The gold leaf. [volume] (Henderson, N.C.) 1881-1911, 1894-01-18

IOrCS 10 00CQro Trace A1C6r inc
Holiday Season is Over---The
Part That Advertising Plays in
the Drama of Success.
Norfolk Virginian.I
The holiday rush is over. Business
was active, fully up to expectations.
Few people bought largely, yet every
body bought something, and many
Titles make much. Business was re-
tarded by business depression, but no
business depression ever existed beyond
its epidemic limit, and every depression
is followed by better times, all the
more brisk from their contrasts with
preceding months. Holiday business,
however, has the appearance of a
cyclone, and when the whiA of
universal shopping is over usually
subsidies into a calm of business in
activity.
After the rush it is the habit of most
merchants to yield to the popular
impression that business will be dull,
they pull down the blinds, cover up
the counters, discharge much of their
help and 60 into winter quarters, only
to wake up when the brisk breezes of
spring trade, fan them back into life.
Why is trade dull between seasons
Because the merchant makes it dull
by relaxing his efforts for business and
sitting on the rail of discomfort. He
imagines he cannot sell goods, and,
therefore he doesn't.
Have you never heard your wife,
your sister, your motherinlaw, say
frequently that she will buy that cloak
or that hat, or that something else,
after the rush? She buys toys and
candies and seasonable trinkets during
the holiday season, but waits for the
active trade to be over before purchas-
ing expensive or economical necessities.
She has two reasons for waiting. She
can make better selections when the
stores are not crowded then the prices
are lower and she can reap the benefit
of special discount. The wise, wide
! awake woman, the cash buyer oi
necessities waits for after the rush
bargains. She scans the papers and
reads every special offer.
The merchant who has the boldness
to be an extensive advertiser between
seasons is the man who will exchange
his goods into money instead OF
carrying them on his shelves for the
next season and when the new season
arrives he will have a new line to put
against his less progressive competitors
"left over stock" He can afford to
max a liberal discount, for between
seasons cash money will be worth a
good percentage to him and may be
turned over with profit several times
before the next winter season arrives
The majority of business men lack
courage. They curtail expenses when
they should spend more money. They
assist in making dull times duller. The
progressive merchant by judiciou:
advertising can obtain the bulk of the
between season business. This trade
exists and will come to the man who
will make the right kind of an effor
to obtain it. The majority of mer
chants make no effort, therefore the
liberal advertiser shines all the more
brilliant by the singleness of his pro
gression. He pushes for trade wher
the other fellows are not pushing, anc
gets the business and holds it.
| The first thing to do after thu
holidays is to arrange your bargains il
accord with the requirements of the
season. 1t certainly will not pay te
spend much money in pushing th'
sale Of ice cream freezers in Januar,
or heaters in June.
Second. Mark your prices dowl
to rock bottom, between seasons
money-fetching bargains. Make you
discounts liberal.
Third. Let the people know it, or
as a celebrated writer says, you
bargains "will be like a grant
Spectacular show on the face of tn.
moon-worthless, because it is withou
: audience"
Make speciality of your bargains
+ people like to buy that which is es
pecially advertised. They like to fee
that on certain day, ata special sale
they will get something extra for thei
money. This is the age of fspecialties
and regular goods must frequently b
advertised as specialties to attrac
special attention. Beware of fakes
however, as the public may be fake
for short while, but to hold its conf
dence and to continue in proftabl
+ business relations you must dea
honestly with it. In special sales tn
:: motto should be "small profits an
quick sales.''
The merchant does not make a
much money selling at discour
after the rush, as he does at full pric
during the busy season. He has good
, on his counters for which he wants tn
money. If he wants the money NOR
than the goods, he can afford to max
, a discount for the money. Now tn
question is, will he keep the goods c
have the money! If he makes di:
. count and people don't know it, h
had just as we'll not make discoun
: | Therefore the merchant must advel
tise.
s. One who has given his whole life
: the business, says "the legitimate &C
f vertisement in the legitimate new
paper, is worth more than any oth'
| kind of Advertising"
"Good advertising space brings
: | good price," yet otis not so mue
| how much you pay, It's what you g
for what YOU pay.''