Evening star., 1938-08-11
MERCHANTSPUSH
RETAILING WEEK
Dry Goods Association and
Advertising Experts to
Aid Event.
srecial Dispa tch to The Star.


NEW YORK, Aug. 11.-Merchants
report they are becoming enthusiastic
over the possibilities of the suggested
September store week. This proposed
demonstration. which has been faith
cred by the National Dry Goods AS
sociation as well as advertising ex-
perts, will mean that all retail stores
throughout the country are expected
to unite and bring to the attention
of the public the important role they
play as institutions of service.
1t is planned to have stores Of all
types everywhere participate in this
demonstration in the latter part of
next month, probably the third week
And the success Of the plan may
result in the spreading Of the idea to
various other fields of business
through the winter months.
Wide Support Urged.
One official who guides the destinies
Of a very large and successful estab-
lishment feels that the coming DEM
onstration should receive the whole
hearted cooperation of all civic
groups, including consumers and
church bodies. 1t is frankly stated
that the idea is a promotional effort
to be carried on by retailers COL
lectively, and that it should have
the. effect of creating for the first
time an image of the power Of retail
ing and how it functions efficiently
in the social community. 1t is also
emphasized that retailers, by acting
together, could and should convey
to the American public that the de-
preston is ended, the tide has turned,
and the journey up the hill Of pros
perity has been resumed.
To do this it is planned to step
out at the beginning of the new fall
season with the best display under
the most favorable conditions, show
gladly the most alluring merchan-
disc and produce good and lasting
effect on the public, meanwhile i'm
pressing customers with the i'm
portance of the country's gigantic re-
tail store business.
Experts who are loud in their
praise of the idea feel that there is
a possibility Of the demonstration be-
coming an annual event. They also
believe that the effort should not be
confined to the department store
field and that every retailer should
be prevailed upon to do his best to
make the showing real success.
First Since n. r. A.
This is the first time. except under
the N. r. A., when real concerted
effort has been made to unite mer-
chants in a Nationwide demonstra-
ton to improve their relations with
the 130,0o0.000 consumers in this
country and at the same time to
impress upon all customers the vital
place of the retail stores as we'll as
their millions of employees In the
scheme of things.
The retail store industry, which IS
reported to be the third largest in
the Nation. has an annual volume
estimated at around $4,000, 600. 600.
It's biggest business. totaling about
$4,000, 900 900, is transacted in the
last three months of the year, and
its largest week in December usually
accounts for something like Is per
cent of the yearly volume, or around
sd, ,OO0. 900 900. Furthermore 1t en-
ploys in excess of 3,5o0,000 people,
with an annual pay roll running be-
tween $4,000, 100000 and $4,000, o,000.-
OO0 The industrys huge tax bill
is also estimated to run we'll into the
billions.
(Copyright. 1889