by Bill Retskin

Flea Markets in General
This fella and his wife are on vacation . . . see . . . and they come to this house that's havin' a yard sale. Well . . . as this fella and his wife stroll up the walk . . . see . . . they notice the lawn is filled with flea market goodies. A large sign on the left lawn reads, "Everything on this side, $10," and a sign on the right lawn reads, "Everything on this side, $25!" As they approach a big man sitting on the stoop . . . see . . . smoking a big cigar . . . see . . . they look at each other and then at him. "I noticed your signs," says the fella to the big man. "What's the difference between this junk and that junk?" "Well," says the big man, "some people like to pay $10 for their junk and some like to pay $25."

Flea Markets and yard sales are often inexpensive springboards for new collecting experiences. Often, they are a place to add pieces to existing collections, and a quick way to see what others are doing. As I researched this article, I consulted The American Heritage Dictionary of the English Language which says that a "flea market" is "a shop or open market selling antiques, used household good, curios, and the like." The dictionary also defines the word "antique" as "an object having special value because of its age; especially, a work of art or handicraft that is over 100 years old." No matchcover is over 100 years so they easily fit into the "curios" part of that definition, I believe.

During the shirtsleeve months, flea markets and yard sales abound. Dates and locations usually appear in local newspapers, trade journals, and supermarkets bulletin boards. On the day of the sale, homemade signs are tacked to trees and telephone poles in the area. Flea market patrons come in all sizes; just check the parking lot and you'll see everything from beat up VW's to Jaguars. Everyone likes to find a bargain or make a great deal. Holiday bazaars with White Elephant tables are also a good place for bargains.

Flea Market Tips
Before I start taking about matchcovers and flea markets, here are a few tips on preparing for your flea market rounds.

Clothing is important. Dress comfortably for the climate; and remember, K.I.S.S.--Keep It Simple and Smart. Fancy dress brags of more expendable income and begs dealers to hold their prices or even jack them up. Leave your Rolex in the car, put your Mont Blanc in your purse or pants pocket. Don't wear any Bakelite jewelry and leave your Coach purse at home. Flea market outings should be a day of easy spending and serendipitous finds.

Flea market dealers generally come in four flavors: (1) Professional dealers (full time year round sellers who travel to the best markets around), (2) Sunday specialists (every Sunday during the season), (3) occasional dealers (collectors with too much collection), and (4) first-time sellers ("Clean out that basement, Henry, or you'll sleep in it!").

Without extending these definitions any further, a reminder that experience is the best teacher. It takes time to be able to recognize successful dealers and negotiate with them for your best deal. One clue is organization.

Professional dealers and Sunday specialists usually appear well organized (or well unorganized), using tables, lifts, dividers, paper or plastic bags, table cloths, price tags, and receipt books. First-time sellers who are cleaning out a basement or garage may not be around after today. Their trademarks may include selling out of cartons or boxes, no price tags, a limited number of bags or wrapping material, the family car instead of a van, and usually, they can't break at $20 bill before seven o'clock in the morning.

Keep in mind also that the climate of flea markets is changing. On a recent trip to California, I visited the Orange County flea market. Thousands of dealers set up every weekend and the parking lot boasts spaces for 25,000 to 35,000 cars. If the saying, "New ideas begin in California and work their way East," has any validity, plastic California flea markets are the wave of the future. Inexpensive oriental imports, store overruns, seconds, and truck lots, reign. Only one booth of the hundreds I walked through offered traditional antiques and collectibles and their prices were astronomical.

Dealers pay rent for their space and have to make expenses and a profit. When a dealer says, "that's what I paid for it," or "I'm not making a thing at that price!"--Jump back. I know one full time flea market dealer who is an apartment building landlord, and has to lose money to save on taxes. Most other dealers, however, are trying to make ends meet, just like you. Martha Hamby, occasional flea market dealer and Washington, D.C. lobbyist says, "it's hard work but it's fun." She does her Christmas shopping at flea markets and enjoys the people, the prices, and the selection. "I'd be here anyhow," says Hamby, "so why not set up!"

