The county record. [volume] (Kingstree, S.C.) 1885-1975, 1914-04-16

They Are More Observing Than Men
and viii Not Make Their Purchases
In Disorder and Confusion-Immaeu-
late Array of Goods Pleases Them.
The ShiftIess Merchant Fails
ICopyrighted 1914. by Thomas J, Sullivan
An acorn Is not an oak when II Ia
sprouted. II must go through long
summers and fierce winters and en-
dure all the frost and snow and thun-
der and storms and side striking winds
before It is full grown oak.
Not Half a Man.
So man Is not man when oe IL
created. He is only just begun dls
manhood must come with years. He
who travels through life prosperous
and goes to his grave without wrin-
kle Is not half a man. Difficulties are
Gods errands and trainers, and only
through them can one attain to the
fullness Of manhood.
And what chimera Is man. what
q confused chase, what a subject OF
contradictions proposed judge OF all
things and yet a feeble worm OF the
earth; the great depository and guard
ian of truth and yet mere huddle
of uncertainty: the glory and scandal
Of the universe!
wonoen Greatest Shoppers.
Man Is a sort of dependent creature.
and that Is why woman took him In
charge and relegated him to the rear
OF the procession. at least so far as the
purchasing agent Of the home necessa'
ries goes. Some extravagant guesser
has guessed that 80 per cent Of all retail
buying is done by women
We guess that that guess Is too high.
Men have more to do with the fam
fly shopping than they are often will
ing to have their wives, daughters and
aisters admit to friends.
Men are the court Of last resort. and
the case is often reversed, as the ex-
changed and returned goods depart
ment Of almost any store can testify.
Perhaps tie expense Of these depart
ments would be largely reduced II the
stores were made more attractive to
men. If II were less unusual and less
embarrassing for them to shop. Ger
tain 1t Is that. even though the women
make 80 pescent Of the family pur.
chases, the men must be catered to IN
any store that Is to succeed.
Women Very Observing.
But, primarily. the stores arc for
women. They make up the majority
Of every merchants customers. For
them the right merchandise must be
secured; to them the merchant must
make his appeal
Just as surely as women are natu-
rally more observing than men. just 30
surely will the merchant make the
mistake Of his life If he attempts to
run his store in sloppy. slipshod
way. The successful store must be
Kept up to the woman's standard.
Many men who are good merchants
in other respects fail here and then
wonder why they do not get the trade
wonder why it goes to the big city
stores or to the retail mail order
houses.
Attractive Stores Win.
Observing women who are careful
and conscientious housekeepers are
not going to buy in disorder and con,
fusion. One way merchant can
place himself out Of reach Of compett
ton Is to make his store so consptcu'
Gus for its attrachveness, its cleanli.
ness, It's immaculate order, its con
venience for women. that even the
most particular Of the sex will show
her delight in it
This Is the most effective and least ex'
pensive advertising merchant can do
In the business world Of today there
Is no place for weakllng. Business
Is q mans game and must be played
in a mans way.
Sh;ftiess Merchant Fails-
The failure Of the merchant who
keeps a dirty. sloppy store. In an In.
dolent, shiftless way. means another
revolution of the wheel OF progress.
His trip to the scrap heap Is for the
general good, for the betterment and
advancement Of the industry he would
keep in disrepute. That man Is al
ready on the creased side Of the tobog'
gan. 1t is but a question of time when
you will hear him fall.
Womans keen eye soon sorts out the
storekeeper from the real alive, up to
date merchant, and it does not take
her any great length Of time to forget
that the dead. sleepy storekeeper ever
existed. and he is so dumb and brain,
less that he can't account for the loss
Of her trade.
She Will Tell Him.
Let him ask any woman In his town
why he failed to get her trade, and
she can and will soon tell him that the
sooner such a business man or store
keeper as he retires and leaves the
field to his more progressive competitor
the better it will be for himself and
the entire community.