The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1917-10-14
BUY IT IN PENSACOLA

Pensacola business houses are launching
today an intensive Trade-at-Ho cam
paign and they will, comparatively publish
a page in The Journal each Sunday pre-
5enting forceful arguments which show the
advantages to the consumer, as we'll as to
the community as whole, of making
every possible purchase in the home
market
Pensacola benefits through every pur-
chase made in local stores because the diff
ference between the wholesale cost and re-
tail selling price remains here 1t is added
TO the city's wealth and is used to paw
wages and rent and taxes, for building i'm
Prevements and civic development. Every
dollar benefits every. person in Pensacola.
Then there is another advantage that is
sometimes overlooked Every sale that a
local merchant makes enables him to bet
ter serve his customers The greater the
volume of his business, the larger and
more complete can be his stocks and the
better his facilities for supplying the wants
OF the community.
The profit that the merchant receives is
his payment for service and the greater his
sales the more efficient that service will be
But even the smallest local store with the
most limited stock gives better service
than any mail-order house can. In the
first place, there is promptness. The goods
are Immediately available delivered almost
as soon as the order is placed No one
would be quite content to receive next
week an order placed with local merchant
for pair of shoes or a bag of sugar. vet
such delays are accepted as a matter OF
course in catalog buying Then. one
would scarcely think Of accepting a suit
from local store without TRYING it on and
without careful and painstakine altera-
tions. And when goods are found to be
not entirely satisfactory. what a storm OF
protest would be raised if the local mer-
chant insisted upon arranging the adjust
n1ent by mail. with the consequent DELAYS
and Inconvenience. Those are a few OF
the advantages of buying at home. and
~there are others
Many people are under the impression
that the catalog houses give wider RANGE
for selection and lower prices than the
home merchant. Both theories are fallaci-
Gus. The catalog usually does list a wider
selection than even the largest metropoli-
tan carries in stock but making selection
means entering most uncertain and un-
satisfactory game of chance as "second
and third choice" spaces on the order
niank indicates. The cata1os house is
more frequently ''out of stock" than the
local store and the possibility of satisfac-
tory second choice is very much less in
New lork or Chicago than it is at home.
Basic prices are the same in the retail
store and in the catalog. The mail-order
man cuts prices on popular Headers" and
makes up the difference on other lines. He
sometimes quotes a few cents under the
regular retail market on certain staple lines
put the d1Herence is not considerable and
= more tfan offset by the elements OF SER
vice. The catalog house sells from 4
stock blel-the local dealer sells from an
attractive, we'll lighted conveniently To-
eateo store, with intelligent sales people to
give helptul suggestions and advice. This
service IS worth more than the difference
in price in the instances where there i a
difterence But item for item. the careful
0uyer mas long since learned that the price