Samuel Jarrold was the second son of John Jarrold II. He was married twice, first to Mary Turner, with whom he had two children, Samuel John James (known as John) and Mary Jane. After his wife's death, Samuel married Elizabeth Louisa Fisher, with whom he had eight children: Ella Louisa, Emma Maud (known as Maud), William Thomas Fisher, Helen Elizabeth, Thomas Herbert Curteis, Annie Priscilla, Edith and Emily Jarrold Jarrold. It was his sons, William and Herbert, who took over the family business after the death of Samuel and his brothers.
Samuel was an active member of the temperance movement, being among the founders of the Norwich Total Abstinence Society and founding the Temperance Montly Visitor magazine. He was the treasurer and secretary of the Norwich Temperance Society at different times and also became one of the Vice-Presidents of the British Temperance League.
The Temperance Monthly Visitor was edited by Elizabeth after Samuel's death in 1874, until her death in 1917. It is thought that Elizabeth and Thomas Jarrold's wife Hannah became actively involved in the family business after the death of their husbands, evidence of which can be seen in their comments on manuscripts submitted for publication.
Elizabeth grew up at Hingham Hall in Hingham, Norfolk. She became Samuel Jarrold's second wife, after becoming acquainted with him through the temperance movement. Further papers belonging to Elizabeth can be found amongst the papers of her son William, to whom they appear to have passed after her death..