The Republican journal., 1903-01-15
r-s1Nc IN rHE"DULL SEASON.

,i,ts for retail merchants.
sod Immediately following the
= holidays is usually one OF
'r pest seasons in the whole year
r.tail trade. Buyers of all
ave been spending money free
Inv of them feel more dispos-
...ocbment than to increasing
.v In northern latitudes the
..s snort and the weather is
aid ard very often stormy.
decided reaction from the
',,r and lavish expenditure
..d,sd the holiday season. The
o- '...cs that were then unloosen-
.tair fullest extent are again
{.,i,n and there is little dispo-
.nepd money if it can be avoid
.,,rse .here is always a demand
,,eps and staple groceries. The
The hour barrel is as liable to
..'5 at one season as another.
o, > OF tea, coffee, sugar and
a., nan short at any time. Salt
tref aud pork are bought at
u onautities that vary little,
,.lr there is usually a falling
,,eatter Fish, whether fresh
5 .,gsr he had at all seasons, and
..- and bivalves are in demand
... months that roll their RS.
..e. articles have a regular sale
..r mt the fact remains that the
.. trade in general is usually
Yer during the first months
,.aI lhan at any other period.
..,caauts themselves are to
rpsponsible for this condi-
lr,. They have had a busy,
..I-ll and have, probably, been
... Many of them need time
rr and lack the energy
.r successful "hustling".
move effect than all the rest
..., neglect their advertising,
...r cases, withdraw 1t alto
ine. This, to any one who
ates the benefits that may
.. uy using printers ink, APP
.ridal; but the merchants
..h a course think they are
Visiting conditions. They
Lat there is no money in
mat people are supplied
. -aods they need, and that
come out to buy in stormy
they will clinch these
aguments by saying that
sting money to advertise
.. vaults to buy.
amt who has carefully
uucjples of advertising
utirely different view OF
He Will argue that the
ADVERTISING is to induce
who have no particular
do So. He will hold that
Linn to sell the most is
Duuelitors are selling but
.-- tl Of ueglectlng his adver-
said give it more than the
.l uf attention. and instead
...s of Withdrawing it, he will
more space than before.
u we'll aware that the public
ais stock at that time un-
e-ls them sufficient induce
Ute Will also recognize the
some of his goods are not
VIII he forced to keep them
.s dispose of them at a loss.
..,e consists wholly or in part
millinery, furs, winter
-. or in fact any goods that
.udered unstable by the
fashion or the seasons, lie
.s. IL WIl pay him to make big
.-j jN older to dispose of them
lI- can better afford to offer
rements than to run the
uung the goods over or of
. sale altogether.
Sc facts in view the wise
begins at once to plan his
9paigu. He has no intention
- lis winter stock over, and
.o, sell it at a loss if he can
IDEAS willing to make reason
slo}s. and is ready to offer
W.Urelnents. He constructs
s-luents in a way that will
'u- public that he is deter
-l lie frankly admits that
roched, and he offers induce
will. appeal to bargain lovers.
.tA If stock taking time can
Hsed as a logical reason for
make a reduction of the
ui, and furnishes an excuse
ug profits. There are al
.as0ns for selling if a mer-
aluy anxious to sell. The
1u is determined to get rid
goods during the dull sea-
touDtedly do so, but he must
With smaller profits than
Ae is brisk. He must make
sHUnS that will convince his
and the public generally that
'Hgains are being offered. He
,4i to the money-saving in
GA is such a strong incentive
N and lie must see to it that all
uIses are faithfully kept. He
neuish his stock from time to
foods that are in demand at
-Hs and that will bear a fair
age Of profit. If he does all
lr adyertises freely and inter
If he makes generous price re-
nd replaces the goods he sells
-ls III greater demand-he will
rason to complain of the dull
He may not make as much
e te does when trade is brisker,
urn into cash a lot of goods
-a would otherwise have to hold
IS Hd he will keep in touch with
.u4trs, and perhaps add a num-
H~ iist.-The Retailer & Adver-