The history of stickers

Stickers are everywhere: on laptops, packaging, street signs, and even water bottles. But where did they actually come from? While today’s stickers are mostly colourful, fun, or branded, their roots go back much further than most people think.

What started as simple adhesive labels used for trade and communication has evolved into a global phenomenon, used in everything from advertising to art. Stickers may feel modern, but if you've ever wondered who invented stickers or when the first stickers appeared, the answers go way back.

What are stickers and adhesive labels, really?

A sticker is a piece of material, often paper, vinyl, or plastic, with an adhesive backing that sticks to surfaces. It can be decorative, informative, or functional, commonly used in packaging, marketing, education, and creative projects.

Modern stickers use self-adhesive technology with a peel-off backing layer, so there's no need for glue or water. Older types, like postage stamps and early adhesive labels, relied on adhesive paper that had to be moistened.

Stickers are often confused with decals, but they’re different. Decals use water or heat to transfer designs, while stickers apply directly with pressure.

If it sticks and communicates something, it counts as a sticker. And as we’ll see, this simple concept has a surprisingly rich history.

Stickers in ancient times: early adhesive materials

The idea behind stickers goes back much further than most people expect. Some historians believe that in ancient Egypt, merchants may have used papyrus labels attached with natural glue to display prices or product information, though the evidence is limited.

These were often handwritten notes on papyrus, attached to walls or products with paste or some type of natural glue.

Although they didn’t resemble modern stickers, these early labels served the same function: they provided information, marked ownership, and helped with trade. In other ancient civilisations, people used clay seals or wax stamps for similar purposes, sealing messages or identifying goods.

These examples from ancient times show that the basic concept of a sticker – a message attached to a surface using some kind of adhesive – has existed for thousands of years. While the materials and techniques were different, the idea remains surprisingly familiar.

19th century: postage stamps, adhesive paper, and the first labels

The 1800s brought major developments in the evolution of stickers. In 1839, Sir Rowland Hill introduced adhesive paper as part of his efforts to reform the postal system. His invention led to the creation of the first postage stamps: small paper labels that used gum on the back and needed to be moistened before use. These stamps made sending letters safer, more affordable, and more efficient.

This was a turning point in how adhesive labels were used. The idea of pre-cut, gummed labels quickly expanded beyond postage. By the mid to late 1800s, pharmacies, libraries, and businesses began using similar paper labels for bottles, books, and packaging. These early labels were still activated with water or glue, but they introduced the concept of ready-to-use information tags.

While these were not yet self-adhesive stickers, they laid the groundwork for what would come next.

Early 20th century: stickers as promotion and collectibles

As printing technology improved, stickers began to play a bigger role in advertising and consumer goods. In the early 1900s, companies started using paper labels on fruit crates to help products stand out in busy markets. These labels were often colourful, eye-catching, and applied using gum paste, a thick adhesive made from natural materials. They weren’t peel-and-stick yet, but they worked.

This era also saw the rise of sticker-like promotions. Brands issued adhesive labels as marketing materials to advertise products or reward customer loyalty. Trading stamps, promotional seals, and decorative sticky labels became common in packaging and product displays.

Collecting started to become part of sticker culture, too. People saved stamps, food product labels, and decorative seals from items they bought. These early collectible stickers helped spark the kind of sticker craze that would later take off on a much larger scale.

1930s–1940s: the first self-adhesive label and modern stickers began

The major turning point in sticker history came in 1935, when Stanton Avery invented the first self-adhesive label. His peel-and-stick design used pressure-sensitive adhesive material and a removable backing layer, making stickers easier to apply than ever before.

He launched the product under Avery Adhesives. These early self-adhesive stickers were mainly used in retail as price tags: practical, efficient, and easy to mass-produce.

This marked the shift from gummed paper labels to what we now recognise as modern stickers. Avery’s invention set the standard for sticker production going forward, turning a simple label into a powerful tool for business and design.

1940s–1960s: stickers hit the road

By the mid-20th century, stickers were no longer just for packaging or pricing. They started showing up in everyday life in more visible and creative ways. In the 1940s, Forest Gill, a screen printer from Kansas, began combining adhesive labels with bright inks to create what many consider the first bumper stickers. These self-adhesive signs were easy to apply and held up on car surfaces, even in changing weather.

