The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1917-07-06
ATTRACT WOMEN TO YOUR STORE I
They Do Most of the Family Shopping
Keep To Their Standard

Copyrighted. 1914. by Thomas J. sullivan-l
An acorn Is not an oak when 1t Ia
sprouted 1t must so 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 q Man.
So man is not a man when he Is
created. He is only just begun BIS
manhood must come with years. He
who travels through life prosperous
and goes to his grave without a wrtn-
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 a 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 mere hubble
of uncertainty; the glory and scandal
of the universal
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. 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
sisters 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 the expense Of these depart
ments would be largely reduced If the
stores were made more attractive to
men, If it were less unusual and less
embarrassing for them to shop. Ger
tain it is that, even though the women
make 80 per cent 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 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
Just as surely as women are uatu-
rally more observing than men, Just 80
surely will the merchant make the
mistake of his life II he attempts to
run his store in sloppy, sltpshod
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 1t goes to the big city
stores or to the retail mall 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 q merchant can
place himself out of reach OF competi-
ton is to make bis store so conspica-
GUS for its attractiveness, its clea0li-
ness, It's immaculate order, its Con-
Eenience for women, that even che
most particular OF the sex will Show
her delight in it.
This is the most effective and least ex-
pensive advertising merchant can dc.
In the business world of today there
is no place for a weakling. Business
Is q mans game and must be played
In mans way.
Shiftless Merchant Falls.
The failure of the merchant VITO
keeps a dirty. sloppy store. I'm an In
ydolent, shiftless way, means another
revoluti0n 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 dlsrepute. That man Is al
ready on tao creased side OF the tobog-
gan. 1t is out a 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 mer. hant, and 1t does not take
her any groat leagth of time to forget
that the dead, sleepy storekeeper ever
existed, and he Is so dumb and brain
less that ne can't account for the loss
Of her trade.
She viii 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 business man or store
keeper as he retires and leaves the
field to his more progressive competitor
the better 1t will be for himself ana
the entire community.