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Show H Undervaluing the B Home Store. BB "Distance Lends Enchantment" BH says tha old saying. It appllos to BB a notable extent in tho purchasing BH of home supplies. I'eoplo aro af- BB fected by very Illogical consldera- BB tlons In buying goods. BBl Thoy go off to somo distant de- HMM partmont store and aro somehow HL ' Swayed by tho brilliancy and dazzlo of tho thing. There nro novel window win-dow displays, not merely of goods on sale, but of all kinds of fancy models having nothing to do with tho goods sold. A fascinating representation repre-sentation of an Ico palace or a hundred hund-red other novelties has nothing to do with the sale of womon'fl dresses, dress-es, but people may think it has. Tho glitter of myriad electric lights, the display of flashing electric signs, luxurious store' appointments, soft huod and velvety carpets, an abundance abund-ance of uniformed servitors, orchestra, orches-tra, piano and organ concerts, these aro a few of tho many effects on which big city adores depend. They Unquestionably draw trade. Yet the public has to pay for all these things. They enter largely into in-to the overhead charges of big stores. stor-es. They make It expensive to buy In thoso stores. Whon you add to that tho enormous cost of rentals In thoso stores, tho big expense of high' salaries employos necessary to operate them, tho costly systems of bookkcoplng and supervision thoy havo to maintain, tho overhoal charge Is a great mountain of ex-ponso. AgalnBt this we havo the simpler organization' of such stores as exist In our homo town. Their sates are relatively small. But' their expense account Is a more trifle comparatively. comparative-ly. Whon you consider that tho homo storo does not dare work off second grade goods unless It tells tho customer Just what thoy aro, tho home prices aro apt to bo Just as low and aro often lower. Why pay for glare and glitter nnd stylo and froth and flummery whon you can buy goods right here at home, less all these unnecessary- and futile charges. |