Auction Articles

The Barber had the Barber Pole, The Pawnbroker had the symbol of three hanging balls. So, what did the Auctioneer have as a trade sign universally recognized by the buying public?

History has shown us that the Auctioneer had the red flag on a wooden stick. This flag would have been posted just prior to the start of the auction and placed where the main auction was to take place. The flag would be attached right above the “auction block” letting all know where the auctioneer would be “crying” the auction.

I do not know the origin of the red flag, or for that matter why it was red. I have traced it, through early engravings, to at least the 17th Century. There is an early street scene of a Dutch auction in New Amsterdam (New York City) in the 1600’s that depicts the auctioneer standing under the red flag. This particular flag boasted the word “Vendue” which was the Dutch word for auction.

Although popular in early American history, the red flag has been used all over the world as a symbol for “Auction Today”. Often, the flag was plain red cloth on a wooden stick. However, some flags were embossed “Auction Today” or simply “Auction”. A few surviving samples actually advertise the name of the auctioneer or auction company.

I have in my collection a few political cartoon illustrations featuring the Auction Flag in the graphics. One 1891 illustration depicts an auction for the “Biggest Boodle” for votes for the new Governor of New York State. A sign in the illustration states “Rum vote for sale by Dave Hill. The red flag says “Auction This Day – Dave Hill Auctioneer.”

One of the first logos of the International Auctioneers Association dating back to 1904 incorporates a flag in the graphics. At this time auctioneers were known as “Knights of the Hammer.”

So why don’t we use it today? Actually some auctioneers do. I was talking with Bo Freeman of “Freeman’s” who stated that they are still putting out their red flag on auction day. A family owned auction gallery, Freeman’s located in Philadelphia, PA opened their doors in 1805. They believe they are the oldest family owned American auction house.

From about 1899 the National Auctioneer Magazine published in Chicago for the auction trade advertised logos showing the flag. This logo was still available through at least 1910.

The auction flag was utilized by traveling auctioneers providing auction on the streets of America as well as with auctioneers that had permanent auction facilities called “Exchanges”. The traveling auctioneer of the 19th Century would often gain attention by the ringing of a large bell. Once he assembled a crowd and positioned the flag he was ready to start selling.

In general it seems that the auction flag as a trade sign began to decline somewhere in the 1940’s. I’m basing this opinion on only two facts. I have a magazine advertisement showing an “Auction Today” flag in the graphics that dates from 1942. Secondly, I have an auction flag marked “Bob Smith Auction” that was used in the 1940’s but abandoned by the next generation of auctioneers.

It appears that the “Auction Banner” has replaced the flag for most auctioneers.

I recently found a vendor on ebay that is selling new “Auction Today” flags. I have purchased one and will put it up for each auction that we conduct in the future. If it worked for American auctioneers during our first 300 years, I believe I will try to keep the tradition alive.