Vintage advertising signs have become one of the hottest collectibles in recent years, with prices skyrocketing at auctions and an increasing demand from collectors. Whether it’s gas and oil signs from mid-century America or classic soda advertisements, these pieces of history are valued not just for their nostalgic appeal but for their cultural significance and investment potential.
Increased Value of Vintage Signs
The value of vintage advertising signs has surged over the past decade, with collectors willing to pay top dollar for rare and well-preserved pieces. This trend has been driven by a combination of nostalgia, the growing popularity of mid-century decor, and the limited availability of these signs. Many collectors view these signs as both a piece of Americana and an appreciating asset.
Several factors contribute to a sign’s value, including its age, rarity, brand, condition, and materials. Porcelain signs, in particular, have seen a steep increase in value due to their durability and vibrant designs, while signs made of tin or cardboard are often less expensive but still sought after.
Top Most Expensive Signs Sold at Auction
Some of the most expensive vintage signs have been sold at prestigious auctions, fetching eye-popping sums. Here are some notable sales from recent auctions:
- Musgo Gasoline Double-Sided Porcelain Sign – An incredibly rare 48-inch double-sided porcelain Musgo Gasoline sign sold for a record-breaking $1.5 million at Richmond Auctions on August 27. This set a new world record for antique advertising signs, surpassing the previous record of $400,000. Discovered in an attic in Michigan, this “holy grail” of signs had never been seen by the public before. Most Musgo signs were repurposed as septic tank lids, causing severe damage. However, this pristine example remained untouched, making it the best-known specimen of the legendary Musgo Gasoline sign from the 1920s.
- Musgo Gasoline Sign (Circa 1920s, $1.5 million)
- Image courtesy of Richmond Auctions and LiveAuctioneers.
- Texaco Gasoline Double-Sided Porcelain Sign – Sold for $55,000 at auction, this iconic gas sign from the early 20th century showcases the enduring value of petroleum memorabilia.
- Coca-Cola 1930s Porcelain Sign – One of the highest-selling soda signs, this rare and well-preserved piece went for $45,000, proving that vintage Coca-Cola advertisements still command attention.
- Mobil Pegasus Neon Sign – A rare and fully operational Mobil Pegasus sign, complete with its original neon tubing, recently sold for $70,000, highlighting the demand for rare gas and oil-related signage.
- Chevrolet Bowtie Dealership Sign – A staple of American car culture, a vintage Chevrolet porcelain sign sold for $48,000 at auction, drawing in both car enthusiasts and sign collectors alike.
What Types of Signs Sell Best?
When it comes to what sells best in the vintage sign market, gas and oil signs and soda signs are two categories that consistently outperform others. Here’s a breakdown of each:
- Gas and Oil Signs: Collectors of automobilia and petroliana (gas and oil-related memorabilia) are often willing to pay top dollar for rare, authentic signs from brands like Texaco, Shell, and Mobil. Signs from defunct or lesser-known oil companies tend to fetch higher prices due to their rarity. Porcelain gas station signs are particularly desirable due to their durability and vibrant colors. These pieces are often viewed as a cornerstone of vintage advertising collecting and regularly sell for tens of thousands of dollars at auction.
- Soda Signs: Vintage soda advertisements, particularly from Coca-Cola and Pepsi, are also highly collectible. These signs often feature bright, nostalgic graphics and are associated with American pop culture. Signs from the 1930s through the 1950s, especially those made from porcelain, can fetch high prices. While not as expensive as some gas and oil signs, soda signs still command significant attention, especially those featuring rare or discontinued slogans and graphics.
Gas and Oil Signs vs. Soda Signs: Which Is Better?
The debate between collectors over which category—gas and oil signs or soda signs—is better has been ongoing for years. Here’s a comparison based on market performance and collector interest:
- Value and Investment: Gas and oil signs generally fetch higher prices at auction, with some of the most expensive sales in this category. Collectors often see gas signs as more of an investment due to the fewer numbers of these signs in circulation. Gas station memorabilia also appeals to car and petroliana enthusiasts, adding another layer of demand.
- Nostalgia and Appeal: Soda signs, especially those from Coca-Cola, have a broader appeal. They evoke a sense of nostalgia for American diners, soda fountains, and the golden age of advertising. While they may not always fetch as much as gas signs, their wide appeal means they are more accessible to a broader audience of collectors.
- Social Media Chatter: On platforms like Instagram and TikTok, gas and oil signs tend to generate more buzz among dedicated collectors. However, soda signs often feature in vintage and mid-century modern decor posts, making them popular among design enthusiasts. Both categories have a vibrant community of fans, but gas and oil signs tend to dominate discussions about high-value collectibles.
Vintage Signs – A Good Investment
Whether you’re a seasoned collector or a newcomer to the vintage advertising sign market, the increased value and variety of available signs make it an exciting area to explore. From Texaco gas signs to rare Coca-Cola porcelain pieces, the right sign can serve as both a nostalgic decor piece and a valuable investment.
In the ongoing battle between gas and oil signs versus soda signs, both categories offer unique appeal and investment potential, but if you’re looking purely for return on investment, gas and oil signs seem to have the edge. That said, for those drawn to vintage Americana, soda signs still hold a timeless charm and are always in demand.
As the market for vintage advertising signs continues to grow, now may be the perfect time to start—or expand—your collection.