Show THE READERS READER'S DATE BOOK I I I U l Money Morse V Spent With Local Stores Benefits the Entire Community d to tomas Christmas Christ Christ- art s column has been devoted t 0 This Is the third week this benefits g mas mss promotions In one the material and the Intangible that local merchants gain from Christmas Christmas' l parades rad a and communitY g hazards and Santa Claus was discussed In another Christmas fire g the promotion of safety by local businessmen was the thes chief topic It seems appropriate at this point to discuss n a f feW of the reasons hy local merchant has concentrated his merchandising your Y efforts nn on Christmas t. t lly By tl nv m mer mer- mer r- r efforts nn on Christmas t. t lly By tl nv m mer mer- mer r- r merchandising efforts we mean the money he has spent for tor advertis- advertis ad advertising vet Us Using ing in the local newspaper donations donations dona dona- donations to a community Santa Claus and parties time and money spent to decorate Main Street and In all probability t time I m me e and money contributed contributed contrib contrib- A to a number w of activities of ot community com com- PAl INk benefit benent that he will never men men- rr 1 tion I FEATURE j Much of this activity acU activity ac- ac ac ac- U of course has been in an effort ellort to get the people in his home town into his store storo to do their Christmas shop shop- ping At the tho same sarno time much of it has been duo due entirely to his community spirit But in the main his advertising parades and community Santa has been directed toward selling the consumer For this reason many home towners are inclined to look lookdown lookdown lookdown down their noses at these activities activities ties and belittle the merchant But what after all is so wrong with it Every person in this community planned a certain amount of shopping a number of gifts gUts for family and friends No amount of advertising or promotion promotion promo promo- tion Is likely to Increase the individuals individual's individuals individual's in- in in buying above his eco v limitations Briefly the purpose has been to get you the local consumer into a local store to get Poet you to do your buying at home As the result of good roads and fast transportation too m man many a n y home towners today are inclined to take off oft for the city on a Christmas Christ Christ- mas buying spree They forget that they could find what they wanted at home they forget the dollar spent away from home will not Dot return to the community Your local merchant depends n upon inn th the A Christmas a trade rt to n keep Ir n upon inn th the A Christmas a trade rt to n keep Ir his front doors open In many cases he operates at a loss for months yet knowing that Christmas Christ mas and other special events will put his business in the black By taking your business away from the home town you are depriving him and the community of prosperity directly in fn proportion to the amount you spend Many people fail to realize that the dollar spent with the local merchant goes to work for the entire entire en- en en tire community He pays it out in store rent and taxes license fees to operate in the community salaries salaries sal sal- aries arles to employees and numerous other services It is possible that thata a part of the dollar you spend with your local merchant will find its way back into your own pocket before the following year is over On the other hand the dollar spent in the city remains there therein therein in the same manner in which th the local dollar spent at home remains in the local community So during the few remaining days before Christmas do your shopping at home Your Main Street merchant will appreciate your business |