Imperial Valley press., 1920-09-13
BUYEVERYTHING AT HOME.

! ECONOMY is one OF tne greatest Ol
! virtues but false economy is no more
1 virtue than anything else that is
/ false. To be able to economize wisely
| is one of the greatest blessings that
one can have, for it is the prerequisite
to thrift and well-being. Too many
persons, however, who think they have
found the secret of true economy are
practicing Il false economy which Is
worse than wilful waste.
For instance, the man who buys a
stove from mail order house for s.
because he thinks he would have t.
pay $40 for one if he purchased i
from his home merchant. is practicins
false economy, for the chances ar,
that he would save more than 81 il
The end if he purchased the SO stove
fro;I the local hardware leader.
There are several reasons why this
is false economy. The first one is tha,
dollar for dollar, the greater part o.
the merchandise sold by the mail or.
Ger houses is of less value than that
sold by the retail merchants of the
F'lAiAii4NA Ntiiiti4 lAt liitAlI OINAOi
business. as n whole is built upon
cheaPneSS. In order to attract Gus
toners the catalogue houses must sci.
goods cheaply and in order to do that
they must sell cheap goods. Their
business is built up on price and not
on quality. The retail hardware deal
er, like retail dealers in other lines
probably can match the prices of the
mail order houses. He probably has
50 stove which he can sell TO the
man who wants to get stove for 50
The trouble is that the man who buys
FROM the mail order house does not
distinguish between price and quality.
Thinks He Is Economizing.
The man who buys the 50 stove
from the mail order house probably
would NOT buy a 50 stove from his
local merchant for in the latter case
he would see just what he was buying
and might realize that the SO stove
would not meet his needs. He orders
50 stove from the mail order house.
however. Just because the price is s.
anu AOl pCN1uSS liS 4lOS any dSS III sihNt
that the stove will meet his needs. He
thinks he IS saving u dollar or two by
buying this stove instead of paying
SO or S11 to the home merchant for
one that he has seen and knows will
give him satisfaction. The chances
are that when the stove arrives and
lie has used it for a short time he
will realize that he has practiced false
economy-that it would have been
more economical in. the end for him Il
pay dollar or two more to his home
merchant and get an article that was
guaranteed by the dealer.
The patron of the mail order house
also. often fails to take the matter o.
transportation charges into considera
ton when making his purchase. HI
sees only the price of the article d
listed in the mail order catalogue an,
does not think of the express or freight
charges, which with the cost of
money ORDER and postage often make
the total cost of the article create
than the price ut which the same thin2
could have been purchased at the loca
store. Another case of false economy
Buying merchandise OF poor Qualit!
because the price is low is often falls,
economy when the purchase is mad,
.it the home stores but it is doubly Sc
when the merchandise IS bought from
mail order house. When buying a
home one can be reasonably sure tina
the article purchased at Il low price
willie there is no such assurance wheI
seen" plan.
l.