Advertisements in the Mendocino Beacon, December 18, 1964.
Weekly newspapers before the holidays in the 1960s were packed with gift ideas, and many Fort Bragg merchants advertised in the Mendocino Beacon. Here’s what readers were being offered in 1964:
Matson’s Men’s Wear suggested electric cigarette lighters, Scotch-filled golf balls, ice buckets, and clothes. Saarinen’s Radio & TV had stereophonic high fidelity console phonographs. Rex Pharmacy offered perfume, hair dryers and electric ladies’ razors.
Makela’s presented work shoes, saddlery and moccasins, and Adams shoes had slippers. Sea Fair wanted readers to buy electric blankets and toasters. Mendosa’s in Mendocino offered 10 pounds of local potatoes for 55 cents. Fresh turkeys were available, and frozen ones were slightly cheaper. Chernoff’s Jewelry had wall clocks, and Fort Bragg Furniture Mart offered rockers for mom and recliners for dad.
Real estate for Christmas? Redwood Coast Realty had prized ocean view parcels of four acres for $2,000. Fort Bragg Co-Op had gifts for campers and hunters and two-speed Osterizer liquefier-blenders. Mode O’Day suggested beaded handbags, and Sherlock Pharmacy had transistor radios. Bank of America was offering credit cards, and Buck’s Place, a new restaurant in Caspar, presented a holiday buffet dinner.
Lizbet’s Fashions thought the ladies would look great in peignoir and gown sets. Arrow Chevrolet thought big and suggested a 1965 Corvair. Golden State Hotel in San Francisco offered a room with a bath for $8.50 while you shopped in the city. Noyo Bowl wanted readers to know they were open on New Year’s Eve.
Along with advertisements, the Beacon was full of weekly features, the high school, the grange and legislators at work had weekly columns. Comptche, Point Arena and Gualala had weekly correspondents. There was news from superior Court and Instruments Recorded in Ukiah. Redwood Coast Hospital News announced births and listed people admitted for medical care. Obituaries, weddings, and club meetings were all noticed. TV listings showed two channels broadcasting from 7am to 1am.
— Reprint of the December 19th, 2013 Kelley House Calendar by Katy Tahja.
Holiday Walking Tours of Mendocino! Mendocino Historic District Tours with Jane Tillis on 12/20, 12/23, 12/26, 12/27, 12/29, 12/31, and 1/3. Haunted Mendocino Tours with Rob Hawthorn on 12/24, 12/27, and 12/30. Murder, She Wrote Tours available by request: email tours@kelleyhousemuseum.org Tour tickets are $25.