In this third column, I am reading a rare copy of the Northampton Mercury, a weekly newspaper printed in 1935 during the height of the Great Depression. I am looking back to an era when our citizens and business establishments were struggling for survival.

President Franklin Roosevelt’s program to face the economic catastrophe was the New Deal. Here in Pennsylvania, newly elected Gov. George H. Earle, a native of Chester County, faced similar problems. His administration was called the Little New Deal. The number of unemployed in our state was 15% of the population, plus many people worked only a few hours per week.

The main streets of America felt the severe effects of this depression. The old ads in the Mercury illustrated how merchants attempted to attract customers. The only business remaining today from the pages of advertisers is the Roxy Theatre. Here is a list of some interesting advertisements that merchants hoped would attract you to purchase their wares.

Allentown Bethlehem Gas Company, today’s UGI (United Gas Improvements), enticed our mothers to purchase a 1935 Roper Gas Range for $1 down and monthly installment payments.

A new business opened on Main Street in Northampton and was named Speedy Repair Service; they would apply new half soles and heels to your shoes for 69 cents. It cost 39 cents to dry clean a dress, and men’s hats could be cleaned and blocked for 33 cents. The hat store and shoe repair shops have faded from the landscape. Do you remember the Colarusso family? It included Angelo and Joseph, and the last Colarusso to expertly repair your shoes was Angelo Jr., who was a student of this writer at Northampton High School. A fine gentleman, he closed his shop in 2010.

Also on Main Street was the Avondale Dairy Store, selling large cones of ice cream for 5 cents. Its ad said, “What other dessert is so welcome at all times, so wholesome and easy to serve?” Today, ice cream still remains a popular treat!

The Style Shop, located at 2022 Main St., sold ladies’ and children’s clothing. A summer dress sold for $1.88. The shop also sold hats for 79 cents and silk stockings for 39 cents with a coupon!

Do you remember George Dery, the silk magnate who resided in Catasauqua? He operated one of his silk mills at the former Clyde Shirt Company building at Ninth and Main streets in Northampton. Today, the building is an apartment complex.

Two cleaning businesses were listed in the Mercury: Capital Cleaners at 605 Front St. and Hudsco Cleaners in Catasauqua. They had a spirited competition. Both would clean your suits, coats and dresses for 59 cents or two garments cleaned and pressed for $1. The work was guaranteed with free delivery.

I was surprised to find out Coleman’s Clothing of Northampton sold home furnishings and groceries in 1935. Coleman’s famous coffee sold for 18 cents a pound and a mustard quart jar for 10 cents. A 5-foot ladder and a spade shovel both sold for 88 cents. If you had a job in 1935, you could purchase men’s heavy-duty work shoes for $1, men’s wash pants for 94 cents and a special lady’s house dress for 39 cents. What a deal!

In two weeks, we will be going to the 1935 Northampton and Catasauqua Thanksgiving Day football game. See you there!