DID YOU KNOW?® The History of Matchbooks: Tiny Paper Treasures of American Advertising

By Ana Russell, Owner of The Vintage Shack

Before smartphones. Before QR codes. Before social media ads.

There was the matchbook.

Small enough to fit in your pocket, yet powerful enough to advertise restaurants, bars, hotels, nightclubs, airlines, casinos, theaters, and even political campaigns—matchbooks were the original “take-home marketing.”

Today, vintage matchbooks are an incredible collectible because they preserve long-gone businesses, forgotten logos, bold typography, and mid-century graphic design all in one tiny package.

So, where did matchbooks come from—and why are collectors obsessed with them today?

Let’s strike a match and travel back in time.

What Exactly Is a Matchbook?

A matchbook (also called a match folder) is a small cardboard folder containing matches, typically with:

• a printed advertising cover

• a striking strip along the bottom edge

• a row of matches stapled inside

Unlike matchboxes (rigid), matchbooks were lightweight, cheap to produce, and ideal for mass marketing.

Early Fire-Making: Before Matches

Before matchbooks ever existed, lighting a fire was not easy. Early fire-starting methods included:

• flint and steel

• tinderboxes

• friction methods

• chemical and wick-based fire starters

By the early 1800s, early match technology began to emerge, but it was often dangerous.

The Birth of Modern Matches

The first friction matches appeared in the 1800s, but early types were:

• unpredictable

• smoky

• sometimes dangerously reactive

  
  

  Some even used materials that created unpleasant odors or health hazards.

Eventually, manufacturers developed safer formulas, and matches became a daily household item.

Who Invented the Matchbook?

The matchbook as we know it is closely tied to the Diamond Match Company, one of the biggest names in match history.

Key Milestone

In the late 1800s, matchbooks became widely recognized as a practical, inexpensive product—and an advertising goldmine.

One major turning point often credited in matchbook lore:A matchbook-style format was promoted as a solution for carrying matches neatly and safely without loose sticks in pockets.

Soon, matchbooks were everywhere.

Why Matchbooks Became an Advertising Icon

Matchbooks became wildly popular for one simple reason:

They were functional AND free.

If you owned a bar, restaurant, hotel, or club, handing out matchbooks made perfect sense because:

• people needed matches (for cigarettes, cigars, candles, fireplaces, and stoves)

• customers carried them around for weeks

• your business name stayed visible the entire time

It wasn’t just advertising—it was brand presence in someone’s pocket.

Matchbooks and the Rise of American Social Culture

To understand matchbooks is to understand America from the 1900s to the 1960s.

Matchbooks reflect:

• smoking culture

• nightlife

• travel boom

• changing fashion

• women entering public social spaces

• neon signage and glamorous entertainment

When you collect matchbooks, you’re collecting history from:

• cocktail lounges

• bowling alleys

• diners

• supper clubs

• roadside motels

• dance halls

• jazz clubs

• steak houses

• theme parks

• tourist traps

If the place served drinks or had a sign outside… it likely had matchbooks.

The Golden Age of Matchbooks

If you’re a collector, this is the sweet spot:

1930s through the 1970s

This era produced the most creative matchbook designs, often featuring:

• Art Deco typography

• pin-up illustrations

• tiki and tropical themes

• mid-century modern graphics

• atomic design

• bright “space age” colors

• sleek luxury hotel branding

These were mini advertising posters—and some of them are absolute works of art.

Matchbook Art: Why Collectors Love Them

Matchbooks are collectible because they hit multiple collecting categories at once:

1) Graphic Design

They showcase typography trends and logo design that doesn’t exist anymore.

2) Local History

Many matchbooks are from businesses that are now closed or demolished.

3) Travel Nostalgia

Hotels, motels, tourist attractions, airlines, cruise lines—you can build a whole “road trip America” collection.

4) Pop Culture

Some matchbooks feature:

• celebrities

• TV shows

• sporting events

• casinos and Vegas lounges

  
  

Decline of Matchbooks: Why They Disappeared

Vintage matchbooks became less common due to:

• reduced smoking rates

• indoor smoking bans

• liability concerns

• cheaper modern advertising alternatives

By the late 1980s and into the 1990s, matchbooks became less of an everyday item—and more of a novelty.

Types of Matchbooks Collectors Look For

Here are popular categories collectors’ chase:

Advertising Matchbooks

Restaurants, bars, clubs, hotels, motels, airports.

Feature Matchbooks

These include special elements like:

• fold-out covers

• die-cut shapes

• metallic foil

• embossed logos

• multiple colors inside

• special illustrations

Military & Wartime Matchbooks

Often include patriotic imagery or base locations.

Adult-Themed or Risqué Designs

Some lounge and club matchbooks are harder to find and collectible.

Las Vegas / Casino Matchbooks

One of the most popular collector themes.

Rarity & Value Guide (What Are Matchbooks Worth?)

Most vintage matchbooks are affordable—until you find the special ones.

Value Factors

• condition (excellent cover, no tears)

• rarity of business/location

• age

• artwork style and theme

• whether matches are intact (some collectors prefer unused)

Typical Price Range

• Common matchbooks (single): $1–$5

• Nice graphic cover, vintage bar/restaurant: $5–$15

• Rare clubs, casinos, or exceptional artwork: $15–$40+

• Very rare themes or early examples: $50–$150+

• Large, curated lots / albums: $30–$200+

Pro Tip: Matchbook lots sell well, especially themed lots like “Vintage Las Vegas” or “Chicago Bars & Lounges.”

How to Store & Display Vintage Matchbooks

Matchbooks can be damaged easily because they’re paper.

Best storage:

• archival sleeves

• baseball card pages

• matchbook collector albums

• acid-free boxes

Display ideas:

• shadow box collage

• framed theme grid

• layered MCM-style display in a vintage bar cart area

  
  

Collector Fun Fact: Matchbooks as Time Capsules

Matchbooks are one of the BEST “lost America” collectibles because they often include:

• old phone numbers

• historic area codes

• addresses that no longer exist

• businesses long closed

• pricing, menus, and promotions

• design styles by decade

They’re tiny… but they tell huge stories.

Final Thoughts

Matchbooks may be small, but they represent the golden age of American advertising, travel, nightlife, and design.

If you’re lucky enough to find a box of vintage matchbooks at an estate sale or tucked in a drawer at a thrift shop—grab them.

Because you’re not buying paper.

You’re buying history.

At The Vintage Shack, we don’t just sell vintage—we give the gift of history, where the past sparkles again.