How to Find Matchcovers
The following discussion will center on finding matchcovers, but has some valuable information for general and other ephemera collectors. Ephemera includes printed matter of current and passing interest, such as advertising, auction catalogs, bank notes, betting slips, bill heads, birth certificates, board games, bonds, bookmarks, broadsides, business cards, calendars, car stickers, checks, coupons, dance cards, death warrants, draft cards, election badges, food stamps, game cards, greeting cards, grocery stamps, instruction sheets, insurance policies, junk mail, labels, laundry lists, letterheads, licenses, lottery tickets, magazines, matchcovers, membership cards, menus, mourning cards, newspapers, notices, packaging, parking tickets, passports, permits, playing cards, police records, price tags, ration cards, receipts, stock certificates, summonses, tax forms, tickets, timetables, trade cards, valentines, wanted posters, and wrappers . . . to name a few.

You've decided to start a matchcover collection or add to accumulations from personal travel and offerings from friends and relatives. Flea market finds can help you do this. Not all dealers keep matchcovers on the table, however. Until they take their deserved place in the ephemera collectibles arena, matchcovers may be hidden in boxes or bags under the table or in the van. If you find them displayed and tagged for sale, notice where the dealer has them positioned in reference to his better selling merchandise. That will sometimes tell you how much he knows about matchcovers.

From time to time when discussing matchcovers with flea market dealers, I hear outrageous horror stories. "Last week, I threw out a bag full of old matchcovers. I didn't know they had any value," is the most common one. "You mean you'll pay money for those things. I wish I'd have known that last week. Now, let me see--where did I put that box," is another. The box rarely appears. The trick is not to act hurt, surprised, or anxious if you hear a similar tale. Casually let the dealer know where you can be reached if the matchcovers turn up.

You've Hit Pay Dirt!
Many flea market dealers know nothing about matchcovers and don't like to put them on tables before learning more. Hints that matchcovers might be under a dealer's table or in their van are other paper or ephemera items, small collectibles, toys, or related items. Dealers carry matchcovers in bags (plastic or paper), boxes, tin cans, albums, or dresser drawers. Fish around, and if all else fails, ask. "Sure, friend, got a big bag of them right here!" he says. Oops! Now what do you do? You're probably the first one that ever asked about matchcovers.

Remembering that it will always be less expensive to buy the whole lot rather than onesy-twosy, take the bag or box and start looking through it. Clear a small table space within eyesight of the dealer, and get to work. Don't ask how much--at least, not right away. If he offers a price, nod your head, but don't smile, appear stunned or run away.

Now is your opportunity to show off a little. After you've read this article, it should be easy. Chances are, he knows less than you do about matchcovers so blast away with both barrels.

Try the following next time you discover matchbooks at a flea market. (1) Hold a few in your hands and look at them carefully. Don't read them as if you were browsing a magazine rack, but casually flip them over and check the ends and insides. You are looking for dings and cracks in the paper. You are also checking condition--used or unused. (2) Slowly, open several, turning gently them like hamburgers on a grill, check for dirt, spots, holes, burn marks, and carry damage. Matchcovers carried in pockets and purses with keys can be dented or torn. (3) Hold a few to your nose and take a good, loud sniff; you know, like a North Carolina tobacco buyer at his first Spring auction. This, by the way, will tell you if they have mildew or cigarette smoke odor. It also entertains on-lookers and the dealer. (4) Gently rub the matchcover striker with your fingers. Check for grit or black smudge. Moisture damage or exposure to dampness can loosen striker material. Without saying a word, this performance usually gets the dealer's attention, even when they are making another sale.

Try not to show your emotions. If the mildew odor is ripe, try not to tear-up. If they reek of stale, caustic cigarette smoke, pretend you've not allergic to cigarettes. If you are a sports nut and happen upon a 30-strike Mickey Mantle Holiday Inn, Joplin, MO, (black inside), or a Jack Dempsey's Broadway Restaurant with his autographed photo on the front, handle it just like the others, no special treatment. If you are a political freak and find an early FDR Labor Party matchcover or an original 1928 Al Smith for President in excellent condition, try not to ooh or aah too loud. Practice a straight face and self-control. It's very important. When working with the dealer's accumulation, try not to form a small pile to the side of the greater accumulation. You are working for the dealer, helping him segregate better matchcovers so he can ask more for them when you leave.