This was the beginning of stickers as tools for personal expression. People used them to share slogans, advertise travel destinations, or support political campaigns. The ability to spread a message on the back of a car was new, and it caught on quickly.

During this period, sticker use expanded into tourism, event promotion, and cause-related campaigns. Visitors could collect sticky labels from national parks, concerts, or attractions, and some even became souvenirs.

Vinyl also began to replace paper as a more durable material for self-adhesive stickers, especially for outdoor use. This improved weather resistance made stickers more versatile and long-lasting.

1970s–1980s: pop culture, sticker craze, and DIY labels

By the 1970s, stickers had fully entered pop culture. No longer just for packaging, they became part of school life, music, and identity. Children collected shiny paper labels as classroom rewards, and sticker albums became a global trend. Collectible brands like Panini helped spark an international sticker craze.

Bands promoted tours and albums with self-adhesive stickers, while fans decorated lockers and folders. Punk and DIY scenes used sticky labels to spread underground messages fast. This was an era of both mass production and personal creativity.

New sticker types emerged: scratch-and-sniff, puffy, and holographic. These weren’t just fun add-ons; they were visual tools for personal expression. By the 1980s, stickers had evolved into cultural artefacts, not just decorative tags.

1990s: peak “stickermania”

The 1990s marked a golden age in the history of stickers. Stickers were everywhere and came in every style. Puffy, scented, and holographic sticker types filled lunchboxes and folders. Children traded them like collectibles.

Popular shows, boy bands, and films released branded stickers. From Pokémon to Disney, stickers became essential marketing materials. Outside of school, teens turned stickers into a canvas for personal expression, decorating skateboards, folders, and mirrors.

Some collectors preserved their favourite designs in albums. This was when sticker collecting reached new heights, though the trend had started decades earlier with trading stamps and collectible albums. The sticker craze peaked, but it wouldn’t fade.

2000s: customisation and digital access

In the 2000s, stickers became more personal. Online printing made it easy for anyone to create and order custom stickers featuring photos, artwork, or logos – no large company required.

Self-adhesive stickers showed up on laptops, phones, and notebooks, turning everyday items into a means of self-expression. Apple began including its logo as a sticker in product boxes starting in the late 1990s, a tradition that continues for many devices today.

For businesses, stickers became a quick, affordable way to boost branding and visibility. As e-commerce grew, so did the use of adhesive labels for packaging and shipping.

DIY creativity also flourished. People used home printers and adhesive paper to design and print their own stickers, a shift that turned more consumers into creators.

2010s–2020s: technology, art, and sustainability

Modern stickers reached new heights during this time. Stickers evolved with tech – AR and NFC-enabled self-adhesive stickers allowed businesses to connect packaging with digital content. Digital sticker packs took off in the early 2010s, first gaining massive popularity on Asian messaging platforms like LINE, before expanding to iMessage, WhatsApp, and others.

Eco-consciousness grew, too. Many brands now use biodegradable adhesive materials, compostable paper, and non-toxic glue. These adhesive wonders align with today’s focus on sustainability.

In the art world, stickers became a medium. Street artists and illustrators used them to create fast, mobile works. Some are even featured in gallery shows. Stickers blurred the line between design, activism, and visual art.

From tech to climate concerns to street art, stickers stayed relevant and kept sticking.

How stickers are used today

Stickers are part of nearly every aspect of modern life. They’re used in packaging, marketing, education, art, and even healthcare. From price tags and product labels to laptop decals and planners, stickers offer both practical and creative value.

Businesses use adhesive labels to brand products, organise logistics, and communicate quickly. For individuals, stickers are a way to express personality: decorating water bottles, journals, or gifts with custom designs.

In creative spaces, stickers appear in art, journaling, and even street campaigns. Their flexibility, low cost, and visual impact make them a widely used tool across industries.

About Sticker it

This article was created by the team at Sticker it, where we’re passionate about all things stickers.

Our platform makes it easy to design and order custom stickers, whether you’re creating for business, events, or fun. The most popular ones are die cut stickers.

We also offer a wide range of eco-friendly materials and high-quality printing to bring your designs to life and help them stick.

Not sure what to get? You can message our experts or just get custom samples!