Christmas 1918

100 years ago around this time, our relatives would have been making a list, and checking it twice. 

Exeter, Ontario attracted shoppers for miles around, including the Lucan-Biddulph region. 
 

Source: The Exeter Advocate, 12 December 1918, page 8.

B.W.F. Beavers' Exeter Bargain Store was a dry goods store carrying clothing, shoes, and a range of household items from towels to handkerchiefs.

I know you're tittering into your handkerchiefs at the mention of "RUBBERS IN ALL STYLES" but I'm here to tell you that the "rubbers" in question were galoshes, rubber footwear designed to protect your shoes from the rain.

The Rubbers of a Gentleman, 1913.

"I'm gon'ta have em if it takes me last Nickel"

And braces? That's just another word for suspenders; used to keep your trousers (pants) up. Trousers were still high-waisted in the early 20th century, making it impractical to wear belts. It wasn't until the 1930s that belts became a popular men's accessory.

Man wearing suspenders to hold his trousers up.

One wonders if Mr. Beavers managed to lure shoppers into making 1918 a "footwear" Christmas.

You have to give Mr. Beavers credit for trying to discourage frivolous expenditure at Christmas. 100 years later, not much has changed, aside from the cut of your trousers.