Another point is don't lecture the dealer about matchcover collecting, your collection, clubs, bulletins, or other collectors. He really doesn't care and needs to spend time making sales, not going to Matchcover School. Besides, he isn't paying you for lessons. The less said, the better.

Briefly look through your find for 5 or 10 minutes and when finished, place them back in the original container. Wait patiently until you get the dealer's attention. On-site evaluations are difficult for anyone, but since (1) you are going to offer him less than what he wants, and (2) you are going to try to buy the entire accumulation, wait until you get home to make a better appraisal. Not everything will be collectible. If you want a better price on the whole lot, you will have to take the good with the bad.

Finalizing The Deal
What comes next (making the final deal) is a matter of experience. Finalizing a price is a careful mixture of practice, adroitness and education. There are hundreds of criteria that the experienced buyer uses to arrive at a final figure. I'm sorry, Mr. or Ms. Reader, but this is one phase of the buying process that I don't talk about much. From experience, however, pay your dues and plan to get bitten a few times before you understand the bargaining process. In passing, let me say that I have paid from 1/25th of a cent each to $1 each for matchcovers. It takes time and many miles to learn what to pay, what to buy, and how not to get clipped.

In dealing with other collectibles and when a price guide or other barometer is available, deals made between knowledgeable professionals can be quick and profitable for both parties. (In 1990, I plan to publish a comprehensive price guide to matchcovers.) Between a novice and a general flea market dealer, anything is possible. When you get bitten or score a kill, write me and let me know!

Establishing Credibility
A dealer might invite you back to his truck, trailer, apartment, or house to see more matchcovers. Be your own judge and use common sense. Dealers usually frequent the same flea market for a month or the season, and you might want to meet and look over matchcovers in a week or so. Make an appointment and keep it. Get a phone number just in case you are unavoidably detained, and use it. In order to establish profitable and long lasting relationships with dealers, learn to respect their position in the collecting community. If you don't, forget about flea markets as a source of new material.

During off-season travels and in the winter months, flea market dealers become your best pickers. (A picker is someone who finds items that he knows you are interested in and will buy.) They will search for your favorite item so create a good rapport right from the start. My pickers are my most important contacts in this hobby, and without them, I would still be a small time collector. Ray Goodman, full-time Virginia based paper and print dealer, for example, spends his winters wholesaling, working at home preparing for the spring markets, and picking for collectors like me.

Watch Out For The Following
(1) The most misused word at flea markets is "old." Some dealers use it to entice collectors into thinking they are getting a good buy. With matchcovers, the year 1955 begins to get older. Consider matchcovers made after 1960 as modern, with those having strikers on the back (except a few) new issues. Few collectible matches emanated from the 1920s, so don't expect to find many. The 1930s, 1940s, and 1950s were known as the Golden Years of matchcovers. Billions, (not millions) and billions chocked vending machines; smoke shops, and grocery stores all over the United States and Canada. The most commonly printed four words of all time are, "Close Cover Before Striking," not, as many think, "In God We Trust."

(2) Test the freshness of your find using sight, smell, and touch. Some odors can be eliminated but it takes lots of time and work. The soft, porous paper used to make matchbooks is very cheap and easily absorbs odors. After all, the ephemera quality of matchcovers was short lived, as they were meant to be used and tossed.

Age, also, makes cheap paper brittle. Striker chemicals used by some match companies were acidic, causing further deterioration with age. Brown spots behind the striker can lead to future problems. The phrase matchcover means the whole works, including the striker. With a missing striker, matchcovers are called "bobtails" and may be practically worthless. With sticks attached and an original staple in place, they are match books.

(3) If you come across closed full books (flap tucked into the stapled area), carefully open several and test the strength of the paper. In the pocket knife collecting hobby, we talk about "walking and talking." That's the little snap you hear when opening and closing a well made pocket knife. Full book matchcovers also "walk and talk." Besides having all the match sticks in the combs, there should be a little stiffness (resistance) to the paper and a normal amount of spring and paper resilience.

