When Fire Threatened Allison Mercantile

Some stories begin with a disaster.

Others become stories about people.

The history of Allison Mercantile Company is both.

On the evening of May 25, 1914, a fire broke out inside Allison Mercantile, one of downtown Poplar Bluff's largest commercial establishments. The business occupied a prominent three-story brick building at Fourth and Vine Streets, carrying groceries, hardware, feed, implements, wagons, and countless other goods that served the growing community.

The following Friday, The Weekly Citizen-Democrat devoted extensive coverage to the disaster.

The newspaper reported that shortly before 10 o'clock the alarm was sounded after smoke and flames were discovered inside the building. Investigators believed the fire originated in the main floor near the elevator. Once flames reached the elevator shaft, they rapidly spread upward through the building.

Firefighters, assisted by dozens of volunteers, battled the blaze while streams of water poured into the upper floors. The building itself was ultimately saved, but nearly every department suffered heavy smoke and water damage.

Losses to Allison Mercantile were estimated at nearly $50,000.

Even more interesting than the fire itself was the newspaper's editorial response. Rather than criticizing the firefighters, the paper praised their efforts while arguing that Poplar Bluff desperately needed improved firefighting equipment. The article concluded that the community had been fortunate this time—but should prepare for the next emergency before it arrived.

Behind the Business

Behind the Allison Mercantile sign stood a family deeply connected to Poplar Bluff.

George Roy Allison was born on August 22, 1883, near Hendrickson, Missouri. His father, William Samuel Allison, came from neighboring Wayne County before the family settled in Poplar Bluff. Following William's death in 1895, George's mother, Alice, later remarried in 1898, and the family continued building their lives in the city.

George attended Poplar Bluff schools before studying business in St. Louis.

On December 11, 1906, he married Myrtle Marie Winston, daughter of Joseph J. Winston, in a quiet ceremony at the Winston family home on North Main Street.

The Evening Democrat described George as a young businessman respected for his "honest dealings and integrity," while Myrtle was praised for her kindness and gracious personality.

Together they established their home at 412 North Main Street.

Leadership of Allison Mercantile

George's brother, J. M. Allison, served as president of Allison Mercantile during its early years.

Records show his brother's death took place in 1926. George had assumed leadership of the company, becoming president by 1919.

After retiring from the mercantile business following the devastating 1927 tornado, George became district agent for Kansas City Life Insurance Company, remaining active in business and civic life for many years.

When George died on January 9, 1947, his obituary reflected a lifetime spent serving his community. He had belonged to the Methodist Church for more than forty years, served as chairman of the Board of Stewards, was a Mason, and had also served as president of the Kiwanis Club.

Myrtle Allison's Remarkable Century

George's story ended in 1947.

Myrtle's continued for another thirty-seven years.

She remained one of Poplar Bluff's best-known civic volunteers, dedicating much of her life to the Methodist Church and women's missionary work. She served on district conference boards for twenty-five years, helped organize numerous church activities, established a perpetual scholarship honoring her mother Mary E. Winston, and became the first president of the Poplar Bluff Garden Club.

When Myrtle Allison passed away in 1984, she had reached the remarkable age of 100.

It is entirely possible that many longtime residents still remember her. That realization creates a remarkable bridge across time. The woman who witnessed the great Allison Mercantile fire of 1914… lived long enough to see Poplar Bluff enter the 1980s.

More Than One Headline

The fire made the front page.

The Allison family spent generations writing the chapters that followed.

That is often how local history unfolds. One dramatic event draws our attention. The people behind it become the story worth remembering.

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From the Original Newspaper

Weekly Citizen-Democrat — May 29, 1914

The fire

"The three story brick building at Fourth and Vine, the home of the Allison Mercantile Company, and the large stock inside today present a sad picture of smoked, charred and water-soaked ruin as a result of the fire which broke out in the building shortly before ten o'clock on Monday night."

The cause

The newspaper explained that investigators were unable to determine exactly how the blaze began.

"The origin of the fire is a mystery. Some suggest defective wiring; others defective wiring, others spontaneous combustion of leather goods in the shoe department."

The greatest loss

Although the building itself survived, the merchandise suffered tremendous damage.

"The store presented a terrible picture, for practically every inch of goods was water-soaked. It has been estimated by some that the Allison Company's merchandise loss will reach $50,000."

For perspective, that represented an enormous financial loss in 1914 and illustrates just how significant Allison Mercantile was to Poplar Bluff's business district.

Saving the building

One of the most remarkable details in the article is that firefighters concentrated on protecting the structure itself.

"The fire company worked at a disadvantage not having the oxygen helmets and sufficient ladders, but with assistance from many other volunteers, the fire was soon extinguished."

The newspaper credits both the volunteer firemen and local citizens who rushed to help save one of the city's largest commercial buildings.

A lesson for the city

Perhaps the most interesting part of the article is not about the fire itself, but what it revealed about Poplar Bluff's future.

The newspaper concluded that the community desperately needed better firefighting equipment.

"The city needs hook and ladder equipment and other paraphernalia for handling fire. The present facilities are insufficient."

It closes with a challenge to civic leaders:

"Poplar Bluff needs better fire equipment and should have it. If the results of Monday could be obtained with limited facilities, what might be done with a more complete equipment?"