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Serial killer J.J. Keeding used his fake salesman identity to enter homes across Missouri before committing a string of brutal murders in 1926. Known as the “Little Merchant Killer,” Keeding traveled through rural communities posing as a hardware salesman, using charm and deception to gain access to victims before carrying out violent attacks that spread fear across Southeast Missouri.
During the spring of 1926, Justin Jason Keeding terrorized rural communities throughout Southeast Missouri while posing as a traveling hardware salesman. Using the alias of a representative for the St. Louis company Driscoll & Fane, Keeding carried sales catalogs and approached homes door-to-door, presenting himself as a harmless merchant seeking business opportunities. Behind the polite appearance, however, investigators later uncovered a violent predator responsible for multiple murders and assaults.
Authorities believe Keeding targeted isolated homes where victims were less likely to receive immediate help. After gaining trust and entry into residences, he carried out brutal attacks that left communities fearful of strangers traveling through the region. Newspapers at the time began referring to him as the “Little Merchant Killer,” a nickname tied directly to the deceptive persona he used while moving between towns and victims.
Keeding’s violent spree ended in May 1926 following the murder of his final known victim. Sherman Haupt, the victim’s father, reportedly tracked Keeding down and abducted him before carrying out a vigilante lynching near Panther Creek. Keeding’s death brought an abrupt and brutal conclusion to one of Missouri’s earliest serial murder cases, leaving behind a legacy of fear, revenge and frontier-style justice.
Serial killer J.J. Keeding used his fake salesman identity to enter homes across Missouri before committing a string of brutal murders in 1926. Known as the “Little Merchant Killer,” Keeding traveled through rural communities posing as a hardware salesman, using charm and deception to gain access to victims before carrying out violent attacks that spread fear across Southeast Missouri.
