Alma record. (Alma, Mich.) 1878-1928, 1916-08-03

and viii Not Make Their Purchases
In Disorder and Observation-Disclosures
late Array Of Goods Plessss Thorn.
The shiftiess Merchant Fsils-
Copyrighted. 1914 by Thomas j. suiiivanl
An acorn Is not an oak when II II
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 1t is a full grown oak
Not Halt . Man.
So man Is not man when ne IA
created. He is only just begun bis
manhood must come with years de
who travels through life prosperous
and goes to his grave without wrfn-
kle is not half a man. Difficulties are
Gods errands and trainers, and only
them can one attain to the
fullness OF manhood.
And what chimera Is man. what
a confused chase what a subject OF
proposed judge OF all
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 real
OF the procession. at least so far as the
purchasing agent of the home necessa
ries goes. Some extravagant guesser
has guessed that so per cent of all retail
buying is done by women.
We guess that that guess is too high.
Men have more 20 do with the fam
lily shopping than they are often will
ing to have their wives. daughters and
sisters admit to friends.
Men are the court OF last resort. and
the case * 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 If the
stores were made more attractive &c
men, II II were less unusual and less
for them 10 shop Ger.
tain 1t is that. even though the women
chases, the men must be catered to In
any store that is 10 succeed.
Women Very Observing.
But. primarily. the stores are 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.
rally more observing than men. just SC
surely will the merchant make the
of his life IL be attempts to
run bis store In a sloppy. slipshod
way. The successful store must be
Kept up to the woman's standard
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 competi.
tion Is TO make his store so conspicu
BUS for It's attracuveness. its cleanli
ness. its 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-
Densive advertising a merchant can do
In the business world OF today there
s no place for a weakling. Business
8 a mans game and must be played
n mans way.
Shiftiess Merchant Fails.
The failure OF the merchant who
Keeps dirty. sloppy store. In an In.
iolent shiftless way. means another !
evolution 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 |
Ieep In disrepute. That man Is al.
eady on the creased side of the tobog- |
,an. IL is but a question OF time when |
'ou will hear him fall.
Womans keen eve soon -orts out the |
torekeeper from the real alive. up to
late merchant and il does not take |
Ter any great length OF tine TO forget |
hat the dead. sleepy storekeeper ever
xisted. and be- is 80 dumb and brain. i
ess that be can't account for the loss
f her trade
cad the Record and Trade at Home.