The Lexington intelligencer. [volume] (Lexington, Mo.) 1901-1949, 1917-08-10

and VIII NOT MAKE iNelT TufCHdsSs
In Disorder and Confus, on -Immacu-
late Array of Goods PIesses Them.
The shiftless Merchant Fails.
copyrighted. 1914. by Thomas ! sullivan
An acorn is not an oak when II IL
sprouted. It must 70 through Idns
summers and 6erce winters ani rn
dure all the frost and SNOW ann thun
der and storms aud side st1kln- winaN
before it is n fun grown oaR
Not Hall = Man.
So man Is not Il man when "" Is
created. He is only iu+t brglu liN
manhood must come with wears u"
who travels through ME prosl'"r"''>
and goes to his grave without Il "tln
kle is not half n man Difficulties are
Gods errands and trainers. ana on,
through them can Il attain to the
~fullness OF manhood.
And what a chimprn is man. what
a confused chase. what II sGblcrt OF
contradiction proposed judge of all
things and yet a feeble worm of tue
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 chat 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 e%xtravagant guesser
has guessed that 80 per cen of all retail
buying is done by women.
We guess that that guess Is too high.
Men have more to 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 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 1t were less unusual and less
embarrassing for them to shop. Ger
tain it is that. ever though the women
make so 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 natu-
rally more observing than men, just so
surely will the merchant make the
mistake Of his life If he attempts TO
run his store In a 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 u merchant can
nlace himself out Of reach Of competi.
ton is to make his store 50 cOnsplcu
Gus for its attractiveness, 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
pensive advertising a merchant a do
In the business world of today Their,
is no place for a weakling. Business
Is a mans game and must be playet
In a mans way.
Shiftless Merchant Fails.
, The failure Of the merchant VIII
keeps a dirty, sloppy store, in an In
dolent. shiftless way, means anothe
5 revolution of the wheel of progress.
o His trip to the scrap heap is for tn
general good. for the betterment an
advancement Of the industry he woul
keep In disrepute. That man Is a
ready on the creased side of the tobol
gan. 1t is but a question Of time whe
I you will hear him fall.
e Woman's keen eye son sorts out III
s%torekeeper from the ren alive. up
date merchant. and II does not tab
: her any great length OF time to fOrg'
that the dead sleepy %stOrekeeper eve
n existed, and he Is so dumb and brail
less that he can't account for the loi
Of her trade.
She Viii Top Him.
Let him ask any woman in his tow
why he failed TO get her trade. al
II she can and will soon tell him that Il
sooner such Il business man or stOr
a keeper M he retlres aud leaves Il
field to his more progressive competlt
i the better il will be for himself al
e the entire community.
), The Poor pearl
~ Mr.. Binks- Why so unhaCuy2
-