The evening world. Newspaper, December 24, 1921, Page 5

OOO DO LODO DOD 223 NE EVENING WORLD, SATURDAY, DECEMBER 27, 1991, 00 GLP, MLW iN ESATO EER TT ould BeUngratetul If We Did Hot Ruse on Christmas &oe to Thank You- 7E feel we owe it to you—our patrons—to acknowledge the overwhelming response you have given us this Christmas season. It has been greater even than we felt we had a right to expect. Our gratitude is all the deeper that your liberal purchases testify so strongly to the intrinsic soundness of the country’s condi- tion. If the volume of our sales is any criterion, the recovery of business from the shock of post-war readjustment is well under way. Measured by our yardstick, this Christmas season, the American public seems more prosperous than ever. This store, in many respects unique among the great retail establishments of the world, has proved by its own success that there is a practical value in sound business principles. We have never lost sight of the fact that our primary function as retailers is to sell good merchandise---the best we can get---at the lowest possible prices. With us this is not a mere boast---an empty rhetorical flourish. It is a firm andimmutable part of our business structure--- it is the bedrock upon which our success is built. (hat Zowest-in-the-City Prices Means We tell you daily that ours are ‘‘lowest-in-the-city prices.’ Often we wonder if you know that this is the most sacred tenet of our business creed. You have noted frequently in our advertising that we compare our prices with the “lowest verified prices elsewhere.” Have you ever considered what that implies? It is a pledge to you that our trained, skilful shoppers, employed by us for this purpose alone, have scoured the city to learn what prices other stores are asking for the same goods or for goods of corresponding value, on the very same day that ours are placed on sale. With this knowledge we say, without fear of contradiction, that our prices are always “lowest-in-the-city.” “Cash Only-<A Bedroek Prineiple Since the day of its founding, nearly two generations ago, this business has never departed from another basic principle—that of selling only for cash. And if this super-store, which at the end of a human lifetime is still in its early youth, should live as long as Methuselah, we believe it never will depart from it. We are free from the incubus of charge accounts, with all their wasteful concomitants. We are engaged in the straightforward. uncompromising business of selling for cash; and our cash customers do not pay the piper for other people's extravagance. Store of the Millions-andof Millionaires We have no desire to depart from the lofty motives that have governed this business for nearly two generations. Honesty, sincerity, enterprise and fearless- ness are a heritage to which we cling with pride. But out of the clay with which the founder, Rowland H. Macy, worked, the directors of this business have modelled an edifice that surpasses in the simple grandeur of its usefulness his boldest imaginings. A Horious Rast anda Brilliant Future We have disproved the early fallacy that such a store as this, selling only for cash, must sell only low-priced goods. We have demonstrated that for rich and poor alike, for members of every social stratum—whether man, woman or child—cash buying is the sanest, soundest, happiest, most economical course. To-day we are the store of the millions—and of millionaires. We Stand, to-day, between a glorious past and the vision of a more brilliant future. When we opened our present building in November, 1902, we were pioneers in creating a new retail centre. Since that day, twenty years ago, the business has grown steadily. We could see our aisles become constantly more crowded, our stocks melt away more quickly each year, our sales mount up with astonishing rapidity. We have suspected for a long while that the space within our four walls would soon be inadequate. This month we know it. “@e Shall Go on Growing We are making plans for an additional building to be joined to this one, which will add over fifty per cent. to our selling space. Work will be begun on the addi- tion at the earliest auspicious moment. We hope it will not be long before we can receive you in a more commodious structure, where even larger stocks may be spread for your choice and shopping may be done in greater comfort. But at the moment it is the immediate future that is pressing. With the most glorious year in our history now approaching its conclusion, we are waiting eagerly for the gates of the New Year to be flung open. We shall strive, as ever, to set new marks that will earn for us your approbation in volume far sur- passing the old This store knows no idle hours. It does not rest upon its laurels. When we close our doors to-night upon what we believe to be the greatest Christmas busi- ness that has ever come to any Store in this city, it will be with the firm resolve that Tuesday morning shall begin another drive, more powerful and determined than ever, to lift this institution to still higher levels of usefulness to the great community it serves. Herald Square Pre. New York an me ee