The term “will call” refers to the practice of allowing customers to pick up tickets, merchandise, or other items that have been prepaid for but not immediately delivered. But where did this odd phrase come from and how did it become so common?
The Origins of “Will Call”
The exact origins of the term “will call” are unclear, but it seems to date back to the late 19th or early 20th century. Some theories about its origins include:
- It came from the use of telegram messenger boys who would wait to “call” for a reply telegram. The reply telegram would often start with “Will call for answer,” indicating the messenger should return later for the response.
- It derives from the theater ticket practice of holding tickets under a person’s name “at the will” of the ticket holder. They would call later to collect the tickets at their convenience.
- It stems from the custom of setting aside goods that were prepaid for but not immediately picked up. The customer would “call for them” later as they willed.
The earliest known uses of the phrase appear around the 1920s and seem to be theater or entertainment related. One 1921 newspaper article about tickets reads: “Telephone Main 1270 and ask for what you want, seats will be held subject to your call.”
How “Will Call” Entered Common Usage
While the precise origin is uncertain, we do know that “will call” became a standard industry term in the 20th century for prepaid orders to be picked up later. Here are some examples of how it became popular:
- The entertainment industry, especially theaters and later movies, were early adopters. Allowing ticket pickup gave flexibility and avoided loses from unsold seats.
- Stores adopted it for large item deliveries like furniture or appliances. Customers could pay ahead then pick up the items themselves later.
- As shipping expanded, freight companies used will call for prepaid orders. It let recipients get items when convenient.
- Restaurants applied it to to-go and pickup orders that were called in and paid for ahead of time.
By the 1950s, “will call” was in common use across industries and had become a standard business term. Its wide adoption was helped by the factors like telephones becoming ubiquitous, allowing customers to conveniently reserve or pay for items in advance.
How Will Call Works
While originally a somewhat casual practice, modern businesses follow specific will call procedures both to organize the process and ensure security:
- Customers place and prepay an order by phone, online, or in person.
- The business sets the items aside in a will call area.
- The customer returns and provides their name and/or order confirmation number.
- ID or signature may be required to ensure correct pickup.
- The business releases the prepaid items to the customer.
For pickup efficiency, larger companies often have a dedicated will call desk or window. Tickets may be held in alphabetical order for easy lookup. And ID verification helps prevent erroneous or fraudulent pickups.
Common Examples of Will Call Today
While originating from telegram and theater ticket practices, will call is now used in many business situations including:
- Online order pickup: Retailers allow customers to buy online then pick up items at the physical store.
- Prescription pickup: Pharmacies take orders ahead then have them ready under will call.
- Restaurant pickup: Takeout/pickup food orders are commonly handled as will call.
- Event ticket pickup: Will call booths allow event goers to conveniently get tickets bought ahead of time.
- Appliance delivery: Stores coordinate paid appliance deliveries where customers will call to schedule the actual drop-off.
Will call allows smooth coordination and helps prevent losses from unclaimed goods. The customer also enjoys the flexibility of picking up items when it fits their schedule.
Why “Will Call” Stuck Around
Despite its archaic roots from the telegram era, the term “will call” persists because it succinctly describes a useful pickup process. Reasons it remains engrained in business and culture include:
- It is unambiguous: The meaning is immediately clear to both staff and customers.
- It is specific: More so than just “pickup” which could involve other situations.
- It is convenient: The three-word phrase replaces longer explanations.
- It is established: Will call has a long history and tradition behind it.
While some have suggested more modern phrases like “customer pickup,” none have really replaced the ubiquitous and easily-understood “will call.” Its long-standing use across different industries has firmly planted it in the business lexicon.
Regional Variations
While in common use throughout the English-speaking world, some subtle regional differences in will call usage have emerged:
- In the US, it tends to refer specifically to preorder pickup.
- In Australia, will call can also mean ordering items that are not currently in stock.
- In the UK, Ireland, and some other areas, the term “collector” is sometimes used instead.
However, the core meaning of paying for goods upfront to be collected later remains largely consistent. The widespread business need for such a process means will call is now firmly rooted worldwide.
Why Prepaid Pickup Remains Relevant
Even with online shopping and delivery, will call maintains an important role in customer transactions and convenience:
- Lets customers lock in items then pick them up when their schedule allows.
- Saves delivery time, costs, and energy compared to home shipping.
- Provides item hand inspection rather than just porch drop-off.
- Avoids need to be home for deliveries or risk theft.
- Allows orders even if home address details are not finalized.
- Gives flexibility if plans change regarding an order.
With its clear advantages, the will call process will likely remain entrenched in many businesses focused on customer service and flexibility.
Conclusion
While its origins are a bit fuzzy, “will call” has become engrained as a standard industry term for prepaid pickup orders. It arose sometime in the late 1800s or early 1900s out of telegrams, theater tickets, or furniture orders. The convenience and coordination benefits made it widely adopted across retail, events, deliveries, and other sectors. Even with changes in technology, will call pickup remains highly useful today. The unambiguous phrase succinctly captures a concept that is deeply rooted in business and culture. So while the telegram messengers of old may not recognize much of modern life, they would certainly understand the persistence of will call pickup.