A Look Back
By Fred Miller
On April 13, 1913, Howard S. Stainton bought Emma Morris Corson’s dry goods store at 808 Asbury Avenue. It was the beginning of what would become the largest department store in Cape May County.
The store was always busy in the summer, but thanks to Stainton’s business sense, the store did well the rest of the year. He bought 810 Asbury Avenue in 1916 to meet the demands of the people.
Christmas season was as busy as summer as people came to shop. Stainton advertised, “”Weatherman predicts that cooler weather will follow. Warm underwear, hosiery, etc. will be needed. Our stock offers an unusually fine selection.”
The December 7, 1922 Ocean City Sentinel advertisement reported the store would be open every evening until Christmas. The ad told of good deals on leather goods, stockings and neckwear. “In the eyes of men neckties hold first place as Christmas gifts. And because this is true we have arranged a sale which should bring every person in Ocean City here for Xmas neckwear.”
Stainton’s store continued to prosper even during the Great Depression, and he knew he needed a bigger building. The headline of the July 3, 1940, Ocean City Sentinel-Ledger reported, “Resort’s Big New Department Store Formally Opens Today; Climaxes Merchandising Career Begun Here 28 Years Ago.” A full page ad in the newspaper told people what to expect: “STAINTON’S new department store is dedicated to sound principle of offering the finest quality merchandise at reasonable prices, with an efficient, dependable and courteous service.”
In 1947, the Stainton’s Annex opened behind the department store on West Avenue. It carried furniture, bedding, floor coverings and appliances. It also included Stainton’s Toyland where Santa would greet the children and listen to what they wanted for Christmas. Many wanted the Lionel train they saw displayed in the front of the store.
Stainton’s continued to prosper even with the opening of enclosed shopping malls. The biggest blow to the business came on June 24, 1979 with the death of Howard S. Stainton. The Ocean City Sentinel-Ledger on June 26 reported: “An era came to an end in Ocean City at 4:23 p.m. Sunday with the death of Howard S. Stainton.” The article reported on the 93-year-old legend: “True to form Stainton, despite his failing health, could be seen walking the floors of his department store at 8th Street and Asbury Avenue practically right up to the day before he died, familiar to those residents and visitors who looked forward to seeing him in the store in his black suit, black hat, white shirt and black tie.”
