The West Virginian. [volume] (Fairmont, W. Va.) 1914-1974, 1915-01-11
AT RACT WOMEN
TO YOUR STORE
they Do Most Of tho Family
Shopping.
KEEP TO THEIR STANDARD.

and Will Not Make Their PurchascS
In Disorder and cenfusion-Immaeu-
late Array of Goods Pteasss Them.
The Shiftless Merchant Fails.
Lcopyr1Ehted. 1914. by Thomas ]. sullivan-I
An acorn is not an oak when II In
sprouted 1t 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 a full grown oak
Not Half . Man.
So man is not a man when he IE
created. He is only just begun His
manhood must come With years. He
who travels through life prosperous
and goes TO his grave without wrin-
kle is not half q 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
| a 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 a mere huddle
of uncertainty: the glory and scandal
OF the universe!
Women 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. ut least so flr as the
purchasing agent Of the home necessa.
ries goes. Some extrnvagnnt Guesser
has guessed TINT so 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
sisters admit to friends.
Men are the court Of last resort. end
the case is often reversed. as the ex-
changed and returned goods depart
ment OF almost any store can testify.
Perhaps the expense of these depart
ments would be largely reduced IL the
stores were made more attractive to
men. If it we're less unusual and less
embarrassing for them to shop. Ger
make so pcr cent OF the family pnr.
chases. the men must be catered TO In
any store that Is TO succeed.
Women Very Observing.
But. primarily. the stores are Tor
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 ma tn.
rally more observing than men, Just 30
surely will the merchant make the
mistake or his life IL he attempts TO
run his store in a sloppy. slipsnod
| way. The successful store must be
Kept up to the wumans standard.
MANY men who are good rnercha nts
in other respects full 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. Que way q merchant can
place himself out OF reach OF compet-
/ ton Is to make his store 80 conspicu.
GUS for its attrnctiveuess, its cleanli.
ness, It's immaculate order, its con-
venience for women, that even the
most particular Of the sex win 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 a weakling. Business
| Is a mans game and must be played
in mau's way.
| Shiftless Merchant Fails.
The failure OF the merchant who
keeps dirty, sloppy store. In an In.
dolent, shiftless way. means another
1 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 be would
keep in disrepute. That man Is al
ready on the creased side OF the tobog.
gan. TITS but question OF time when
you will hear him fall.
| Woman's keen eye soon sorts out the
storekeeper from the real alive, up to
date merchant, and 1t does not take
her any great length OF time to forget
that the dead, sleepy storekeeper ever
existed, and he In so dumb and brain
less TINT he can't account for the loss
Of her trade.
She VIII Toll Him.
Let him ask any woman IN his town
why he failed 70 get her trade. and
she can and win soon tell him that the
sooner such a business man or store
keeper as he rctires and leaves the
deld to his more progressive competitor
the better It will be for himself and
the entire community.
The Poor pearI
Nj Rinka-Whx IN nnhnnnr