By Vivienne Milburn FRICS Independent Antiques Auctioneer & Valuer
Advertising ware acts as a form of social history, capturing the mood and values of a particular era more vividly than many traditional antiques – and ensuring its continued prominence in the auction market.
Advertising ware collectables occupy a distinctive position in the antiques and auction market, sitting at the intersection of commerce, design, nostalgia and social history.
Once created as purely promotional items, these objects were never intended to last. Ironically, it is precisely this disposability that now makes them desirable. Their survival helps explain why advertising ware has become increasingly fashionable at auction.
In the19th century, advertising shifted to visual branding that could be instantly recognised – branding tins, enamel signs, ceramics, glassware and shop fittings. These items embedded brands into our daily life.
The 20th century brought further shifts in advertising, with the rise of mass media, youth culture and lifestyle branding.
At auction, it appeals to a broad range of buyers. Traditional collectors may be drawn to rarity and historical importance, while interior designers and lifestyle buyers value the visual impact of bold graphics and iconic logos. This crossover appeal has helped drive demand and prices.
Nostalgia also plays a powerful role. It often evokes memories of familiar brands from childhood. Auctions thrive on this emotional engagement, where bidders are not just buying objects but stories and personal associations.
A particularly strong example is material associated with Biba. Founded in the 1960s by Barbara Hulanicki, Biba was not just a fashion brand but a complete lifestyle concept with its Pop and psychedelic aesthetics.
Also, examples of J. S. Fry & Sons’ chocolate advertising ware included collectible postcards and posters, notably the iconic “Five Boys” campaign from the late 19th century that remains sought after by memorabilia collectors.
Advertising ware collectables are fashionable at auction because they combine visual appeal, historical insight and emotional resonance. Brands such as Fry’s Chocolate and Biba demonstrate how powerful branding and cultural relevance can raise advertising ware from promotional material to highly desirable collectables.
If you require a valuation on your antiques and collectables, it is worth getting the advice of an Independent Antiques Valuer to assess your works of art. For information, please contact Vivienne Milburn on Mobile 07870 238788 or 01629 640210. www.viviennemilburn.co.uk vivienne@viviennemilburn.co.uk co.uk