Shop sign

Producer: F.W. Woolworth and Company Ltd

Accession number: 71.68/16g

Place of collection: 242 Marylebone Road, London, NW1

Measurements: whole: 27 x 78 x 9 mm

This Woolworth's counter sign reads '6d [sixpence] each'. The Woolworth's company motto from 1909 to 1940 was 'Nothing over Sixpence'. During World War II the shortage of goods meant some prices had to rise and the 6d signs disappeared, never to return. Some customers joked that they should have been replaced with new signs declaring 'Nothing under 6d'.