Today I learned where this phrase comes from. The Morton company’s logo (from 1914) and its motto, “When it rains it pours” (from 1911), were developed to illustrate the point that Morton Salt was free flowing and didn’t clump even in humid rainy weather. (via)
But before it was a company motto, it was a saying that meant “when something (usually bad) happens, it happens to a large degree.”
“I got a flat tire this morning, and then my boss gave me a warning, and now I’m being audited by the IRS.”
“Well, when it rains, it pours!”
Morton’s was just playing on that phrase.
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