"A Western Catalog for Western People": Montgomery Ward & Co., Oakland, California, Fall & Winter 1928-1929

On a recent trip to the Bay Area, I went into an antique store and came across an original copy of the 1928-29 Montgomery Ward catalog. I had a few minutes to spare, so I leafed through the pages that showed the horse-related items could purchase from Wards through the mail.

Knowing that some readers of this blog are interested in the evolution of tack, I took some photos of the catalog page showing several kinds of Western saddles. Many of them could be stamped with the rider's initials or ranch brand design.

The saddles were not inexpensive; $20 in 1928 would be about $350 in 2022 terms.

The first saddle on the catalog page was called the "Northwest Range." It sold for $44.75, or $49.25 if you paid in installments. 

The "Eagle" Western saddle was more expensive, at $59.75. It came with either squared or round skirts; the round skirts could be stamped with a design.

At $24.75 (cash only), the "Western" saddle was a lower-priced model saddle, a lightweight 14 pounds.

Montgomery Ward & Co. did not neglect the needs of younger riders. A red leather "Handsome Pony Saddle and Bridle" came in two sizes.

Here's what I was really hoping to see: a western "Women's Astride Saddle;" $18.45, and it too could be customized with the initials of the rider or the ranch brand design.

An "Army Type Saddle" (saddle tree, actually) could be had for only $9.95.

A $16.95 (cash only) embossed saddle was marketed to "Young Men and Boys."

For very small riders, the catalog offered rocking horses and stick horses.

And looking ahead to Christmas 1928, the Wards catalog Santa recommended "Brown Beauty," a felt "skin" over papier-mache horse on wheels, about 11 inches high. It's nice to know that people got model horses for Christmas almost a hundred years ago.