Today's drugstore has aisles and aisles of everything from potato chips to poolside toys to perfume and hosiery to dishwashing detergent to playing cards. He derived his livelihood from the aches and ailments of the public he served. And these stores were aggressively merchandising their all-purpose product lines, never promoting pharmaceuticals in their store windows, just suggesting that drugs could be had on the inside.
Display is of paramount importance.
How many sales are made to people who are waiting for the telephone, buying a stamp or having a prescription filled cannot be estimated accurately, but the number is large. Knowing this, the wise druggist makes his store as inviting as possible with attractive fixtures and spreads his merchandise out under crystal clear glass where one cannot avoid seeing it. The wooden wall and floor cases have swing glass-paneled doors with white enamel insides and metal shelves and marble slab bases. Humidors have moisteners and cigarette cases have compartments for stacking boxes. Displays include souvenirs and fine china, and the ice cream department has metal, octagonal tables with verde antique finishes and matching chairs.