A Guide to Valuing the Old Postcards in Your Attic

Many of us have a box of old postcards tucked away, inherited from relatives or collected over the years. While they are wonderful pieces of personal history, you might be wondering if they hold any monetary value. The answer is that some of them absolutely could be worth hundreds of dollars to the right collector.

What Makes an Old Postcard Valuable?

Not every old postcard is a hidden treasure. Value is determined by a combination of factors, with rarity and condition being the most important. A postcard from 1910 isn’t automatically valuable just because it’s old. However, if that same postcard features a rare subject and is in pristine condition, its value can skyrocket. Let’s break down the key elements that collectors look for.

1. Age and The “Golden Age”

The “Golden Age” of postcards is generally considered to be from the late 1890s to around 1918. Postcards from this era are highly sought after, especially those with an “undivided back,” meaning the entire back was for the address, and any message had to be written on the front.

• Pioneer Era (Pre-1898): These are the earliest cards and can be quite valuable, but they are also very rare.
• Undivided Back Era (1901-1907): Messages were written on the front, making for interesting historical documents. These are popular with collectors.
• Divided Back Era (1907-1915): This is when the modern postcard format began. This period saw a massive boom in postcard production and mailing.
• White Border Era (1915-1930): To save ink during wartime, publishers left a white border around the image.

Generally, the older the card, the higher its potential value, especially if it’s from the Undivided Back era or earlier.

2. Subject Matter and Rarity

This is where you can find real value. Common subjects like generic city parks or government buildings are usually not worth much unless they are from a very obscure town. Rare and desirable subjects are what drive prices up.

Highly Collectible Subjects:

• Holidays: Halloween is by far the most valuable category. Early 1900s postcards featuring witches, black cats, jack-o’-lanterns, and goblins can easily sell for $50 to over $300, depending on the artist and imagery. Early Santa Claus depictions (especially in non-red suits) and patriotic themes are also valuable.
• Real Photo Postcards (RPPCs): These are actual photographs developed onto postcard stock. They are one-of-a-kind snapshots of history. An RPPC of a Main Street in a tiny, long-gone town in Wyoming could be worth $100, while one showing a famous outlaw or a very early airplane could be worth thousands.
• Transportation: Images of early automobiles, train wrecks, ocean liners (especially the Titanic), and aviation pioneers are extremely popular.
• Advertising: Postcards that advertise products, particularly iconic brands like Coca-Cola, are highly sought after.
• Social History: Cards depicting political movements like the women’s suffrage movement, World’s Fairs, or significant events like the 1906 San Francisco earthquake have great historical and monetary value.

3. Renowned Artists and Publishers

Just like with paintings, the artist or publisher of a postcard can make a huge difference. Some of the most famous and collectible names include:

• Alphonse Mucha: A master of the Art Nouveau style, his postcards are considered miniature works of art and are always valuable.
• Ellen Clapsaddle: A prolific artist known for her charming illustrations of children, especially for holidays like Halloween and Christmas.
• Raphael Tuck & Sons: A British publisher known for their high-quality “Oilette” series of cards that resembled oil paintings.
• Detroit Publishing Company: Famous for their beautiful color photolithography postcards of American scenes.

Look for an artist’s signature or a publisher’s logo on the card, as these can be key indicators of value.

4. Condition Is Everything

A rare postcard in poor condition will be worth a fraction of the same card in mint condition. Collectors want cards that are clean, with sharp corners and no creases, tears, or stains. Writing on the back is generally acceptable and can even add value if the message or postmark is historically interesting. However, writing on the front of the card almost always decreases its value.

5. The Postmark and Stamp

Don’t overlook the back of the card. A clear, readable postmark from an unusual location (like a military post office or a discontinued town) can add value. The stamp itself can also be valuable. While most are common, a rare or unusual stamp can sometimes be worth more than the postcard itself.

The Value of "Rare Regions"

The ad mentioned that rare regions are driving up prices, and this is absolutely true. Collectors often specialize in a particular state, county, or even a single town. This is especially true for Real Photo Postcards.

A postcard showing the main street of New York City is common. But an RPPC showing the main street of a tiny mining town in Colorado from 1905 is incredibly rare. There might only be a handful of those images in existence. Collectors of “small town views” will pay a premium for images from their specific area of interest, often pushing prices for a single card well over the $100 mark. If you have postcards from small, rural, or now-defunct towns, they are worth a closer look.

How to Get an Idea of Your Postcards' Value

If you think you have some promising cards, the best way to get a quick valuation is to do some research.

1. Identify the Card: Note the subject, artist (if any), publisher, and condition.
2. Check Online Marketplaces: Go to eBay and search for similar postcards. Crucially, you must filter your search to show “Sold Items.” This will show you what people have actually paid for a card, not just what sellers are asking.
3. Consult a Guide: There are many price guides and books on postcard collecting, such as the “Collector’s Guide to Postcards” by Jane Wood.
4. Contact a Dealer: For a large or potentially very valuable collection, you might consider contacting a reputable postcard dealer or an auction house that specializes in ephemera.

Finding a valuable postcard in an old collection is a thrilling experience. By looking for rare subjects, famous artists, and excellent condition, you just might discover that the box of paper memories in your home is worth hundreds.