Here we have the J. J. Newberry 5-10-25 cent store at 6600 Hollywood Blvd taken one balmy night. Look at that gorgeous Art Deco detailing at the top of the building – and all for what was the 1930s version of what we have now: the 99 Cent Store. This photo was taken in 1932 at the depth of the Great Depression so a store that sold inexpensive items would have been busy all day long. Ladies could even get their gloves, hosiery, lingerie, and hats there.

Andie said: “The resemblance of 99¢ stores to the “five and dimes” is purely superficial. They had much nice displays, many more “clerks” and with their lunch counters the ambiance was more welcoming and pleasant.”

Celia said: “They did lay-a-way! So you could buy what you wanted “on time”, that’s why people kept their possessions so long cuz they really valued them – as taught by my Nana who was a flapper before the Depression. Stores stayed open by allowing people to purchase goods on “time”. I was sad when all the downtown shops quit utilizing that. We had one in San Pedro, it doesn’t look anything like it used to!“

The building is still there and brightly decorated. It’s now the Hollywood Toys and Costumes shop. This shot is from April 2018: