Milford chronicle., 1942-06-26
Merchants Must File
Price List By July l
CONTINUED from FIRST Page,

CONTINUED from First Page)
The retailer should consult the fNll
list of cost-of-living commodities in
Appendix B of the Regulation to be
sure he displays and reports his ceiling
price of alt items listed there which he
carries. A copy of this list appears at
the back of this Bulletin at page 40.
A. How to Display Ceiling Prices
On COst-Of-LiVihg Commodities
The retailer who bears in mind the
purpose of the price marking or posting
requirement should have little difficulty
in answering most questions for him
self. Briefly, the purpose is to make
the ceiling prices of cost-of-living items
clearly ViSible to the customer each time
he enters the store without having to
search for them, thereby demonstrating
to the consumer every day in the week
(1) that his cost of living is not rising
and (2) that the retailer is performing
an important role in the battle against
imitation on the home front.
In order to Tighten the retailers work,
OPA has provided considerable hexi-
bility in the methods which may be
used to display ceiling prices.
The retailer may select the method
of marking or posting which will be
easiest and most effective for his par
ticular merchandise assortment and
store layout. He is permitted to mark
the ceiling price on the commodity it.
self or on the shelf, bin, rack, or other
holder or container upon which the
is kept; or it may be posted
at the place in the store where the
is offered for sale. The cell
ing prices of certain commodities (iden-
tilted by asterisks (*) in Appendix B
Of the Regulation) may be posted by
price-lines at the point of sale, pro-
vided that each item of merchandise in
any price-line is individually price
marked with the selling price. Posting
,r listing means by individual posters
,r sheets, and mol by Using in a cata-
ogue or book.
WhafeVer marking method is used,
,eiIiHg prices must be displayed on or
lear the merchandise, easily ViSiblc 10
nsfOmerS. The maximum price must
,e identified as "Ceiiing Price" or "OHr
Ceiling" and it must be plain 10 the
nstOmer zchat merchandise the price
eferS to.
The retailer is cautioned against the [
se of several methods of posting which {
re not acceptable. First, it is not sufh- a
lent to post in the store sign such as: '
All prices in this store are no higher
nan our Ceiling" or counter marker S
lch as "All prices on merchandise on v
lis counter are ceiling prices" The o
rice itself must be identified as The 4
ceiling PRICE" Second, it is not accep- S
lble merely to display price book or d
rice catalogue near the point of sale a
-hich the consumer may look at if he v
leases. Likewise, it is not acceptable
have several layers of price lists &
osted near the point of sale so that the j
Dnsumer must thumb through the
ages. The guiding rule is: consumers
iouId be able TO see the "ceiIing price" ff
arker clearly evheH standing at the ff
pint of purchase sVifhOnt haVing TO ask al
? look for il, and GvifhOHt haVing 10 il
iumb through pages. In other words, v,
e customer should be made aware of II
e ceiling price" whether or not he k
IS a special interest in seeing it. For a
e same reason, care should be taken ii
hen lists are used to make the print a
g large and clear enough and to post n,
e list conspicuously enough so that te
e customer cannot miss it. n,
If merchandise is advertised in news IN
pers or magazines or over the radio, is
e ceiling prices need not be indicated. th
kewise the ceiling prices do not have Ga
be indicated for articles displayed ar ar
the windows outside the store, unless
, articles are actually sold out of the on
ndows. dc
The retailer who is anxious to CO. mr.
crate and do the best kind of job will De De
alyze carefully his posting or mark m re
, problem for each type of merchan- ~.
e and will apply the method of cell w.
; price display in each case which tb M
fills best the intent of the Regula- n n,
n, and not the one which will merely -, ~
ct the requirements with the least av av
cunt of effort. 70