Promotional gifts

Between 1882 and 1913, Sainsbury's gave away hundreds of thousands of 'golden guineas' to promote new branches. These brass tokens were imitations of coins minted between 1787 and 1800. On one side they featured advertising slogans such as 'For Best Provisions' or 'Arrivals of Pure Butters Daily'. The other side showed the head of King George III, or a spade shaped shield, leading to the nickname 'spade guineas'. Although these 'coins' could not be exchanged for goods, customers collected them for use as toy money or gaming tokens, and they proved to be a successful advertising gimmick.

From 1903, new grocery lines such as tea and margarine were the focus of advertising campaigns and were promoted in innovative ways. Between 1905 and 1910, Sainsbury's gave away beautifully illustrated cards depicting various well-known fairy tales free with purchases of tea. Customers could collect them to form complete sets and fill a companion album. Sainsbury's tea is featured on every card - it revives Jack after his tumble from the beanstalk, and the prince finds time for a cup of Pure Tea on his way to wake the Sleeping Beauty.

The anniversaries of branch openings were marked by special promotions and free gifts, such as crayons and colouring books for children. In 1914, customers could save coupons from tea packets and exchange them for a variety of gifts, including a tea set, cutlery and table linen. These schemes encouraged customers to shop regularly with Sainsbury's.