Using the Price Guide

Understanding the Item Format

Item's date

Item description

Item's rarity

Item's manufacturer (if known to author)

Description of item's materials

Item's approximate dimensions

Item's value in three conditions


PAPER SIGN                             


M.C.A. Sign Co., Massilon, OH            

Lithocaraphy on heavy fiber paper    

Approx. 57.5 x 18.5 inches                 

VG 475  EX 1,100  NM 2,500               

Understanding Condition

Please remember that condition is the most important factor when determining value. Many Coca-Cola items found in today’s marketplace fall into the VG (7) to EX (8) condition categories. This is considered the average value range. Items in a NM (9) or better condition are rarely encountered and thus often command a much higher value. An honest assessment of condition is critical when determining your Coca-Cola items value. To learn more about determining condition go to the Condition Guide.

Understanding Rarity

For this value guide — item rarity is based upon a subjective number system of 1 through 7 with each number being based upon my experience as to how often a collector might encounter a certain item in the marketplace. The marketplace is defined as including – private sales, internet auctions,  fixed price sales, antique shops/malls/shows, live auctions and conventions.  This rarity designation is also based upon encountering the item in the middle condition of Excellent.


R1 / Surplus

This item can be located at nearly any time. There is a surplus in the market. More items are available than there are collectors to buy. These items are very easily found on the internet, antique shows or antique malls.


R2 / Common

A commonplace item that is easy to find and readily available. Can be located in a short amount of time, but less plentiful that the Surplus category. These items are very easily found on the internet, antique shows or antique malls.


R3 / Uncommon

An item that is not seen every day, but yet can generally be found within a few months. Most commonly found on the internet.


R4 / Scarce

A collector might encounter this item in the marketplace from once to a few times a year. Most commonly found at private sales, live auctions,or conventions.


R5 / Very Scarce

A collector might encounter this item in the marketplace once a year or two. Most commonly found at private sales, live auctions, or conventions.


R6 / Rare

A collector might only encounter this item in the marketplace once in several years. Most commonly found at live auctions, or conventions.


R7 / Extremely Rare

A collector might encounter this item in the marketplace once in a collecting lifetime or possibly never at all. Only a few are known to exist and items in this category rarely come to market. When they do they usually command a premium price.

Understanding Values

For the four years previous to this guide's publication - all known sales for each item in this value guide is tracked by condition through private transactions, internet auctions and fixed price sales, antique shops and malls, live auctions and conventions. Then the sales prices in each condition are interpreted to produce an estimated value.  When a item has not changed hands recently, an educated estimate is used based upon recent sales of similar items. All values are given in U.S. Dollars. is a private collector's website that provides information useful to the Coca-Cola collecting community and contributes to an overall understanding of the history of the Coca-Cola Company and its advertising memorabilia.

We are not affiliated with or endorsed in any manner by the Coca-Cola Company. The views and opinions expressed here are solely those of the author. Coca-Cola, Coke and all associated trade names, service marks and logos are registered trademarks of the Coca-Cola Company.

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