablets — and I almost forgot, the ICEEs!

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By Tara V. Kohlenberg —

Did your mother ever give you the job of pasting trading stamps into books? Mine did. My childhood is full of rainy afternoons spent licking (or wetting with a sponge after I got smart) drawers full of S&H Green stamps. That entitled me to browse the S&H Idea Book to see what we could spend our stamps on. It was almost as cool as looking through the JCPenney Christmas Catalogue… almost. My recent discovery of trading stamps in the Sophienburg Collection prompted a little more in depth look at trading stamps in New Braunfels.

Before there were frequent flyer miles, hole punched discount cards or computerized loyalty discounts, there were trading stamps. Trading stamps were developed as a retail loyalty program. Merchants would purchase the stamps in varying point denominations and give them out based on the amount of the purchase. Stamps were then pasted into savings books and redeemed for other merchandise. Sperry & Hutchinson created S&H Green Stamps in 1896. They were one of the first loyalty programs of its type. Issued in denominations of one, ten and fifty points, the gummed paper stamps were mostly distributed to supermarkets, department stores and gasoline stations.

The first Herald advertisement with S&H Green Stamps in New Braunfels appears in 1915, by the Pfeuffer-Holm Co. furniture store. The ad announces the adoption of the “Sperry System of Profit-Sharing” to reward their cash paying customers, much in the same way that the bank pays interest on the money one saves. Then in 1922, Green Stamps appear in ads by Ludewig Furniture (now Johnson Furniture) and also by Oscar Haas & Co. clothing (yes, our County Clerk and historian was a man of many talents). They even gave S&H Green Stamps with the sales of ladies’ corsets and brassiers.

Trading stamps grew in popularity over the years, especially with the spread of chain gasoline stations and supermarket chains. Most retailers found it easier and more profitable to award all purchases than just the cash sales. The height of collecting trading stamps came during the 1950s and 1960s. Here in New Braunfels, the only Herald ads promoting green stamps in the late 50’s was Plaza Drug. Numerous others followed and proudly posted their Green S&H shield in their windows like Mom ‘n Tot Shoppe. Some had large free standing metal signs out front of their businesses to get your attention. Tip Top Cleaners even posted an S&H logo in their 1965 Yellow Page ad.

There were other trading stamp competitors. One such competitor was Texas Gold Stamps. Developed by HEB in 1955, Gold Stamps were run as a subsidiary and available to all merchants. Gold Stamps did not appear in local advertising until 1958 promoted by Ritter Service Station locations in New Braunfels. Within a short period of time there were a lot of merchants touting Texas Gold Stamps, including HEB, City Pharmacy, Jarisch Gulf, Landa Texaco & Sinclair Service Station.

In the 60’s, grocery stores were noted for Green Stamps bonus days. In 1964, Baenziger Model Market opened (now part of NBISD Ed Center). My mom shopped at Baenziger’s to take advantage of the Double Stamp Wednesdays. (Yay, more to paste. More to dream of getting!) Then in 1966, the Great Atlantic & Pacific Tea Company opened an A&P Grocery Store in Landa Plaza Shopping Center (now Das Rec area). They brought with them their own brand of trading stamps – McDonald’s Plaid Stamps. Other lesser known trading stamps appeared as well. Sometime in 1964-65, Superior Market & Grocery, on the corner of North Union and Garza (now a small office building) began offering S&S Red Stamps. I have neither seen these or found any information on them, but Superior’s grocery ads touted that S&S Red Stamps “Spend like Cash with your hometown Merchant”. The redemption center was listed as Dedeke’s Housewares and gifts at 215 S. Seguin. I would think that it was fashioned after the S&H Green Stamp program, but with local merchant products. Red Stamps lasted until about 1967, when the store loyalty program changed to Gold Bond Stamps. Weyel’s Foodliner gave out Top Value Stamps.

By 1965, trading stamps were saved by 35 million of the 50 million families in America, redeeming $500 million dollars in stamps each year. However, trading stamps began to decline after that. In 1967, a joint ad from Comal, Plaza and City Drug stores stated that “effective immediately” trading stamps would no longer be given, but they would give 10% cash discount on all purchases. Wuest’s Grocery never gave trading stamps. Instead, they promoted their lower discount prices every day. More stores began to realize the savings in ditching stamps. With the economic downturn and gas crisis of the 70’s, trading stamps held less value and shoppers realized that they could get their premium items almost as cheaply by buying outright. The stamps became too much trouble. S&H continued on until about 2013, then became S&H Points. As of December 2020, their website states that points are no longer valid and cannot be redeemed.

So what did we end up getting on our big S&H Green Stamp shopping trips to the redemption center in downtown Seguin? I remember my dad getting lawn chairs. My mom got a new bathroom scale and my sister and I got a vanity chair with a hot pink (not quite psychedelic) “fuzzy” seat cover when we redid our room in high school. What did you get?

Sources: Sophienburg Museum and Archives newspaper collection; https://www.tshaonline.org/handbook

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