The History of Oatmeal Glass

We all know and love vintage glassware. There are many types, but perhaps some of the most popular is Depression Glass. These colorful pieces added cheer to the table through the struggles of the 1930s. And, these pieces remain highly collectible today. But, what some might not know is this glass was also referred to as oatmeal glass.

Small pieces like saucers, teacups, custard cups, juice cups, and creamers were stashed inside oatmeal boxes in the 1930s. These were known as purchase incentives, a free gift to get you to buy the main product. In this case it was brilliant marketing for a number of reasons, the first being repetition. If you were trying to win over a customer who typically bought a cheaper brand, the incentive of the little piece of Depression glass was a great entry to getting your company a repeat customer. If they liked the glassware, they might stick to your brand and even eat more oatmeal, just to ensure they got the whole set. This was a very clever way to earn customer loyalty.

The other aspect to this deal was that many customers simply could not afford to go out and buy new china or glassware as they wanted. At the height of the Depression in 1933 nearly 25% of the workforce was unemployed. In addition, some families had lost their homes and assets due to the Dust Bowl and foreclosures, too. This made even basic necessities a struggle to buy.

If one was lucky enough to have a place to live and a grocery budget then things were at least manageable. But, the small surprise of getting some new dishes with your groceries or other purchases would have been a boon to families who otherwise would have not replaced their old or broken dishes until their wealth had significantly increased.

Oatmeal was a household staple, cheap and full of nutrients. It was also easy to doctor up with some cinnamon, syrup or brown sugar or even molasses, and whatever fruit you might have had. So most kitchens would have had some one hand. The oats themselves made for great packing material, too, ensuring that the pieces were not broken in transit. So the glass got it’s alternate name of oatmeal glass. But, it wasn’t only oatmeal companies that offered these free gifts. Laundry soap was another great packing medium. Movie theaters, gas stations, and other businesses also offered free glass gifts to get customers to spend money with them.

The original value of these glass pieces was far less than the nicer variations that were sold in department stores. Air bubbles, thick mold lines, and inconsistent makers marks are among the flaws on many of these pieces. Yet, the geometric and floral designs rendered in pastel and jewel tones was captivating then and they still mesmerize collectors today.