The San Francisco call., 1909-11-07
ATTRACTIVE FEATURE
AT THE LACE HOUSE
New Announcement From ID.
SamueIs' Morning Sales

The most talked about sales that are
being held in this city today are the
morning sales" that are being held
al y. Samuels
Each day, in d different department
the most desirable articles are sold
before y at very great reductions
The sales are already very successful
and every day shows greater attend
ance than the preceding day: and mas
much as the firm have made extensive
preparations and announce that they
have secured some remarkable pur-
chases intended exclusively for these
morning sales" there is reason to
think that before January Ist every
woman in the city viii be eagerly fol-
loving the same.
The policy OF d. Samuels in inaug-
urating these sales is as follows: Since
the retail section has moved down
town, possibly owing TO the greater
distance from their homes, and possibly
on account Of changed habits, regular
business does not start until ] 80 D. m
Ninety per cent of the cost of sell
ing goods commences when the doors
open At S-30. but is prOpOrtionatelv y
decreased as the volume Of business is
increased. When q firm therefore de-
termines that the policy of its bust
ness shall be development upon the
principle OF the best possible values
they can only do this by getting 100
per cent value out Of every item OF the
cost of doing business. and it is for
the above reason that D. Samuels have
decided that they are not satisfied TO
be busy afternoons alone, but that they
must be busy the entire day: and
realizing that extraordinary induce
ments must be given in order TO per
suade women 10 shop mornings they
have ina Ugurated as a permanent feat
are of their business what shall be
known as morning sales They have
selected a staff of their most expert
enced buyers. who are devoting their
time exclusively 10 preparations for
these sales.
Every day sees something very good
from some department. one day shoes.
another day silks, and, a third day
hats, and so on. so that while the Gus
toner may not find just the articles
desired on one particular day, not
? whole week can pass before that
same woman viii find that on one OF
these days she viii get something
that is just exactly what she wanted
at a great saving.
Yesterday Saturday d. Samuels sold
hats before u o'clock at S5 each which
the day before and that same day after
72 O'Clock were selling at $3.50. $3.50
and even $40 No money was made on
these hats, but il was an excellent in
drcement TO women 10 come down town.
Tomorrow s5c and 75c silks viii be sold
before II at 3sc. and so on each day.
No orders viii be taken by phone.
inasmuch as the sole object of the
firm is TO bring women to the store
In planning these sales d. Samuels
announce that any article bought at
these morning sales" unless it be
yard goods. which have been cut off
can be brought back within as hours
after the sale and the money will be
refunded.
Each article on sale %yin be an
nounced in the columns OF this paper.
and viii always be on display the pre-
.vious evening in our Stockton street
windows.
The store that is busiest is the store
that can give the best values. and it
Is only the store that does give the
best values that is the busy store.
ID. Samuels, The Lace House, who.
for 55 years have been known TO
han ndle only the very finest merchan-
disc that is manufactured. and who
during this entire length of time have
never deviated from their consistent
policy, have one ruling for all buy
erS 10 which no exception can be made
viz: That the standard of merchan-
disc shall never be changed no mat
ter how low the. selling price may be
Keep in touch with these "morning
sales" They are intended TO save
money for those who shop in time to
profit by them.