(4) Condition is King. This is the first commandment in the ephemera hobbyist's bible. Most struck or used matches are practically worthless. If dealers complain that even today's supermarket matches cost 3 cents a pack, tell them to go and buy supermarket matches. You are buying them to collect, not to use.

(5) Matchcovers sometimes come mounted in slotted album pages. Move your finger under several, making sure they are free and not glued or taped to the page. Tape marks on the inside may distract from a future sale of your collection. (Matchcovers have two surfaces, the outside and the inside. The outside [the advertising surface] includes the front, saddle, back, and striker zone. The inside is sometimes printed.)

A Last Word On Flea Markets
If you don't find matchcovers on your first or second flea market outing, don't give up hope. The current state of the hobby is still in its infancy. In comparison to the number of collectors, little has been written on the hobby or the industry. Although popular as a collecting hobby for the last 50 years, I just wrote the first comprehensive resource book and price guide on matchcovers in 1988 (my second book will be out in mid-1990 with a price guide due shortly after that).

Although not yet in a second printing, my book has awakened many to the breathtaking beautiful, intriguing historical value, and prodigious advertising art form that was matchcovers. Books and price guides help build any hobby and link collectors with common information and knowledge needed by all. For the last 25 years or so, the matchcover hobby has resisted this any change. It is now being challenged.

You might want to make a business/hobby card for matchcovers. This can be both good and bad. On the down-side, you run the risk or incurring higher prices if dealers think you are a serious collector. "After all, he made up a special business card!" If you collect other items besides matchcovers, list them all so as not to appear too anxious for matchcovers. On the up-side, however, dealers will carry your card with them. They will take it out whenever they find matchcovers at yard sales or estate auctions and call you soon after.

Putting It All Together
The flea market dealer has sold you some matchcovers. For better or worse, you have stepped into the waters and are now you are, figuratively speaking, dripping wet. You own them. Great! Take them home and give yourself some time to make a leisurely evaluation. Separate the used from the unused matchcovers. Determine which ones are nationals (commonly advertised products found anywhere, usually with coupons on the inside or 800 numbers), and which are collectible (matchcovers with address, city, and state name, sports, transportation, political--there are hundreds of popular categories from which to choose--see the list in the back of my book).

Whether you are just starting a collection or adding to one, your best friend is knowledge. Learn as much as you can about matchcovers and the hobby. Join a local club, subscribe to a national bulletin, meet with other collectors and exchange ideas, find traders and trade through the mail. As my good friend and fellow collector Bradley J. George says, "Strike Up A Friendship--Become A Matchcover Collector!"

Investment Opportunities
Matchcovers are presently showing a low financial profile. Traditionally traded, matchcovers were once so plentiful; they were never sold, and always traded or given away. It would be like bringing coals to New Castle.

Today, however, older collectors are selling their collections. As more articles and books are written about matchcovers and established values become a common denominator for sales and trading, matchcover collecting will take its rightful place as a common market collectible.

The golden age of matchcover production is gone. As a collectible investment, its time is yet to come. During the last several years, national matchcover auction prices have escalated, putting more pressure on the evolution of matchcovers as a market oriented hobby. Non-collectors are hearing about matchcovers and digging into basements, attics, and garages. They are coming up with collections and accumulations, for sale at flea markets and auctions.

Here's one speculation I love to throw around. If you took all of the collector's collections in this country and filled five Astrodomes, you wouldn't have 5% of the collectible matchcovers still available. If you don't believe that, how much of it do you believe?

So if you're hankering for an interesting and a fun filled, easy going, inexpensive, friendly, educational hobby and want to be on the leading edge of a future collectible, matchcover collecting is waiting for you.

Post Script
Most matchcover collectors don't smoke. The hobby doesn't lead to the habit. Sure, some collectors smoke, but so do some politicians, professors, doctors, gardeners, architects, and truck drivers. Matchcover collecting is a safe, clean, hobby. Give it a try next time you feel the need to collect something.