Evening star. [volume] (Washington, D.C.) 1854-1972, 1925-04-25
RETAIL BUSINESS
IS AHEAD OF 1924
Advertising Campaigns Are
Breaking Records for
Volume of Sales.
BY J. C.. ROYLE.
4 Dnanafph 10 TIL. Ca

NEW YORK, April 25.-The retail
merchants have done a wonderful
business so far this year The volume
OF retail trade of the country last
month exceeded that of the excellent
year, 1924, by per cent and the pea k
apparently has not been reached in
the hrst three weeks of April. Profits
OF the leading establishments have
crown IN greater ratio than the sales.
me most up-to-date merchandisers
freely attribute this trend to adver-
using. Publishers here for their
meeting this week have fully recog-
nlzed this attitude.
Sales Boost Buying.
There have been exceptions in the
business trend. The above could not
nave peen proved otherwise Those
eAceplions In most cases were found
IN territory which either was affected
oy special local conditions or among
merchants whose advertising fell off
either In volume or selling power
me advertising of sales in nearly
sEeIy sectlon has brought out the
aisest volume of Spring buying ever
witnessed in this country.
or course the buying power is
tnere, but the public has undoubtedly
oeeH put In better buying mood by
advertising. The volume of business
THIS month is now sure TO come close
10 the record breaking business of
iast december. when the holiday sea
son simulated buying to a remark
80 90 oegree. The volume of adver-
using mas involved heavy additional
expenditures, but the results have
made full compensation.
Gains In Advertising.
Inc extent of the increase is plain
~ SHOWN by the figures in New York
ana other merchandising centers. In
this city, papers in the last month
showed gain of 567,75S agate lines
VI duVertislng, as compared with the
corresponding period of 1924. rising
TO total of 14,75l,474 lines. The
gam In Philadelphia was on an even
iIsner ratio with total of S.05s,e17
IIhes as compared with 6.317Osl
year ago. Houston. Birmingham.
oakland. Indianapolis, Buffalo. ST
LOUIS Detroit and Chicago also
showed heavy increases. New Or
leans led the list with a gain OF 775-
Zoo lines TO total of $685.. oO3
me gain for 134 papers in 40 ma ior
cities aggregated 1851 500. The Vol.
ome of business done so far This
month shows that the total volume of
soVertislng in April will exceed that
tor March. Some losses were recorded
the heaviest of which was I.1s4.54si
hnes' suffered by Los Angeles pa pers,
Mail Order Sales Grow.
The increase in volume of business
was not confined to the department |
stores The thirteen leading mail or. |
der and chain store Organizations
an advance of over 10 ner
cent In their sales, as compared with
me corresponding period in 1924, with !
aggregate sales for the month OF s7s /
s4l 'e21. Woolworth's percentage OF |
Increase for the first quarter was over
~ per cent. Sears Roebuck reported |
more than Is per cent gain and Mont.
sohnerE Ward recorded a "a better
heh'' as compared with 1924.
Outlook Held Bright. .
present state of industry and business
lctfvity throughout the country that
ne retail establishments will show n
more than fair sized Improvement over
ssst,vs--=I1Ire IceIIHs ucISHLeIeu ny
he prospect for a fair agricultural
rear, by the volume of construction
llready contracted for and by the ex-
ent of employment in manufacturing
ines,