John Singleton, “Remember trading stamps?,”
Advertising News, November 26, 1971, p. 4.

It was only a matter of time before we saw the Consumerism movement exploited by Giant Industry.

You see Consumerists and Giant Industry have one thing in common: they both believe the housewife is an absolute idiot!

One group wants to protect her from herself.

The other wants to make as much money out of her idiocy as is inhumanly possible. Both fail.

The example I want you to think about is last week’s incredible and, hopefully, unconstitutional decision to ban trading stamps. I want you to think seriously about trading stamps because the principle at stake is very important to your future, if any.

First, you have to put yourself in the position of a real person like your Mum. This is hard because you are in advertising and therefore about as real as a plastic flower, but try anyway.

The housewife is not an idiot. But she knows you think she is and she pays you back every day by making life as expensive for you as possible.

She knows what she really wants, she knows how she wants to buy it, when she wants to buy it, how often she wants to buy it, and even how much she is prepared to pay for it.

But you don’t give her what she wants. You give her the same old stuff your machine spluttered out last year, and the year before that.

Your competitors do the same.

And you all sell the same old stuff in the same old shops and the housewife knows it.

It makes her furious and she looks for extra things to try and make these unwanted products a little more palatable.

The toy in Corn Flakes.

The 3 cents off the can of soup.

The huge trade-in.

The free mower when you buy the refrigerator.

She knows the free gifts are not really free, but she knows that the offer is appealing and she buys.

If she finds the offer unappealing she does not buy and realism returns and thus discount stores arrive and prosper.

The circle is continuing and will continue to continue as long as no marketing takes place.

Now in the midst of all this nothing taking place, comes trading stamps.

The trading stamp principle is as simple as this:

The housewife spends 5 cents, she gets a stamp.

She gets $64, she fills a book.

Every time she fills a book she is eligible for a gift, and the more books she fills the bigger gift.

The stamp company makes its money out of selling the stamps to the retailer, buying the gift wholesale and redeeming them at retail.

The retailer hopes to make money because there is a segment of housewives who prefer this type of discount to another.

It is a pretty simple premise and one that has been operating legally in N.S.W. since the 1800’s, and operates today in the U.S.A. as a $732 million per annum business.

And then suddenly trading stamps really got going as they should and the big retailers got together and sat around and panicked about the whole thing for reasons which completely escape me.

And in about five minutes flat the N.S.W. Government decides to outlaw trading stamps.

This fine body of men who run a book on every race meeting in the country, who run a lottery every day, who wallow in riches that spew out of poker machines, these wise men banned trading stamps.

Suddenly, overnight, trading stamps were evil.

And the 500,000 housewives in N.S.W. who were saving the stamps were once more safe and protected. From what? For what?

What’s next? Where does it start? Where does it stop?

It won’t stop until it is too late, until you care enough to do something about it.

You won’t.