Imperial Valley press., 1933-10-19
FALL OPENING GIVES PUBLIC
FINE OCCASION To BACK Up
PRESIDENTS BUY NOW PLEA

Ell Centro's Fall Opening and Merchandise Festival
which will be held here Saturday, is idea but
has been held annually for several years past
However, it takes particular significance this
it ties in admirably with the Roosevelt recovery
program and in particular with the "Buv Now" move
ment which the President has stressed being essential
to the of the NRA
In past years the Chamber of Commerce and mer-
chants have held similar program with the idea of well
coming newcomers to Ell Centre and to give residents
here opportunity inspect stores and merchandise
preliminary to doing their fall shopping the latter be-
ing annual necessity following the summer months
This year the Fall Opening means more than mere
merchandising homecoming affair 1t is opportun-
ty for the people of Ell Cenro and adjacent territory
show that they giving their fullest support to the
NRA. t@tw
The Fall Opening is linked up beyond question with
the greatest patriotic since the World War
direct call by the President to his fellow citizens to
follow his lead in time of peace they would in time
of For that matter he has termed it
against unemployment, starvation prices for the
past four years
1t is call to people who have known hardship and
suffering to fall in behind the lead of who seeks
only to relieve the distressing conditions that have
brought and misery to millions of his country
men.
Millions throughout the country have signed up
pledges to back the President by supporting the NRA
The blue eagle is displayed in millions of homes and
stores. Here in Ell Cenro thousands said they would
abide by the NRA program both as regards employ
ment and in buying.
The Fall Opening is a part of the same program
the second part and the most important part Pledges
unless backed up by actuates, worthless. All the
NRA pledges that have been signed in the country
not worth the paper which they written unless
they are backed up by buying.
1t is truly time for buying. The President has asked
it, the and tear of life makes it essential that
out things be replaced and what is most important to
the average individual, prices at low level. They
will not remain at this level for long and the wise buyer
he who takes advantage OF them
They bound to increase within short time
Already the beneficial effects of the recovery program
are being felt Their force will increase from week to
week. until almost before know it, will look back
and regret that did not BUY Now" when had the
opportunity to do
The merchants of Ell Centro have done their part.
They have dug down into their resources and tapped
their credit to put in the latest stocks They have efec
lively backed the President not being content to rest
upon the signing of pledge.
The next is distinctly to the buyer His chance
has and he will have to blame but himself If
he does not take advantage of it.
Fall Opening devoted solely to buying and selling,
would not be deserving of line of type. 1t is be
joyful time we'll time of spending. Public enter
tannent distribution of gifts and choosing Festival
Queen among of the things from the brighter
side of life that part Of the Fall Opening There
the youngsters to be considered In few they
have felt the depression we'll their elders Most of
them, however, have been spared that For them the
Fall Opening is gala affair. Can the older generation
disappon them? Even if the pockebook will not allow
purchases the family should participate in the atrac
tons of the Fall Opening if only for the sake of the
youngsters.
Saturday is the big day 1t is Ell Centros big chance
1t will parallel those stirring days in 1917 when
marched to the draft office and said Here am. Today
we change the phrase to Here is my dollar Men
our battle in 1917 dollars will win it today "Buy Now"
and help win the battle.